Nobody does Scandi style quite like Cox & Cox. The brand’s signature aesthetic has become a byword for modern living but with a bigger, better Christmas collection to introduce, the privately owned company sought expert PR counsel. Fox Collective developed and ran the resulting campaign.

Working against the clock, we deployed a range of coverage driving tactics. Digital trend cards introduced buyer tips, providing ‘behind the brand’ visibility. Curated themes were supported by ‘Get the look’ videos and quick-access image banks. Exclusive features were negotiated with high circulation magazines and supplements. ‘Bauble boxes’ were dispatched to key shopping editors and a new sample system was implemented to help manage hundreds of media loans.

The end results? A deluge of quality, earned coverage…627 Christmas products featured (to be precise) across the UK digital, print and broadcast media with a 263% increase on the previous year’s efforts. What a cracker!

Services used:

  • Media relations
  • Influencer marketing

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