Bachelorette star Lily McManus has had her fair proportion of heartbreak and now she’s ripping up the rule e book with the launch of a number of new product packs encouraging Kiwis to recover from the ex and embrace the brand new as a part of a brand new marketing campaign for Trade Me via Special PR.
The tv persona partnered with Trade Me to equip Kiwi singles with the whole lot they want via a curated vary of ‘Break Up Starter Packs’.
Says McManus: “I reckon the easiest way to recover from somebody is to get beneath one thing new. So I’ve partnered with the legends at Trade Me to place collectively 4 Break Up Starter Packs that actually have the whole lot you should say goodbye to the dreaded ex and look towards a contented, and wholesome future.”
Each of the Break Up Starter Packs are primarily based on 4 widespread post-break up rituals and are stuffed to the brim with new items from Trade Me, curated to empower Kiwi to cope with their altering life state of affairs.
The Break Up Starter Packs marketing campaign was developed to drive consciousness and consideration of Trade Me as a supply for searching and buying new items.
The marketing campaign comes off the again of Trade Me’s newest ‘In With The New’ model platform and following the success of ‘Everyday Runway’, additionally executed by Special PR. It combines content material creation, strategic influencer advertising and media relations.
The concept was cemented in insights from new analysis commissioned by Trade Me that confirmed that just about half (42%) of the inhabitants, aged between 20 and 40, has been by a break up up to now three years – prompting 53% of individuals to purchase new tech, 50% to purchase new homewares and 48% to purchase new furnishings.
The analysis additionally discovered that 70% of Kiwi started understanding and consuming more healthy to assist them transfer on from a previous relationship and one in two of (45%) embraced newfound singledom to give attention to self-pleasure.
The 4 Break Up Starter Packs primarily based on a few of these behaviours are are:
● It’ll Work Out: An choice for health fanatics that can have you ever feeling good on the within and out, one rep at a time, with useful residence fitness center gear and fitspo must-haves like a FitBit and dumbbells
● Max Relax: Packed with the whole lot you should get pleasure from your individual firm and sit back at residence with out judgement – whether or not that’s a comfortable pair of Crocs or a brand-new gaming headset
● Good Vibes Only: Embraces intercourse positivity and takes a cheeky R18 strategy with a Starter Pack filled with naughty treats to convey you good vibrations in additional methods than one
● Moving On: Showcasing a variety of brand-new furnishings and homewares, like a Samsung Smart TV and crispy, recent linens that will help you transfer on and construct a fair higher nest
The marketing campaign launched on 30 May with video content material throughout Lily McManus’ and Trade Me’s socials, which was amplified by media company MBM. Four influencers who carefully aligned with every of the break up rituals additionally created and shared content material, and the marketing campaign gained widespread media protection.
Trade Me’s model, advertising and communications director Sally Feinson mentioned the ideation and supply of the marketing campaign has been an enormous success: “When we briefed the staff at Special PR, we knew they’d reply with a artistic strategy that carefully aligned with our technique and wider model platform ‘In With The New’. The Break Up Starter Packs is an excellent idea that allowed us to narrate to so many customers, associate with an envoy who may very well be the face of the marketing campaign, and broaden our attain with influencers and focused media relations.
“It’s nice to work with an company associate that actually understands our model and can supply artistic counsel, and supply throughout a variety of our enterprise wants,” added Sally.
Says Natasha D’Souza, senior PR director at Special PR: “We’re massive followers of Trade Me’s In With The New model platform round right here, so naturally we had lots of enjoyable delivering this concept and producing consciousness round Trade Me’s unimaginable new items providing.
“We’re grateful to the staff for believing in our strategic creativity and we’re already wanting ahead to engaged on the following marketing campaign with them.”
The Break Up Starter Packs are nonetheless accessible for bidding on Trade Me, with all proceeds going to Kindness Store.
Client: Trade MeModel, Marketing and Communications Director: Sally FeinsonSenior Marketing Managers: Sarah O’Leary, Nicola Owen and Tina NarseyMarketing Managers: Nik Pearson, Julie Mayer and Jordan LegrosSenior Communications Manager: Millie SilvesterPR Agency: Special PRMedia Agency: MBMContent & Photography: RadLab
https://campaignbrief.co.nz/2023/05/31/trade-me-and-bachelorette-star-lily-mcmanus-launch-break-up-starter-packs-via-special-pr/
