PR DURING PANDEMIA


raise brand awareness and sales
"Eklernaya Kler" is a network of bakeries, where every morning you can find freshly baked eclairs and bouquets of seasonal flowers.
PR DURING PANDEMIA

SOLUTION

Firstly, it was important to emphasize the existence of contactless delivery. By that time the cafe already had well managed on-time delivery with its own couriers which helped a lot. We made an accent on this advantage and spinned the idea on top of popularity while the rest of the market was still figuring things out.

Combination of several PR instruments gave us great results: mass media, Telegram channels and publications with influencers. It was crucial to reintroduce our client to the existing audience as well as attract new one.

GOALS

  • Increase brand awareness
  • Sustain and improve image among relevant audience
  • New audience involvement
  • Raise customer loyalty
The closest media event was Easter, but by the time of contract signing the global pandemic had erupted which led to closure of all restaurants. New goals and suggestions were made ASAP.
Chosen split allowed us to keep constant media presence and increase of brand mentions
which led to growth of conversion rate (delivery order through website)
We have prepared a press release and sent it among our media database, and also
we have prepared a list of relevant influencers with a cooperation offer
After working with the first newsbreak we analysed received data, corrected the pool
of chosen media and started working under Easter by analogy.

RESULTS

50 + publications
Mass Media
70 + publications
Telegram-channels and influensers
10 million
PR Value
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