PIWoP (Price I Want to Pay) are a price drop alert tool that allows users to build lists of items they want to buy from household essentials to designer luxury items. They can set the price they want to pay for each item and the tool will notify them if and when it is discounted to or below the set price.
We began representing PIWoP with the aim to gain press exposure for the tool. The end goal was gain interest and to encourage users to sign up for the app.
We created a PR strategy which identified the target markets that the platform would be most useful for.
The area of money saving is very broad, so there was a lot of scope to work with. The PR team started by pinpointing the audience demographics they wanted to target, which included students, parent and families, as well as women who like to shop savvy.
By doing this we could break the target audiences down into monthly campaigns. This way we were able to effectively segment the publications we wanted to target and the individual messages we wanted each audience to digest.
In order to reach these demographics, the team put a strategy in place that involved a blogger campaign as well as traditional media pitching. They contacted a range of handpicked bloggers whose audience and reach are aligned with the client’s and paid them to post a review of the tool.
The approach then positioned the founders of PIWoP as money saving experts, who can provide readers with insider knowledge and tips on how to shop clever. These expert advice and insights were pitched to journalists to secure coverage in relevant publications, including National and high-profile lifestyle titles.
We were quickly able to implement this with great success, we still work with this client on a monthly basis years later.
Within our first quarter we were able to successfully secure 21 high end profile pieces for this client.
In the average month, PIWOP had exposure to 132.1 million people and if they had paid for the publications, rather than used us for PR, they would have paid £141,000 rather than the £3,000 fee that we charged.
Here are our favourite pieces of coverage:
As you can see, this was, and still continues to be, a very cost effective method of marketing the company, which ensures a number of people now use the platform to save when shopping online.