Cotton On
The Challenge
Generate brand awareness and regular publicity amongst target media, educating consumers and creating hype around new collections and store launches, whilst maximising PR opportunities without saturating media with similar press content.
Since commencing with the PR for Cotton On, in September 2013, media requests and interest for press material increased tremendously, receiving over 40 requests per month for product sourcing for editorial shoots. Over a three month period, we generated over 80 pieces of publicity across all mediums, resulting in Butter Knife being awarded the Cotton On Group PR retainer:
Number of print pieces: 52
Number of online pieces: 17
Number of broadcast pieces: 12
Total number pieces of publicity: 81
Total ad value: R 1,622,377.57
Total audience reached: 6,121,819
ROI: 1:57
Our Approach
  • Leveraged new store openings through pre hype publicity in regional media, inviting media to visit new store openings and seeding post launch photographs. Store launches included Cotton On Stellenbosch and Cotton On Gauteng stores Brooklyn, Rosebank and Fourways
  • Pitched product images and seasonal press material to media on a regular basis
  • Granted media approvals for fashion brief, sourcing directly from stores, with the aim of increasing brand product placement and fashion and lifestyle editorial coverage
  • In addition to reactive press office, we conceptualised ongoing PR tactics that would increase brand mentions and exposure
  • Secured competitions and giveaways to generate additional foot traffic to the various stores