Our work with Phone Coop

1. Client name
Sector
Timeframe
Budget
Phone Co-op
Telecommunications
November 2014 – January
2015
£10,000
DRIVING SALES VIA COVERAGE:
FAIRPHONE BY THE PHONE CO-OP

2. 2Credentials | © Journalista 2015 | journalista.co.uk
In October 2014 Journalista won a
competitive pitch to help drive sales of the
Fairphone handset, the world’s first ethical
smartphone, for the Phone Co-op.
Our objectives were to:
• Increase Fairphone-related website
pageviews by 30 per cent
• Achieve 30 per cent increase in average
daily sales during the PR campaign
compared to the corresponding previous
period
Challenge
Strategy
Results
• Decided which channels to target with
exactly which content and in which order
of priority to effect the biggest impact on
purchasing decisions
• Implemented a range of tactics centred
around reviews of the Fairphone handset
• Targeted young people, parents and
ethically minded people with coverage
• Targeted mainstream news and specialist
tech publications
• Five reviews of Fairphone (including
messaging about The Coop Phone and
Broadband) in mainstream, specialist and
tech media
89%increase in page views
63%increase in average daily sales
19mpotential reach of coverage
CASE STUDY: PHONE CO-OP
Outcomes

3. 3Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: NATIONAL COVERAGE

4. 4Credentials | © Journalista 2015 | journalista.co.uk
OUTPUTS: SOCIAL MEDIA

5. 5Credentials | © Journalista 2015 | journalista.co.uk
01
Google Analytics data shows
that there was an increase in
Fairphone-related pageviews
on the Phone Co-op website
of 89% during the PR
campaign to 41,000.
02
Increase in average daily sales
of the Fairphone on contract
with the Phone Co-op, as a
result of PR activity, of 63%.
OUTCOMES
03
Earned coverage amounting to
potential audience of 19
million people.
04
Nine pieces of coverage
secured including pieces in
Daily Telegraph and
MailOnline.
05
Drafted materials for use in
stakeholder publications.

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