Case study: Detective Store
The brief
Spy equipment and surveillance gear specialist Detective Store, approached us to help them promote their brand across the UK as part of their UK expansion plan. The key objectives were to promote their products, increase traffic to the website and raise the company’s profile. As surveillance can be controversial topic, and the company was relatively unknown in the UK part an important part of our brief was to position Detective Store as a trusted brand in addition to being industry experts.
Spy equipment and surveillance gear specialist Detective Store, approached us to help them promote their brand across the UK as part of their UK expansion plan. The key objectives were to promote their products, increase traffic to the website and raise the company’s profile. As surveillance can be controversial topic, and the company was relatively unknown in the UK part an important part of our brief was to position Detective Store as a trusted brand in addition to being industry experts.
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What we did
After working with the Detective Store to develop and hone the messaging we created an extensive PR plan identifying which products would be most appealing to UK journalists and consumers. Our strategy was centred around securing a solid base of reviews in trusted publications. Dimoso are very aware that journalists, lifestyle and tech journalists particularly, receive a high volume of review requests so in order to secure quality reviews we compiled a comprehensive list of publications and journalists and reached out to them, in order of relevance and readership figures. We managed the complete process sending products for review and ensuring they were returned, for products that were not gifted to journalists. |
The results
During our campaign with Detective Store we secured product reviews in tier one media such as The Metro and in vertical media targeted for individual products including Tech Nuvo and Bike Radar. We introduced Detective Store to the UK media and built strong relationships with product review journalists, particularly in technology and lifestyle publications.
During our campaign with Detective Store we secured product reviews in tier one media such as The Metro and in vertical media targeted for individual products including Tech Nuvo and Bike Radar. We introduced Detective Store to the UK media and built strong relationships with product review journalists, particularly in technology and lifestyle publications.