Pineapple

We were approached by our client of five years the Brulimar Optical Group to launch their latest glasses collection – Pineapple Eyewear – with a high-profile media event. This was a wonderful challenge for Smith & Smith PR as we are predominately a B2B agency so this foray into consumer was exciting.  But we needed to make a splash with this event - because consumer PR is all about headlines and relationships and we were new on the block.

There was a clear view (sorry!) as to what the objectives were:

     Increase awareness of Pineapple Eyewear in optical trade press and consumer media.

     Gain maximum media coverage of the Pineapple Eyewear launch.

     Create a buzz around Pineapple Eyewear brand among target demographic (females aged16-25).

     Utilise Pineapple’s existing popularity to drive the glasses launch without diluting the Pineapple Eyewear message.

The Choreography

We spent two months researching and plannng. A number of key areas were carefully considered:

Let Me Entertain You

We wanted the Pineapple Eyewear launch to be more than just a media gathering. We wanted the event to reflect Pineapple’s personality – fun,exciting, flirty, bubbly and quirky – and make a lasting impression on our guests.

The event was to be two hours long, with additional time for interviews and photographs. The launch took place in Pineapple Dance Studio’spenthouse studio. Guests were greeted with a glass of champagne and afternoontea, took on guided studio tours and entertained with dance performances,Q&As and presentation on Pineapple Eyewear. There was also opportunity fort hem to look at the glasses and try them on, as well as interviews and photographs. Guests left with a Pineapple goody bag.

As Smith & Smith PR and Brulimar/Pineapple Eyewear are Manchester companies, we wanted to weave in the North West connection. We achieved this by inviting Kevin Kennedy (aka Curly Watts from Coronation Street) to the event. Kevin mingled with guests and posed for photographs modelling Pineapple Eyewear.

We also employed a Manchester-based production company Acrobat TV to film the launch and create a promotional video, which has been used on the Pineapple Eyewear website, social media and at trade/consumer events.

Two Stepping with th Media

We invited editors from all UK optical publications and 50editors/journalists from national newspapers, gossip magazines, fashion publications, television and radio. As we knew editors would be inundated with event invites and fashion news, we wanted to make sure the  Pineapple Eyewearlaunch stood out. To give a personal feel, we sent handwritten invitations rolled up in Pineapple Eyewear glasses cases to each contact. We also used theTwitter to interact with publications. Finally, we sent a press release to entertainment news wires a few days before the launch. This resulted in a number of journalists from high-profile publications asking us for an invite.

A Very Social Brand

Even though the Pineapple Eyewear launch was a media event,we did not want to alienate potential consumers. Using Twitter and Facebook, wes et about raising visibility of the Pineapple Eyewear brand, supporting consumer interest in the product and launch, and influencing the buying decision of our target demographic. We built up a loyal social media following by interacting with consumers by feeding them celeb and fashion news, and giving away prizes. Competitions included asking followers to vote for their favourite spec wearing celebrities. We tweeted and uploaded rich media content live from the launch to give followers the feeling they were there themselves.

Cheek to Cheek

The Pineapple brand has gone from strength to strength over recent years. In 2010 its popularity exploded thanks to the reality televisionshow Pineapple Dance Studios, making Debbie Moore, Louie Spence and the Pineapple Dance Group international stars. We were keen to utilise this reputation to drive the Pineapple Eyewear launch. However, we were conscioust hat we did not detract attention away from Pineapple Eyewear itself.

This was achieved in several ways:

     Louie Spence and Debbie Moore – Both Louie and Debbie wore the glassesthroughout the event. They were briefed to talk about Pineapple Eyewear duringtheir presentations and interviews.

     Pineapple Dance Group – Choreographer Mark Battershall wasb riefed to incorporate the glasses into the dance routine. We chose ‘eye ’related tunes (e.g. Eye of the Tiger and Starry Eyed) for the PDG to perform to. The dancers modelled the glasses and used them as props in their dance.

     Pineapple Dance Studio television programme – We arranged for the production company to come to the launch and film it for the new Sky 1 series.

     Photograph opportunities – A Pineapple Eyewear branded backdrop ensured all photographs contained the product name. Louie Spence, Debbie Moore, Kevin Kennedy and PDG posed for photographs wearing the glasses.

     Pineapple newsletter and website – News about Pineapple Eyewear and the launch appeared in Pineapple’s newsletter and website, tapping into theirestablished database.

     Pineapple Wikipedia – Pineapple Eyewear was added to the Pineapple Dance Studios Wikipedia page.

A Standing Ovation

As well as dozens of photographers from agencies, over 60 journalists and editors from trade and consumer press attended:

     National newspapers / supplements:

-         SundayTimes Style magazine

-         Daily Mail

-         Mail on Sunday

-         The Sun

-         Daily Mirror

-         Sunday Mirror

-         Daily Star

-         Star on Sunday

-         News of the World

 

     Broadcast:

-         Pulse( production company behind Sky 1’s Pineapple Dance Studios)

-         ITN

-         BBC Radio 1 and Radio 1 Extra

-         Unique Radio

     Consumer:

-         Grazia

-         Closer

-         More!

-         LoveIt!

-         Bliss

-         Mizz

-         Shout

-         Zoe Griffin Showbiz Site

 

     Trade & business press:

-         Optician

-         Optical World

-         Optometry

-         VisionNow

-         Licensing Biz

-         Marketing

-         Eyes

 

Coverage highlights:

     Radio 1 – Pineapple Eyewear launch named “top5 showbiz events of the week”

     ITN – “Louie Spence launches Pineapple glasses”

     Sunday Times Style magazine – “Modern Mishaps”

     Sunday Mirror – “Louie Gives Mad the Eye”

     Manchester Evening News – “Curly Watts Shows He’s Still GotS pecs Appeal”

     MSN Shopping – “Eye Eye”

     Optometry Today – “Pineapple range launched atf amous dance studios”