phone coop
TRANSCRIPT
Client name Sector Timeframe Budget
Phone Co-op Telecommunications November 2014 – January 2015
£10,000
DRIVING SALES VIA COVERAGE: FAIRPHONE BY THE PHONE CO-OP
2 Credentials | © Journalista 2015 | journalista.co.uk
In October 2014 Journalista won a competitive pitch to help drive sales of the Fairphone handset, the world’s first ethical smartphone, for the Phone Co-op. Our objectives were to: • Increase Fairphone-related website
pageviews by 30 per cent
• Achieve 30 per cent increase in average daily sales during the PR campaign compared to the corresponding previous period
Challenge Strategy Results
• Decided which channels to target with exactly which content and in which order of priority to effect the biggest impact on purchasing decisions
• Implemented a range of tactics centred around reviews of the Fairphone handset
• Targeted young people, parents and ethically minded people with coverage
• Targeted mainstream news and specialist tech publications
• Five reviews of Fairphone (including messaging about The Coop Phone and Broadband) in mainstream, specialist and tech media
89% increase in page views
63% increase in average daily sales
19m potential reach of coverage
CASE STUDY: PHONE CO-OP
Outcomes
3 Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: NATIONAL COVERAGE
4 Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: SOCIAL MEDIA
5 Credentials | © Journalista 2015 | journalista.co.uk
01 Google Analytics data shows that there was an increase in Fairphone-related pageviews on the Phone Co-op website of 89% during the PR campaign to 41,000.
02 Increase in average daily sales of the Fairphone on contract with the Phone Co-op, as a result of PR activity, of 63%.
OUTCOMES
03 Earned coverage amounting to potential audience of 19 million people.
04 Nine pieces of coverage secured including pieces in Daily Telegraph and MailOnline.
05 Drafted materials for use in stakeholder publications.
