Background

IDdesign which is a Scandinavian home décor brand has been part of  the Easa Saleh Group and present in the UAE for over 15 years. The brand has created   a distinct product portfolio taking into account consumer tastes by having a balanced blend of Scandinavian and contemporary furniture

Challenge

  • Develop  a consistent PR programme to create a distinct identity for the brand
  • Have a broader narrative which takes into account both corporate and product stories and increase SOV

Approach

  • Built a proactive PR program around regular communication on products and at a corporate level with profiling opportunities for General Manager.
  • Took advantage of opportunity to enhance brands’s opinion leadership around home décor trends by building relationships with select English and Arabic magazines.
  • Enhanced lifestyle media focus with regular opportunities being leveraged through editorial calendar opportunities

Outcome

  • IDdesign has substantially increased its SOV in a competitive category
  • Over a short 4 month period, IDdesign has earned a PR value of over $ 2 Mn , Ad value of over $ 700,000 with 59  press clippings
  • PR efforts delivered in excess of 784 % PR value

more work