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PRCA: Case study of the quarter

UK launch: Huggg – for when words are not enough

The brief

New app concept Huggg, which enables people to send friends a coffee or cake with a personal message via their phones, required strategic communications support for its consumer audience launch.

We worked with the new consumer tech brand to establish their tone of voice, style and social media presence as well as coverage in target consumer media. Initially launched in Bristol/Bath, Huggg plans to roll out nationally.

What we did

We worked closely with Huggg founders to develop a multi-channel campaign spanning media, social media and experiential brand activation.

A pair of ‘Huggg superheroes’ - complete with branded outfits - were accompanied by a street team around Bristol and Bath to spread the message that through Huggg, we can all brighten someone’s day and be everyday heroes.

The ‘purple squad’ burst into local media offices, even taking a seat in the ITV news studio. Photographs of the crew in iconic locations formed the basis of a social media campaign aiming to spread good vibes across the region. Competitions that offered prizes from Huggg’s participating merchants, run via prominent blogger channels helped to cement the brand’s message that acts of kindness needn’t be random.

The impact

The app achieved more than 1,000 downloads and registrations in the first week alone. The social media channels, with their distinctive humorous personality, have grown into colourful profiles with great levels of engagement with prominent blogger networks and lifestyle influencers. The news coverage that surrounded the launch was widespread with pieces in all target consumer titles and sentiment was overwhelmingly positive including broadcast interviews secured for Huggg’s CEO.