Prior to life as a freelance PR consultant, Ceriann headed up the Manchester office of the UK’s leading broadcast communications specialist. During her time there, Ceriann directed a number of highly successful campaigns.
You can read some of her experience below.
ARGOS – Top Toys for Christmas 2016
As the UK’s leading toy retailer, the imperative for Argos to maintain market leading position in the sector year in, year out is crucial. And there’s no time that’s more important for this than Christmas which starts months ahead in retail.
In 2016, despite a referendum and turbulent news agenda, coverage increased year on year for the brand’s Top Toys for Christmas launch in June, scooping other toy retailers and scoring a record year with 461 pieces across print, broadcast and online media.
Launch day coverage included: BBC Breakfast, The Sun, The I Newspaper, Daily Mirror, The Scotsman and Irish Daily Mirror. In addition, 35 sites carried the red carpet reveal video content within the first 24 hours including Trinity Mirror Groupproviding considerable regional reach, Netmums, Mail Online, Huffington Post Parents, ITV and Fun Kids.
Sixteen radio interviews with national and regional UK stations resulted in features by 10+ BBC stations and extensive regional coverage equating to more than 150 regional hits.
Considerable UK commercial radio reach was achieved via Sky News radio syndication and top tier coverage included LBC, Absolute, Heart London, Heart Scotland, LBC, Magic London and talkSPORT.
MONEYSUPERMARKET – Launch of the Home Movers Hub
Keen to become the ‘one stop shop’ for home moving advice, leading price comparison website, MoneySuperMarket needed PR and content support in order to develop the Home Movers Hub to assist home movers on the path to their happily ever after.
Via a series of industry collaborations (unpaid) to build a true one stop shop, content development and copy writing, and a series of earned media placements supported by insightful consumer research, the Home Movers Hub launch landed on more than 60 sites and social posts – half of which included direct links back to the hub.
Coverage included: Mail Online, AOL, Express Online, The Independent, Manchester Evening News, Wales Online and Your Home alongside various collaborative social posts via RICS and the PDSA.
THE CO-OPERATIVE BANK & REFUGE – Lifting the lid on financial abuse
Nearly one in five British adults (9.2 million people) have experienced financial abuse in an intimate relationship.
This startling fact was uncovered when The Co-operative Bank and Refuge, the domestic violence charity, conducted the UK’s largest ever study, involving 4,000 adults, to discover the extent of financial abuse in intimate relationships.
The findings prompted the My Money, My Life campaign which was designed to highlight the issue, and offer potential solutions to the banking sector to identify and support victims. The December 2015 launch also marked the return of the Co-operative Bank to ethical campaigning.
An online video, hosted by presenter Lauren Laverne, a supporter of Refuge, featured a real-life victim of financial abuse, with the harder hitting elements of her case deliberately delivered as online text. The video, alongside some impactful infographics, were produced to drive awareness and also to reach potential victims.
Refuge’s network of support organisations, such as Greater Manchester Police, Bravissimo and Mumsnet were also harnessed to extend the potential audience for the campaign.
The launch of the campaign received 219 items of broadcast coverage, including BBC Breakfast, Sky News, Capital FM, Smooth Radio and BBC Scotland. It also generated online items on Mail Online, The Huffington Post, BBC News Online, This is Money and Metro, as well as print stories in The Guardian, Daily Telegraph and Independent.
The campaign generated 1,161 social media posts, of which 40 per cent took place on the launch day. The report and coverage put financial abuse at the top of the British news agenda for the very first time.