Showcasing Victoria Plum through the power of product placement

Situation

Victoria Plum is an online bathroom and kitchen retailer that has been at the forefront of online bathroom products buying for more than 20 years.

To support business objectives with existing, new and potential customers, Brand8 PR was tasked with promoting Victoria Plum’s products to increase brand awareness with its target consumer audiences.

Response

With consumer expertise in securing product placement and expert comment, Brand8 PR implemented a strategy to highlight Victoria Plum’s best-selling and focused bathroom products.

We targeted homes and interiors journalists writing for consumer magazines, national newspaper supplements and online digital, lifestyle publications. Victoria Plum was positioned as a market leader in online bathroom retail and an expert on the latest trends, design solutions and interior style in the bathroom.

This approach has seen essential relationships with key journalists within tier one publications be established to competitively position Victoria Plum as a knowledgeable and consumer-focused retailer. We have consistent generated high levels of product placement coverage, including credited mentions of the brand and backlinks to the website.

Results from June 2021 to March 2022:

• A total of 39 pieces of coverage including product placement and expert comment from Victoria Plum
• 30 per cent of coverage secured included Victoria Plum’s expert comment on advice, design and trends
• 56 per cent of the coverage achieved appeared in tier one homes and interiors titles, while 20 per cent featured in tier one national newspaper supplements. These titles included, The Sunday Times, The Daily Telegraph, Ideal Home, Your Home, Grand Designs and House Beautiful
• 40 per cent of all product placement coverage appeared online, all of which included backlinks to the Victoria Plum website