The Perfect Match Made in Wilko Heaven

Challenge & Solution

Brazen set a new benchmark for Wilko’s store launch marketing activity when it enlisted mega influencer Joey Essex to launch its new Lakeside store.

With a friendly, personable and engaging persona, Joey perfectly mirrored Wilko’s brand values, and directly appealed to the shopping centre’s core demographic.

On the day, the team managed press interviews with the likes of MailOnline, organized a meet and greet with hundreds of excited shoppers, and masterminded a quick-fire video for Wilko’s social channels.


Results & ROI

  • Largest queue for Wilko store opening ever

  • x33 pieces of coverage including MailOnline, Express Online and OK

  • Social media reach of 10.8m, PR reach of 820m