The most successful tableware launch of the last 10 years.
— Tableware Buyer, John Lewis

BRIEF:

Iconic British pottery brand Denby was preparing to launch Natural Canvas: a new tableware range designed for modern living. A collection with beautifully designed yet functional pieces, Inkling was tasked with showcasing the benefits of Natural Canvas to a younger, more contemporary audience.

SOLUTION:

We needed to utilise a series of PR and social-led activities to create desirability and drive sales. This needed to be achieved by reaching beyond Denby’s heartland of 45-60 year-old ABC1s and appealing to a new audience, personalised as “Sophie”, defined as in her early 30s, aspirational, and willing to invest in holistic quality: provenance, ethics and craftsmanship.

We crafted a multi-channel campaign with cook and feel-good foodie Anna Barnett at its heart to celebrate the launch of Natural Canvas and champion its product benefits. These included a tasting event to build relationships with gold-tier specialist and mainstream media, carving up feature angles that resonated with key journalists, connecting with specialist influencers including bloggers and stylists and a full social content plan, paid media support and in-house social monitoring.

RESULTS:

  • 45 pieces of coverage
  • 178,228,402 reach via PR
  • 57% increase in e-com traffic
  • 80% of audience converted to website were new visitors
  • 31% increase in conversion