CASE STUDY: ROUGE BULLRING
After successfully pitching for the launch of Rouge Bullring, EASTVILLAGE. set to work in helping to bring this new concept to the city. Having already trialled the ‘Rouge’ brand in Haywards Heath, our role was to work alongside the team to generate a buzz both pre-and post-opening.
From targeted press outreach and co-ordinating pre-launch activations, to connecting the team with all of the right people in the city and delivering an elegant VIP preview dinner, we were excited to serve up some excitement for the new-look Rouge Bullring.
As this was a brand-new concept to the midlands, we set out a plan that would win us coverage in regional, national and trade titles, so that we could share what Rouge had to offer, whilst also celebrating Birmingham as one of the first places to trial the new Rouge.
We worked with the Rouge team to ensure they were getting the best bang for their buck, by partnering with local media partners, and exploring the best advertisement and marketing avenues with the Bullring.
Ensuring that Rouge arrived in style, we crafted the ultimate guestlist for the pre-launch dinner – managing RSVPs and being there on the night to welcome them to the brand new restaurant.
Working with the Brand Executive and Brand Manager we ensured that we kept them updated with our campaign every step of the way, so that they knew exactly what our focuses, and KPIs were for everything we did – making sure that the launch and beyond would be a success.
Using a multi-channel approach our campaign plan included press announcements, targeted paid ads, competitions, journalist and influencer engagement and a private dinner – all of which ensured Rouge was always front and centre for all of the key target audiences across the city.
After TeamEV was on boarded to assist with Rouge’s re-launch in Birmingham, we immediately started tapping in to our ‘little black book’ of contacts across the region. From regional journalists and influencers to event specialists and networking groups, we introduced all of the right people to thew new Rouge concept.
Like any campaign at EV, we provided a signature rEView at the end of our campaign which provided an overview of the activity and results. Using stats from our coverage, advertorials, collaborations and event we estimated our total reach, interactions and engagement.
During an eight-week campaign we helped to launch the brand-new Rouge concept in Birmingham, creating a long-lasting buzz and brand awareness during launch and beyond.
We achieved 30 pieces of coverage in regional, national and trade titles, which secured a reach of 562,000 and a circulation of 17 million.
Our advertorials had a reach of over 224,000, 3,000 link clicks and 10,000 impressions.
The VIP event was a huge success with a 97% attendance rate on the night, 30 posts shared across Instagram, LinkedIn and Twitter, all of which gained an impressive 45,000 audience impressions.