2. OVERVIEW
This PR report and coverage update is structured as follows:
oTop line coverage results to date
oSummary of activity from April 2016-July 2016
oAugust 2016 PR report
oSeptember 2016 PR report
oOctober 2016 PR report
oDecember 2016 PR report
oJanuary 2017 PR report
3. TOP LINE RESULTS TO DATE
60
pieces of
coverage
to date
Reach of
over 10m
people
An estimated
EAV value to
date of
£23K
5. PR ACTIVITY OVERVIEW
MEETINGS
3rd May at Storm offices
23rd June at The Hilton, Paddington
3rd July at Canada House, London
ACCOUNT MANAGEMENT
Storm drafted trade and consumer launch releases
Storm drafted generic hemp release educating consumers on the health benefits of hemp | Release pending approval
Storm compiled recommendations for a targeted lifestyle, health and food blogger outreach | Pending sample delivery
6. PR ACTIVITY OVERVIEW
LAUNCH EVENT
Storm co-ordinated and organised the PlanetHemp launch event at the Canadian embassy on Tuesday 19th April | Event organisation
included; the breakfast menu for the event, branded collateral for guests, deliveries, event set-up and goodie bags
Storm drafted script for PlanetHemp promotional video
Storm outreached to press, bloggers and influencers inviting them to attend the event | Storm followed up with all media post-event |
Publications that attended the launch include:
7. PR ACTIVITY OVERVIEW
TRADE OUTREACH
Storm outreached to all trade publications with Planet Hemp launch release | Storm has secured a total of 11 pieces of trade coverage to
date with a combined reach of 664,162 people
Storm set-up exclusive with The Grocer | Due to a large amount of industry news the journalist pulled the article
Storm outreached to all trade media attending NOPE inviting them to visit the PlanetHemp stand
Storm secured interview opportunity with Beverage Innovation magazine | Storm liaised with client to draft copy | Storm shared
coverage once appeared
Storm secured feature opportunity in New Food magazine ingredient supplement and shared coverage with client
Storm drafted copy for Natural Products magazine Product Showcase section
Storm drafted copy for Food & Drink Matters
MISC.
Storm arranged label printing for case barcodes and delivery to Newcastle
Storm arranged printing and delivery of branded collateral and leaflets for NOPE
8. COVERAGE OVERVIEW
A combined circulation of 9,364,162
A PR value of £38,927
A ROI of 3:1
78% ‘A’ media and 22% ‘B’ media
13 pieces of national, consumer and trade coverage
22. CAMPAIGN LEARNINGS
Having no samples meant that we were unable to begin our proposed blogger outreach
The lack of listings meant it was not possible to outreach to consumer media as their readers need to know where they can buy the
products they feature
Moving forward we would look to place more generic hemp pieces with the feature written during the campaign
24. PR ACTIVITY UPDATE
ACCOUNT MANAGEMENT
Storm and client attended meeting on 11th August at Storm offices, London
Storm compiled end of campaign wrap report and shared with client
Storm drafted proposed recommendations for the continuation of PR support and shared with client
MEDIA OUTREACH
Storm drafted generic hemp release and sent to client for approval | Client provided feedback and Storm amended the release
Storm commenced blogger engagement programme and confirmed coverage across nine targeted health, fitness and lifestyle blogs with
a combined monthly readership of over 614k people | Storm to continue to liaise with bloggers and update client as appropriate
Storm researched recent CBD coverage in the UK media and shared with client
Storm secured generic hemp coverage in September issue of Women’s Fitness | Storm to share coverage once published
MISC.
Storm sent Cacao Heaven and Forbidden Fruit product samples to Tom Holliday at Sainsbury’s
27. PR ACTIVITY UPDATE
ACCOUNT MANAGEMENT
MEDIA OUTREACH
Storm reached out to lifestyle, health and food bloggers and shared coverage with client.
Storm outreached to influential social media accounts, including Natasha Corrett at Honestly Healthy (a renowned author and health
food guru) who posted about Planet Hemp to her 66,000 followers.
Storm sold in the ‘generic hemp’ release. Pieces would be stronger with a listing to drive consumers to buy Planet Hemp products, but
work well to raise awareness of the powerful benefits of hemp itself.
MISC.
Storm created Tree of Life Ecast.
Storm reached out to Jamie Oliver magazine in regards to trying Planet Hemp products.
46. PR ACTIVITY UPDATE
MEDIA OUTREACH
Storm continued to reach out to lifestyle, health and food bloggers and shared coverage with client.
MISC.
Storm researched banner options for upcoming Food and Drink Matters Live show.
Storm amended Food and Drink Matters Live magazine copy.
Storm met with the client to meet the new head of sales and discuss 2017 planning.
Storm sent over a recap of current PR support programme and up to date coverage schedule.
47. PUBLICATION: MY FAT ME ANIA (TWITTER)
TYPE: SOCIAL MEDIA
DATE: 25TH SEPTEMBER 2016
FOLLOWERS: 1,746
PR VALUE: £262
48. PUBLICATION: SALAD AND SEQUINS (TWITTER)
TYPE: SOCIAL MEDIA
DATE: 30TH SEPTEMBER 2016
FOLLOWERS: 678
PR VALUE: £102
49. PUBLICATION: SALAD AND SEQUINS
TYPE: BLOG
DATE: 30TH SEPTEMBER 2016
MONTHLY UNIQUE USERS: 4,170
PR VALUE: £400
50. PUBLICATION: MY FAT ME ANIA (INSTAGRAM)
TYPE: SOCIAL MEDIA
DATE: 4TH OCTOBER 2016
FOLLOWERS: 2,151
PR VALUE: £323
54. PR ACTIVITY UPDATE
MEDIA OUTREACH
Storm continued to reach out to lifestyle, health and food bloggers and shared coverage with client.
Storm organised Christmas social media competitions with Green & Lean and Happy Skin Kitchen.
MISC.
Storm created Health Food Store advert.
Storm edited images for Health Food Store launch piece.
55. PUBLICATION: EAT NOURISH LOVE (INSTAGRAM)
TYPE: SOCIAL MEDIA
DATE: 2ND NOVEMBER 2016
FOLLOWERS: 25,500
PR VALUE: £3,825
68. PR ACTIVITY UPDATE
MEDIA OUTREACH
Storm continued to reach out to lifestyle, health and food bloggers and shared coverage with client, including A Daisy ChainDream and
Melissa Jane Lee.
Storm mentioned the Food & Drink Matters award win as ‘Company of the Year 2016’ when pitching for profile pieces.
Storm followed up with the Green & Lean team to ensure the Christmas giveaway post on Instagram went live featuring Planet Hemp.
Storm also pushed for the post to be mentioned on parent company Honestly Healthy’s Twitter feed, which has a strong following.
MISC.
Storm created classified advert for Food & Drink Matters.
JANUARY ACTIVITY
Storm to follow up with bloggers who have received Planet Hemp samples and to continue blogger outreach.
Storm to commence consumer media sell in now listings have been confirmed, aiming for any last-minute healthy January
inclusions.
Storm to present 2017 proposal to client at meeting on January 11th.
69. PUBLICATION: GREEN AND LEAN PLAN (INSTAGRAM)
TYPE: SOCIAL MEDIA
DATE: 8TH DECEMBER 2016
FOLLOWERS: 4,909
PR VALUE: £736.35
70. PUBLICATION: HONESTLY HEALTHY (TWITTER)
TYPE: SOCIAL MEDIA
DATE: 8TH DECEMBER 2016
FOLLOWERS: 68,500
PR VALUE: £10,275
71. PUBLICATION: A DAISY CHAIN DREAM
TYPE: BLOG
DATE: 11TH DECEMBER 2016
MONTHLY UNIQUE USERS: 11,220
PR VALUE: £600
72. PUBLICATION: A DAISY CHAIN DREAM (TWITTER)
TYPE: SOCIAL MEDIA
DATE: 11TH DECEMBER 2016
FOLLOWERS: 6,039
PR VALUE: £905.85
73. PUBLICATION: MELISSA JANE LEE
TYPE: BLOG
DATE: 19TH DECEMBER 2016
MONTHLY UNIQUE USERS: 7,140
PR VALUE: £400
74. PUBLICATION: HAPPY SKIN KITCHEN (INSTAGRAM)
TYPE: SOCIAL MEDIA
DATE: 19TH DECEMBER 2016
FOLLOWERS: 21,200
PR VALUE: £3,180
76. PR ACTIVITY UPDATE
MEDIA OUTREACH
oStorm continued to reach out to lifestyle, health and food bloggers and shared coverage with client
GENERAL
oStorm put forward a sampling opportunity with Instagram influencer Green & Lean (part of Natasha Corrett’s
Honestly Healthy brand)
oStorm met with client to present its PR proposal for 2017, including:
Working with influencers to grow the ‘We Love Hemp’ community
Creating UK-based Planet Hemp Instagram and Facebook channels to help raise awareness of the brand in the
UK and complement the recommended influencer activity
Big and creative ideas such as running an education-piece survey and launching the first ‘ungreasy spoon’
dedicated to hemp-inspired dishes
oStorm compiled website and SEO recommendations and sent to client for consideration
77. PUBLICATION: EAT NOURISH LOVE (INSTAGRAM)
TYPE: SOCIAL MEDIA
DATE: 26TH DECEMBER 2016
FOLLOWERS: 31,900
78. PUBLICATION: HAPPY SKIN KITCHEN (INSTAGRAM)
TYPE: SOCIAL MEDIA
DATE: ACROSS JANUARY 2017
FOLLOWERS: 22,700
