CHAPLIN & CORK’S – ALEX JAMES PARTNERSHIP

CHAPLIN & CORK’S – ALEX JAMES PARTNERSHIP

CHAPLIN & CORK’S – ALEX JAMES PARTNERSHIP

CLIENT : CHAPLIN & CORKS

THE BRIEF

Communicate the unique qualities and brand ethos of premium cider, Chaplin & Cork’s, in order to stand out from our competitors and highlight cider’s much deserved place at the dinner table.

THE STRATEGY

We set out to present Chaplin & Cork’s as the perfect partner to good food, whether as a unique and playful ingredient or an accompaniment to dishes.

To build on the brand’s ethos of the ‘perfect partnership’, we collaborated with award-winning cheese producer and Blur bassist Alex James to work with us to develop a range of delicious recipes, suggest the perfect cheese and cider pairings and offer hints and tips for entertaining.

By creating a selection of perfect pairings, recipes and top tips, as well as stand-out imagery and inspirational videos we have established a bank of content for media, social audiences and the brand’s new website.

We are also utilising the partnership to develop and deliver a range of exclusive advertorial and editorial opportunities in key lifestyle and food and drink titles in order to reach and inspire our target audience, introduce them to the Chaplin & Cork’s brand and encourage them to consider cooking and pairing dishes with this award-winning craft cider.

PADDY POWER – MAKING MISCHIEF FOR EURO 2016

PADDY POWER – MAKING MISCHIEF FOR EURO 2016

MAKING MISCHIEF AT EURO 2016

CLIENT : PADDY POWER
DATE : JUNE 2016

THE BRIEF

As ever Paddy Power was keen to create some mischief and mayhem in the run-up to Euro 2016 and were particularly interested in stirring up a bit of rivalry ahead of the England Vs Wales fixture.

THE ACTIVITY

The Irish bookmakers partnered up with the borough of Barking and Dagenham to rename itself ‘Hartrosewalkersmallingchalldieralliwilshererooneyvardykane’ (the predicted England football team starting line-up) stealing the crown from Wales for being the country that possesses the world’s longest place name ‘Llanfairpwllgwyngyllgogerychwyrndrobwllllantysiliogogogoch (59 letters vs 58 letters).

THE RESULTS

The mischievous PR stunt, delivered the desired effect, entertaining England fans and riling the Welsh media and fans ahead of the fixture, generating some healthy rivalry and banter between the home countries fans ahead of the match.

Lewis Davey, PR and Mischief Champion at Paddy Power, said, “Stripe Communications showed more quality and creative thinking than the whole England team against Iceland, and showed us they understand our brand and our punters – it’s just a shame the stunt didn’t inspire England to Euros glory!”

John Lewis – Perfect Hosting with Airbnb

John Lewis – Perfect Hosting with Airbnb

JOHN LEWIS – PERFECT HOSTING WITH AIRBNB

CLIENT : John Lewis
DATE : June 2016

THE BRIEF

Design and implement a creative media relations campaign to launch John Lewis’ partnership with Airbnb. To secure national coverage and drive awareness of the retailer’s Home Design Studio and Partner (staff) expertise.

THE STRATEGY

Working with the in-house John Lewis communications team and Airbnb, we created an expert formula for becoming the perfect host.

This method was shared with amateur and aspiring hosts at a series of masterclasses at flagship John Lewis branches in London, Oxford Street and Birmingham. The classes were brought to life with the magic of John Lewis Partners and insight of experienced Airbnb hosts.

THE RESULTS

We shared the story through creative photography, video and research and insight and infographics, in addition to setting up exclusive media masterclasses with the London Evening Standard and Sunday Telegraph.

The campaign gained much media cut-through and delivered positive real world impacts for both brands. Masterclasses boosted sales and appointments at the John Lewis Home Design Studios.

Following the success of this pilot, Stripe is now supporting John Lewis and Airbnb to roll out the masterclass programme in selected branches.

VELUX – Lovers of Light

VELUX – Lovers of Light

A CONVENTIONAL BRAND SEEN IN A NEW LIGHT

CLIENT : VELUX        

THE BRIEF

Our objective was to broaden engagement with the VELUX roof window brand, above and beyond those consumers in the market for roof windows. Specifically, this involved developing a strategy for the 2013-15 VELUX Lovers of Light Photography Competition, to increase competition entries, reach and awareness by at least 10%.

THE STRATEGY

We developed a new mobile strand of the competition to create a wider buzz across social media, focussing on a new @VELUXGBI Instagram account. The competition was launched using a mix that included pop-up exhibitions, microsite creation, ongoing social media support, topical hashtags, tailored online and offline press releases, and staff engagement activities.

THE RESULTS

The campaign generated an increase in competition entries of +65%, with a +44% increase in microsite visits and a +455% increase in campaign video views. The story is being used as an example of ‘best practice in PR’ by the VELUX Head Office team in Denmark.

IRN-BRU – Born to Support

IRN-BRU – Born to Support

IRN-BRU BORN TO SUPPORT

CLIENT : AG BARR

THE BRIEF

For the Glasgow 2014 Commonwealth Games, we were tasked with making IRN-BRU the sponsor brand on everyone’s lips (in every sense). We needed to outshine global brands (without a global budget) by boxing clever and playing to the brand’s strength. Namely, its Scottishness.

THE CAMPAIGN

Where others used hollow, corporate platitudes, we used authentic, creative and (sometimes) irreverent tactics to win the heart of the nation. Our strategy celebrated Scotland’s ‘born supporters’.

From Maverick Moments, to creative photocalls, to world-class visibility at the Opening Ceremony, we fought hard to compete for gold. And, as the results show, we won.

THE RESULTS

IRN-BRU was 3.5 times more memorable than any other sponsor of the Commonwealth Games 2014. AG Barr saw a 5.4% increase in revenue and a 6.2% uplift in volumes sold, leading to an 11% increase in profits.

John Lewis – Christmas

John Lewis – Christmas

JOHN LEWIS: THE BATTLE TO OWN CHRISTMAS

CLIENT : JOHN LEWIS

THE BRIEF

In the words of the media, Christmas 2014 was set to be a retail blood bath, with heavy discounting from competitors on the high street and online. John Lewis refused to play the game, sticking to its guns of offering great service rather than be driven by price. Working as an extension of the John Lewis press team we delivered all branch PR and handled Twitter for the brand. Our challenge was ensure John Lewis retained it’s position as Britain’s favourite omni-channel retailer.

THE STRATEGY

Starting with the launch of the iconic Monty the Penguin ad we started a PR narrative for the brand around thoughtfulness. Our entire consumer PR feature placements were driven by human insights. From a corporate point of view we were proactive with the release of statistics and trading news – driving the news agenda around key business areas and owning the bricks and clicks space. We worked hard to deliver personality in local branches with profiles and media tours.

THE RESULTS

The PR campaign played a critical role in John Lewis winning the battle for Christmas, helping deliver 58,177 mentions, 83.6 million impressions across 56,775 users for @JohnLewisRetail and #MontyThePenguin. Sales grew by 4.8% to £777 million.

THE MTV Europe Music Awards – Bringing the global to local

THE MTV Europe Music Awards – Bringing the global to local

MTV EMAs – BRINGING THE GLOBAL TO LOCAL

CLIENT : MTV

THE BRIEF

As communications partner for the 20th MTV EMAs and it’s first appearance in Glasgow, Stripe was tasked with maximising the event with local audiences and winning the hearts and minds of Glaswegians across the city.

THE STRATEGY

Stripe’s strategy focused on ensuring that Glaswegians were engaged and feeling part of the event – even if they couldn’t attend. A series of exciting and innovative events, extensive media relations and compelling social media content were used to amplify the reach and buzz of the award – including a search for super fans – affectionately known as screamers, social media treasure hunt with giant MTV logos and an exciting Lightshow from R&B star Labrinth.

THE RESULTS

To have been named as ‘undoubtedly the best agency MTV has worked with in 20 years of EMA’ was kudos enough however we also created a local MTV EMA Glasgow community online and offline that engaged with events and shared their experiences to amplify the buzz (single events achieved over 2.2 million impressions on twitter) and secured over 1.7billion OTS though positive and engaging media coverage helping to contribute to an economic impact for the city of over £10million

Rare Management – UCI Mountain Bike World Cup 2015

Rare Management – UCI Mountain Bike World Cup 2015

WOWING THE CROWDS AT THE MOUNTAIN BIKE WORLD CUP

CLIENT : RARE MANAGEMENT

THE BRIEF

Stripe’s task for social was to deliver a digital pilot that supported existing social media activity to grow awareness and support of the Fort William leg of the UCI Mountain Bike World Cup. The activity had to target new and ‘on the cusp’ audiences as well as ensuring the ‘fanatics’ and ‘geeks’ remained engaged.

THE STRATEGY

Looking at audience insight from Facebook, Twitter, Sysomos and Pulsar we analysed the trends and conversations that were taking place around the event as well as sponsors, athletes, and influencers. We developed a four pronged strategic route focussing on content, paid social, targeted competition and live event support. From quality content to maximising PR activations we developed an evergreen content calendar that delivered real value to the fans and followers – all on an incredibly restricted budget.

THE RESULTS

Our digital campaign was worthy of a place on the podium with an increase of almost 24,000% in Twitter impressions with almost half the number of posts and over 5,500% increase in Twitter engagements.

Carrier Bag Commitment – Creating behavioural change

Carrier Bag Commitment – Creating behavioural change

BAGGING BEHAVIOURAL CHANGE; CHANGING SCOTLAND’S SHOPPING HABITS

CLIENT : SCOTTISH GOVERNMENT

THE BRIEF

With the Scottish Government about to introduce a new 5p charge for single-use shopping bags, our task was to win the hearts of the Scottish public to support something that could be unpopular and change the shopping habits of everyone from hardened shopaholics to impulsive purchasers.

THE CAMPAIGN

In a bold move we focused our strategy on offline media to build large scale coverage and support, used social media to talk directly to the consumer, established a consumer advice service and worked with influencers to engage younger audiences.

THE RESULTS

Following on from our launch activity, 98% of Scots were aware of the legislation change. Within six months, research showed that major retailers were giving out 80% less single-use carrier bags – a significant transformation of shopping habits, with over £2 million raised for a good cause.

Festival of Museums – Targeting Families

Festival of Museums – Targeting Families

TARGETING FAMILIES, DRIVING FOOTFALL

CLIENT : FESTIVAL OF MUSEUMS

THE BRIEF

We were tasked with raising awareness of the 2015 event, differentiating it in a busy ‘festival’ marketplace, directing traffic to the website and driving footfall at the individual events.

THE STRATEGY

With the key target audience being families with young children we created and implemented an integrated communications strategy to position it as a ‘not to be missed event’. We focussed on using highly visual and compelling content which would be easy to digest for busy families. This included traditional PR and social activity, focussing on: content creation, influencer engagement, social advertising, competitions, toolkit generation and managing all aspects of social media in the lead up to and throughout the festival weekend.

THE RESULTS

Making our own little piece of history we were able to report that 93% of venues used Facebook to showcase their events, citing the social media toolkit provided as a key support. Traffic to the website increased by 50% compared to the same period the previous year, and there was 5.7m social media mentions in 2015 – a notable 375% increase on 2014, with many museums experiencing record numbers of visitors over the weekend.