Case studies

Lyre's Launch with Legacy

Our Irish market launch became the global case study on best practice for go-to-market launches and influencer relations.

Key Points
01

This campaign needed to deliver B2C brand awareness + PR for a relatively new category and brand to Ireland

02

We also needed to deliver widespread awareness across the trade and retail sector

03

The key was to focus on boosting awareness and sales; quickly.

Campaign Objective

To develop a hard-working launch of Lyre’s non-alcoholic drinks into the Irish marketplace to boost both brand awareness and retail listings.

Our Irish market launch became the global case study on best practice for go-to-market launches and influencer relations.

Campaign Approach

Using persona insights combined with market research, we identified females with an interest in health, wellness and fashion, with busy schedules and interest in drinking trends as our primary audience. Our secondary audience was retailers.

We carried out an extensive media relations campaign. Consumer; lifestyle and trade media were engaged with. As well as planned influencer activity, we used “guerrilla influencing” to take tips from social listening and engage with influential creators at opportunistic times in January.

Results

The results were incredible, with a huge spike in interest on owned channels and driving sales in-store from SuperValu reports, with Lyre’s outselling both of its main competitors.
We also drove influencer activity onsite through trackable links with large increases- during launch and sustained media activity.

• PR reach of 28.8 million with 43 pieces of coverage secured

• Influencer reach of over 1.7million

• Outperformed key competitors

• All target retailers secured in 3 months, an unprecedented record for the brand in any market.

Results.

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