We worked with RedLetterDays to create an eye-catching PR campaign that would make them the talk of the town in the run up to Valentine’s Day.
Taking inspiration from the eponymous ‘red letter’ of our client’s name and coupling it with the growing fatigue with cutesy, couples-led Valentine’s Day campaigns, our idea centred on asking the public to write a Valentine’s Day card for someone they’d never met.
What we did
We provided bespoke letter boxes and secured high-profile venues across the UK to host them in (which included brokering a partnership with WeWork). We then encouraged the public to pen a thoughtful note to someone who might otherwise not receive a card on Valentine’s Day, in a bid to alleviate loneliness. Then, in time for the 14th, we delivered the cards to care homes, community centres and charity groups across the UK.
By highlighting the role of the campaign in alleviating loneliness, we were able to capture media attention and secure wide-reaching, high-profile coverage.
This included splashes in the Metro, Evening Standard (print and online), The Sun, Stylist and TimeOut, alongside regional coverage in areas hosting letter boxes and a whole host of digital pieces (over 40 in total). The campaign was discussed live on Good Morning Britain (thanks, Piers!) as well as Magic Radio and BBC London. On the international circuit EuroNews, Agence France-Presse and Reuters sent camera crews to film the letter writing and posting. And ITV headed over to a Salvation Army care home to capture residents receiving our first Valentine’s Day card delivery.
A range of top-level influencers spread the word on Instagram at no extra cost, including @london (2.2m), @livewithelle (24k), and @prettylittlelondon (453k). This was backed up by our campaign partners sharing across their feeds, including @wework (520K), @salvationarmyUK (9k), and @EndLonelinessUK (23k).
Thanks to this wall-to-wall coverage, the cards poured in. Via our letter boxes and a dedicated postal address, we received over 3,000 Valentine’s Day notes which were sent to care homes and community groups across the country.
“ We have had a brilliant experience working with Crest. They did a superb job with our Valentine’s Day campaign and exceeded their targets. That didn’t stop them from working hard till the very end and coming up with creative partnership ideas. Account management was seamless and we hope to be working with them again! ”
Astha Sekhawat, PR Executive, Red Letter Days