HOW WE SAVED THE (PRESS) SHOW DURING COVID-19

Retailer wilko’s Christmas in July event is a highlight of the PR calendar..

Generating thousands of product-focused pieces of festive coverage during retail’s ‘golden quarter’. As with so many things, Covid-19 scuppered the usual event plans and meant a remote alternative was needed; wilko challenged Brazen to find a digital solution that would achieve the same great results, showcase the brilliant products the retailer has to offer and gain valuable face time with key media for the brand. Cue the Virtual Press Show!

wilko design team presenting products

Brazen created a virtual press show, inviting long lead journalists to join the team for an online event. The press office team at Brazen hosted the show, while wilko’s in-house design team acted as presenters.

The show took media through each of the instore trends for AW 2020 and Christmas, whilst also providing gifting inspiration, an insight into how the brand devises trends and some top tips on how to achieve a magical Christmas without breaking the bank.

All onscreen presenters donned festive garb and decorated their homes for the show so that the virtual experience was truly Christmasssy.

Followed by a live Q&A

Q&A with wilko's design team over Zoom

Following the show, a live Q&A took place; and throughout media could comment on what products they liked best and vote in polls to provide real time feedback on the collections for wilko’s use.

The legacy of this event has continued, with the Brazen team hosting one-to-one press appointments via Zoom with media throughout the autumn months to gain that all important festive product placement coverage across national, long and short lead consumer and online titles. To build excitement for the appointment and to add a dash of Brazen magic, each journalist received a hamper complete with wilko Christmas treats to scent, festoon and dress their home – not to mention those all-important chocolate coins to nibble on while they chat with the team.

A second round, focused on long lead spring summer outreach, begins shortly!

Need some inspiration? Check out our top tips for hosting a virtual media event.

Results of our virtual press show

32 long lead journalists from titles including Ideal Home, Good Housekeeping, House Beautiful and Woman & Home attended the event

100% of guests saw products that would work for their Christmas content; and this coverage has already started to land

100% of the press guests appreciated insights from the design team and the chance to learn more about the process behind the products

100% of media said they liked the virtual show format and would attend a future similar event

What the media said

“It was a great show! It was a really lovely way of showcasing the products in the current circumstances. Plus, as a freelancer and a mum of two it meant I could attend while the kids ate snacks and watched TV – so I didn’t miss out which I may have done otherwise. Well done to all the team for putting together a great virtual press show – and for bringing us a great selection of products and expert knowledge too.”
Ysanne Brooks, Freelance
(Ideal Home, Woman & Home, 25 Beautiful Homes, Good Homes and Real Homes)
“I’ve only attended one other virtual press show and this worked very smoothly. I loved that the product team made-an-effort to have it looking festive too!”
Carrie Skinner
Good Housekeeping
“I really enjoyed how Christmassy and festive the show was – unlike some other virtual shows I’ve attended. I expect we’ll see more of across the board in the future. As ever with wiko, it’s always a good show.”
Lizzie Hudson, Freelance
(House Beautiful and Style at Home)
“Thanks so much for such a fab show! Honestly, it was the most professional, creative, Christmassy, and informative of the virtual events I’ve attended this year. So bravo!”
Esme Clemo
Woman & Home

See our virtual press show in-action!

wilko design team presenting product
wilko design team presenting products
wilko's design team talking on Zoom
Q&A with wilko's design team over Zoom
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