William Clark

Campaign: Brand launch

The Brief

Create a launch campaign for Earthed, a new high-end textile brand from William Clark.

100

Stockists secured

2M

Online and print coverage reach

105K

Social impressions

first six months

9K

Social engagements

first six months

Sofa and cushions created with Earthed fabrics

"The company approached us to launch its first venture into the interior textiles market, under the brand name Earthed"

Activity

Known for supplying luxury linen to prestigious fashion brands, including Burberry and many Savile Row tailors, the company approached us to launch its first venture into the interior textiles market, under the brand name Earthed.

We put together a fully integrated PR, advertising and digital campaign to introduce the brand and the range to retail buyers, interior designers and home owners across the UK.

Following a photoshoot in Ireland, which included a session at the iconic Dark Hedges made famous by Game of Thrones, a series of full page teaser ads, along with fully fledged brand advertisements were placed in several leading interior design publications.

An eye-catching mailer – a branded wooden box containing small tins each containing a swatch of the fabrics – was produced and distributed to targeted stockists and journalists to raise awareness.

Dedicated platforms were created on Facebook, Instagram, Twitter, Tumblr, Pinterest and Houzz and populated with engaging content. This included teasers and sneak peaks prior to the launch to build up excitement and intrigue.

Earthed by William Clark fabric sample box

"Targeted engagement was used as opposed to a scattergun approach to help drive engagement with the new brand"

Success

As well as securing over 100 stockists to stock the range, our launch campaign delivered much media attention via national, regional, trade, lifestyle and interior press.

In the first six months after launching, Earthed achieved over 105,000 impressions and 9,000 engagements across Twitter and Facebook.

Flyers advertising Earthed fabrics Upperland Collection designed by RMS
Chair and cushions created with Earthed fabrics Upperlands Collection