Background

Better Life as a retail brand within the Easa Saleh Group has a portfolio of major appliance brands with showrooms across Dubai and Abu Dhabi.. Better Life is looking to expand its product portfolio to have a wider kitchens solution focus as part of a revamped marketing strategy

Challenge

  • Create a consistent PR programme to position Better Life as a retail brand of choice for home appliances and kitchen solutions
  • Increase awareness levels while building on its lineage

Approach

  • Built a proactive PR program around regular communication on brands with an extensive brand narrative to generate higher top of mind awareness.
  • At a corporate level leveraged opinion pieces with perspective on retail and appliance trends for General Manager.
  • Built select media partnerships.
  • Targeted lifestyle media with product placement opportunities and enhanced editorial calendar opportunities

Outcome

  • Better Life has achieved exponential growth in SOV in its category
  • Over a short 4 month period, Better Life has earned a PR value of over $ 1.8 Mn , Ad value of over $ 600,000 with 51  press clippings
  • PR efforts delivered in excess of 690 % PR value

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