AOL mydaily

Challenge

Raise consumer awareness amongst young, professional women about the launch of AOL’s brand new female website, mydaily.co.uk
Thatcher

Solution

  • Position mydaily as the destination for smart, young women by showing the website is in tune with what women think about
  • Work with YouGov to commission a study into wide-ranging aspects of modern women’s lives; relationships, career, family, role models and more
  • Work with a respected university Professor with expertise in women’s issues to develop research themes, enhance credibility and act as spokesperson
  • Analyse and align findings with the news agenda in order to ensure topicality and relevance to news and features writers, as well as columnists and opinion formers
  • Use mydaily Editor-In-Chief Carla Bevan as media facing spokesperson for radio interviews to position both her and the site as experts in women’s issues
  • Stage a launch party for consumer media and industry contacts to raise awareness of the site launch and showcase its core values
  • Theme the party to correspond to mydaily’s content pillars of Fashion, Beauty, Decor, Mind & Body and Travel
  • Invite upmarket celebrities Daisy Lowe and Alex James to DJ at the party in order to encourage celebrity attendance and increase coverage potential
  • Provide PR amplification for sponsorship of Christopher Kane’s show at London fashion week by hosting media in exchange for coverage
  • Results

  • Widespread national newspaper coverage announcing Margaret Thatcher declared the most influential female role model in British history, with mydaily positioned as opening a debate amongst women
  • UK and international recognition achieved for AOL UK and its new website launch
  • Successful launch party staged in busy December period attracting key AOL stakeholders, industry commentators and key consumer media, resulting in coverage in national dailies and women’s weeklies
  • Credited broadsheet mentions of MyDaily’s association with Christopher Kane at London fashion week
  • "House PR are an absolute pleasure to work with. Creative, enthusiastic, hard-working and thoroughly supportive. Their ability to devise stories and media facing events that get to the heart of what our brands are about is incredible, right through to their tenacity when it comes to making sure the fantastic content from across our portfolio of websites reaches the widest possible audience. Thank you guys."
    John Nolan, PR Manager