A Weathered Penny
Build a presence | Strategic press outreach
The Brief
A Weathered Penny is a London-based jewellery brand which was launched in 2012. In 2017, we were brought on to increase their brand awareness and strengthen their presence. The objective was clear, to establish A Weathered Penny as the press’s favourite affordable fashion-forward jewellery brand in under 12 months.
The Plan
With the jewellery landscape becoming increasingly competitive we knew we had to introduce A Weathered Penny to press with a fresh approach. Strategic media outreach, alongside consistent product placement would enable us to take the brand to the next level.
Stand out from the crowd
With thousands of brands competing for the same press space we knew we needed to be clever about which pieces to push and focus on. Initially, we handpicked five styles that we pitched to press for repeat coverage across key publications.
Gifting the right way
Over the first few months, we strategically gifted a small number of editors with a pair of earrings. The response was overwhelming and the breakthrough moment came when an Editor-in-Chief placed an order and shared it on her social.
Press success
Regular gifting and press outreach quickly resulted in a constant flow of media coverage and a loyal editor following. It didn’t take long until the brand was featured in nearly all mainstream print and digital publications in the UK.
Brand loyalty
The brand regularly brings out new pieces and styles, which means that the press never gets bored of A Weathered Penny. The media outreach and strong rapport with press has established the brand as the go-to for stylish, trend-led and affordable jewellery.
The Results
A Weathered Penny has been featured in almost every mainstream UK print and online publication and their coverage has reached millions. A wider customer base has been established and the brand now has long-term sales growth and repeat customers.
The Coverage
The Numbers
100
+ pieces of published coverage in just 11 months
10 million
women in the UK reached
135%
increase in website users
year on year
90%
new visitor rate increase year on year
“Since joining we have had our jewellery featured in so much press, from Grazia, Cosmopolitan, Marie Claire and The Pool to newspaper supplements. It has helped us achieve much more brand awareness than we could ever have imagined. The team at LFA is so friendly, helpful and approachable and where they only take on a small selection of brands, you feel you get their undivided attention and a service that you wouldn’t get at other agencies. Thank you for everything you do and continue to do to help us grow as a brand.”
