For nearly 90 years Newbridge Silverware has been designing and crafting quality tableware at its manufacturing facility in Newbridge, Co. Kildare. Taking pride of place in Irish in homes, the brand approached us to help introduce its growing jewellery edit to discerning UK consumers

Our ‘silver sisterhood’ campaign was inspired by a landmark piece of research published in the Psychological Review. It turns out that women are biologically predisposed to reach out to each other, although it took decades for scientists to uncover this ‘tend-and-befriend’ impulse.  Inspired by this (and the 17th century Irish Claddagh ring) we set about inspiring a new community of women to gift love, loyalty and luck.

The fashion PR campaign generated over 100 pieces of editorial coverage appeared over a 3-month project window, including high circulation glossy magazines and weekend supplements. The campaign translated well socially, with our influencer strategy delivering a further 60 pieces of exposure from high follower accounts. Female friendships celebrated, with a touch of Irish charm.

Services used:

  • Media relations
  • Influencer marketing

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