Unikia

Background

Unikia’s mission is to become the world’s most innovative product development company by designing and producing unique and useful products for home and life. Its products are typically “smart solutions” to everyday problems.

Brief to CubanEight

The brief to CubanEight was to establish the Unikia brand in the UK to a mainstream audience via a creative and impactful PR campaign.

The key objective for the campaign was to increase awareness of Unikia’s award-winning and design-led product range and visibility of the brand with an engaging programme of PR activity by targeting high-volume media outlets and bloggers.

Our approach

The PR campaign kicked off with a seasonally focused creative launch mailer “Autumn/ Winter Warmer’s from Unikia”, featuring the brands key seasonal products, including the colourful ‘Nordic Wets’ non-slip ankle wellies and ‘Cosy Knit’ socks. CubanEight targeted key lifestyle national and consumer media and bloggers to secure news pieces.

Follow up product placement focused on a cross-section of media sectors, including gardening, sport, fashion and travel resulting in coverage in Emerald Street, The Independent’s ‘Ten of the Best…’, Shortlist, The Sunday Times gardening section, and Daily Telegraph Weekend supplement. Numerous product reviews appeared in key lifestyle and tech blogs including The Test Pit, Scarlett London and Fifi Mcgee.

A competitions programme was initiated and placement secured in a number of high traffic media including Huffington Post, AllAboutYou, Saturday Express and Talk Business.

A further creative mailer was deployed to hit the Christmas gift guides “All I want for Christmas is Unikia”, designed to showcase the innovation and expanse of the range, featuring products for home, kitchen, office and garden and segmented into different price brackets and product appeal for ease of selection. CubanEight targeted all Christmas gift guides within national and online media.

Broadcast media was a big focus; relationships were established with key broadcast media including BBC Click – the global flagship technology programme – it featured the award-winning Stirio in its Christmas gift guide and Channel 4’s Gadget Man, Richard Ayoade’s programme on the world of gadgets and new technology which also featured Stirio and Foodbag.

Campaign outcomes

100% immediate and positive media coverage (news and product placement) in a wide variety of tier one media key consumer, national, broadcast including Daily Mail, Emerald Street, Huffington Post, Independent, Metro, Shortlist, Telegraph, Channel 5’s The Gadget Show, Channel 4’s Gadget Man, The Sun and The Sunday Times.

Strong relationships were established with key consumer and national home, lifestyle, travel, sports and technology journalists and bloggers who now look to Unikia and CubanEight as first point of call for innovative and newsworthy products.