How do we build awareness of the spectacular Shaolin Monks, raising their profile in the UK and engaging consumers and the media in the DVD of their astonishing stage show? It was key to hit the teen and family target audience.
Showcased the monk’s wonderful heritage by crafting a press trip to China and harnessing the power of the influencer. We invited teen vlogger Sam King to create content for his fan base, alongside traditional national and consumer outlets which reached the family audience.
Offered media and influencers one-on-one time with the monks to demonstrate their amazing talents up close. Created bespoke health and fitness style features tapping into the mindfulness trend as a key news hook for media.
Video and social content ran across vlogger Sam King’s channels engaging his 200K subscribers. Secured six pieces of press trip coverage across national publications including Daily Star, The Sun, Daily Mirror Online, and Radio Times Online. 69 pieces of coverage with a total reach of 243,563,798 and an ROI achieved of 1:422.
Significant awareness was achieved through our comms tactics, raising the profile of the Shaolin Monks with the UK consumer, achieving our primary objective and pushing the DVD into the top of the Amazon DVD chart.