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Fieldworks recognised for Best B2B PR campaign in the B2B Marketing Awards

The Fieldworks PR team picked up another award shortlist this week, this time in the B2B Marketing Awards.

Having just picked up another shortlist nomination for our PR campaign for RetailEXPO in the CIPR Awards’ Best Use of B2B PR’, we were thrilled to also be shortlisted in the B2B Marketing Awards’ ‘Best of Use of PR’ category for our campaign for Emma Mattress.

The campaign

Already known in Europe as a best-selling bed-in-a-box brand, Emma Mattress wanted to launch itself in the UK.  As well as selling direct to consumer (D2C) via its own ecommerce channel, Emma Mattress wanted to secure partnerships with UK retailers to stock its mattress range, broadening its sales channels for UK shoppers.

To position Emma Mattress as a challenger brand and differentiate it from the competition, Fieldworks devised a newsjacking strategy to deliver key messages around the company’s sustainable business model – comprising low levels of funding and a focus on investment on product quality and R&D – into the media.

In recognition that retail buyers and buying teams at UK retailers look out to the wider media and industry when selecting stockist partners to work with, in addition to senior level c-suite audiences via trade and B2B PR, Fieldworks also recommended a complementary B2C PR effort to ensure visibility for the bed-in-a-box brand in the wider media.

The results

We generated 161 pieces of B2B PR coverage including BBC Business, Independent, Evening Standard, Retail Week, Charged Retail, Retail Gazette, Direct Commerce, Retail Tech Innovation Hub, Furniture News, and Cabinet Maker.

B2C coverage on the likes of The Independent, Daily Mirror, YOU, Daily Mail, T3, Wired, Woman & Home, Look, woman, House Beautiful, Good Housekeeping, Now and OK, drove 106.9m global opportunities to see.

Web referrals to the Emma Mattress website reached 14,816 – generated by our PR coverage – and, importantly, off the back of the PR, partnership deals were secured with major furniture retailers, DFS and Carpertright, while D2C sales via its ecommerce channel was boosted directly from PR.

Fieldworks’ award shortlist for the Emma Mattress follows a string of recent award wins for the PR team, including CIPR PRide Gold (Best B2B PR Campaign) and PRCA Gold (Best Trade & Business PR Campaign) for ShopperTrak, and Small PR Agency of the Year.


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