Muckle Media began work with ClassBento, during the Covid-19 lockdown, to help launch their online artisan workshops into the UK market.

Challenge

Muckle Media was appointed to launch the Australian craft and wellbeing platform ‘ClassBento’ into the UK market with just ten days’ notice.

The core objective was to tap into press before the noise of Black Friday and the busy Christmas period, create a buzz and drive interest to the site.

Strategy

Focusing on fast turnaround and short lead, media and influencer relations were delivered through our press office.

A series of taster classes with UK teachers, from whisky barrel wreath makers to cocktail bartenders, were promoted to a specific list of tier one targets.

By identifying these tier one targets at the beginning of the project, Muckle Media were able to quickly mobilise the media relations campaign in a targeted manner, delivering significant volumes of high reach coverage and rave reviews in a very short time period.

Daily updates were provided to the client outlining: coverage, partnerships, uptake, and potential new classes.

Results

In under a week, ahead of our embargoed launch, we secured over forty attendees including top influencers and newspapers and magazine features editors.

Throughout the launch period, Muckle Media secured 27 positive media and influencer articles including reviews in the Daily Express, Daily Mirror, Daily Record, The Metro and Living Etc. This resulted in a reach of more than 12,000,000.

Over 10 new teachers and businesses signed up to the online platform.