SMEG Canada - Entry Into Canadian Market:
Opportunity
As the AOR for the iconic Italian brand as it entered its first year in the Canadian market, NKPR was tasked with building brand awareness while strengthening brand identity and visibility for SMEG in Canada by supporting the SMEG brand, marketing and sales (retail and multi-residential) teams in delivering on priority communications. This included but was not limited to seasonal collections, collaborations, events, influencer activations, designer/developer engagement and strategic communications planning.
What We Did
- Successfully executed 3x seasonal previews for key media, designers + stylist, and on-air personalities.
- Strategic product gifting to ten top tier media contacts focusing on design, home and lifestyle editorial content. Through gifting these contacts we were able to relationship build + generate long and short lead media leads and placement opps.
- Leveraged digital brand assets as a tool for storytelling + weekly creative pitching to land product placements in key titles.
- Leveraged unique brand collaborations with media to drive brand storytelling in the Canadian market and secure placements in top-tier publications – Dolce & Gabbana collab, Veuve Clicquot collab, and EllisDon Partnership.
- Utilized key brand spokespersons to comment on key seasonal trends, offering more robust brand storytelling elements.
Results
- 70 pieces of original coverage within key titles.
- Key title placements including: Style at Home, House & Home, NUVO, Montecristo, ELLE Decoration Canada, ELLE Canada + Quebec, Foodism, Chatelaine and more!
- EllisDon Partnership press release distribution + 8 pieces of coverage secured in outlets including Toronto Life, View the Vibe, Toronto Sun and more.
- Coverage Category Breakdown includes:
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- Market Roundup/Gift Guide Inclusion: 47
- Feature & News Profile: 13
- Brand Mention: 9