Lydia Bright launches the Nicky Clarke desiRED range for Argos
Using the very latest in technology the new and improved Nicky Clarke desiRED range is perfect to achieve gorgeous, salon worthy hair at home. We were tasked by the Nicky Clarke Electricals team with finding an appropriate celebrity face for the new desiRED range for Argos to launch the collection to the UK media.
- Launch Nicky Clarke Electricals’ new desiRED product range for Argos
- Work with a well-known British personality to front the campaign
- Reach out to the key Argos demographic, drive sales, and enhance overall brand awareness
Originality and creativity
After extensive research and shortlisting we recruited reality star Lydia Bright – due to her warm personality, huge social presence, and mass appeal amongst the key Argos demographic. We then worked closely with Lydia’s team to secure an endorsement contract, and formulated a creative PR plan including a photoshoot, video tutorials and a social media strategy in order to maximise exposure for the campaign.
Strategy and implementation
To kick-start the campaign, we arranged a photoshoot with Lydia to create a series of official campaign shots. We then used these shots for our primary media sell in announcing Lydia as the face of the desiRED Argos range.
Additionally, we offered selected media titles exclusive interview time with Lydia to discuss the partnership and key talking points about the desiRED range.
Later in the campaign, to maintain momentum, we coordinated a video shoot with Lydia and Nicky Clarke to film a series of video tutorials – demonstrating how easy it is to use the desiRED products to create salon quality styles, with Nicky teaching Lydia some of the key tricks of the trade.
Also crucial to the campaign was social media engagement, to ensure this took place we worked with Lydia to coordinate a series of targeted social media posts to maximise exposure to Lydia’s 1 million+ following.
Results and evaluation
Overall the campaign was very successful with over 40 pieces of coverage achieved across a range of Argos and Nicky Clarke Electricals’ key target publications including: Mail Online, Reveal, Closer, Daily Star, OK! and TV Extra.