CHEEKY MONSTERS

Muckle Media was tasked by the TED group to help with the launch of their new character brand, Cheeky Monsters. This involved a strategic and well thought out influencer campaign alongside ongoing media relations to help drive product sales and raise awareness of the group’s latest offering.

Challenge

Muckle Media was initially tasked with securing product placement for the brand as they launched their new range of plush toys and storybooks.

The goal was to ultimately raise awareness of the brands profile, story and key messages.

Strategy

Focusing on a competitive market which is predominately tech driven these days, media relations were delivered in a variety of ways through Muckle’s press office.

Alongside product placement pitching, Muckle Media also raised the profile of the Cheeky Monsters founder, Anna Breese-Davies, whose exciting career path led her to creating the brand. Anna was featured on national outlets Yahoo and the Daily Telegraph. Muckle Media also ran an influencer campaign, the #CheekyMonstersChallenge, working with a number of the top UK parenting bloggers to boost their presence on social media.

As part of Muckle’s outreach, a number of products were also shared with top tier journalists and bloggers wishing to sample Cheeky Monsters’ toys and books to be featured in Christmas gift guides.

Results

The team secured 61 pieces of coverage across print, online and social media as a result of the ongoing press office activity.

Cheeky Monsters was featured in the likes of The Daily Telegraph, Yours and Yahoo as well as on a number of influential gift guides. 

The coverage that Muckle generated had an online readership of 71 million and a print  circulation of 654k.

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