Straight talking public relations
We are ZPR
“Our results speak for themselves. No waffle,
no fluff, no bullsh.t. Our campaigns work.”
Zaria Pinchbeck, Founder ZPR
Our team
We’re proud of our reputation as a
leading consumer & retail PR
agency focusing on delivering
creative solutions that generate
sales. Our head office is based in
Soho, with regional teams based in
Yorkshire & The Midlands.
ZPR in numbers
52 Frith Street
150 years’ experience
across the team
3508 Retail outlets within
our PR remit
23 Team members
15 years strong
1.1 million
daily social reach
We’re particularly proud of …
Our 10 year anniversaries with
Superdrug and Lakeland
Our sixth Christmas with Waitrose
Leading & owning the forgotten 50s
fashion agenda for JD Williams
Halfords outsourcing its consumer PR &
PA function to us
Our expertise
Breadth of our
Consumer Offer
Digital & content
generation
Celebrity
Campaigning & lobbying
Launches, events &
experiential
Leadership counsel
Social media community
management
Crisis & reputation
management
Shoots & creative direction
Press office
Brand & Strategy
“Insight driven storytelling that delivers multi platform CONTENT that works on the front pages, in social
communities, on TV & video and from the catwalk or the high street to your iPhone”
WHAT IS OUR CONSUMER PR OFFER?
Case studies
We closely support our clients to create a
better external environment where regulation,
dialogue, public acceptance and general
support are more accessible due to a positive
perception of the company, brand and
cause.
Ultimately, our aim is to create opportunities
for our clients to raise their public perception
above and beyond that of existing purely as a
retailer and build credibility and profile with high-level stakeholders.
Campaigning to empower consumers
ZPR brokered Lorraine Kelly’s first ever fashion
deal, securing Britain’s longest standing female
TV presenter as ambassador for JD Williams.
The partnership offered a voice to the 3 out of 5
women who feel ignored by the British media,
and started a media revolution in support of
the forgotten fifties.
Brokered Lorraine’s first fashion deal
728 Pieces of product coverage to Dec 15
4 Front cover hits per season in
National & Consumer media, including Prima, Woman & Home & S Mag
51% PR driven sales increase
1 Award for Best Celebrity Collaboration, Prima Fashion Awards October 2015
ZPR celebrated the ‘Granbod’ in 2015 and
promptly sparked a widespread debate for
JD Williams around the 50+ female bikini
body. Granbod divided critics, from Helen
Mirren to Janet Street Porter and generated
hits in The Times, Daily Mail Online & The Pool.
The ‘Granbod’ sparks a national debate
18 Pieces of coverage
including one cover story
#granbod Topic trended on Twitter & website traffic grew
22% via social referals
Product Swimwear sell out generated through PR
JD Williams set ZPR the task of reviving sales of
its swimwear brand Sea by Melissa Odabash.
We ensured the brand was firmly on the
fashion media’s radar with an exclusive press
pamper breakfast for top tier press including
Grazia, Daily Mail, Red and Good
Housekeeping. Further media 1 to 1s helped
secure widespread coverage and sales.
Reviving Sea by Melissa Odabash
90% Uplift in sales since PR activity
2 Broadcast hits on ITV This Morning resulting in highest uplift of traffic
10 top tier press attended the event
ZPR positioned JD Williams as an authority & expert in its
field, commissioning the UK’s 1st report into the mature
female fashion sector, unveiled at a round table debate
attended by MP’s, key influencers and 15 editors of titles
including Grazia, Woman & Home and You Magazine.
The conversation spread through strategically placed
coverage in The Times, Daily Mail, The Guardian & BBC.
Listening to the forgotten fifties
1round table debate 1report 15Key editors 1st report of its kind for Britain
ZPR led Fenwick of Bond Street’s media
strategy as the world’s most sought after
makeup artist, Charlotte Tilbury launched her
concept to a global audience on Bond Street.
Bond Girl comes to Bond Street
300%+ Uplift social media engagement on previous month
3 Lead stories Mail Online
RECORD beauty sales in Fenwick Beauty Hall
DPS Evening Standard
Brand Events challenged ZPR to land coverage for two of their consumer shows, The Handmade Fair and The Christmas Handmade Fair. The brief was to land national, consumer, broadcast and social buzz, achieving a minimum ROI of 3:1. We secured three front covers in Woman & Home, Metro and The Sunday People. Media
events, stunts, social engagement and news stories supported by ambassador Kirstie Allsopp saw us outperform with an ROI of 17:1.
Brand Events
2 EVENTS
123 PIECES OF COVERAGE
17:1 ROI
1042% INCREASE IN AVE ON PREVIOUS YEAR
3 FRONT COVERS
In an unprecedented move, ITV This Morning
made a trip to the Lakes to visit the home of
Lakeland for an eight minute feature on why
everyone loves the kitchen homeware
retailer. Filming in store to showcase
Lakeland’s top sellers and interviewing the
Customer Ambassador, the piece prompted
featured products to sell out in minutes.
Everyone Loves Lakeland…
8 Minute feature on ITV This Morning
AVE worth X 4 of annual fee
2,060,000 circulation
ZPR conceived the creative approach for
Halfords’ Christmas 2015 lookbook to give a
new approach. We also art directed and
styled the shoot to create a set of “wow”
images to put Halfords on the map for
Christmas 2015.
Shooting Cool creative for Halfords
35 to 1
ROI
AVE £422k
Halfords dominated 2015 Black Friday
coverage with strategically placed deals in
national media and on TV.
PR heroes appeared in the Halfords top 10
best sellers across Black Friday Weekend.
Boosting sales over Black Friday
150 Articles
£600k Coverage AVE
Best-ever BF sales
ZPR launched Halfords’ winter motoring
season with a bang by teaming up with
motoring star and model Jodie Kidd.
After launching on 22nd October, ZPR has
already secured 60 pieces of coverage on TV,
nationals, regionals and online.
Driving traffic with Jodie Kidd
60 articles
400% Increase in free winter checks bookings
8 to 1 ROI
ZPR helped Halfords shake up the electric
bike market with the launch of the Carrera
Crossfire E. Two targeted pieces of coverage
led to a best buy recommendation and sales
of over £100,000.
Helping Halfords get trend-E
2 Lead stories
£117,000 Of sales generated in one month
Sunday Times
Best buy
We closely supported the CEO and senior
team, working with in house and external
legal teams and multiple stakeholders, as BBC
Watchdog launched an investigation into
child seat safety at five retailers.
By working with the programme producer, we
successfully mitigated coverage for Halfords
and sales of child car seats ultimately
increased after the programme aired, with no
customer services complaints received.
Protecting reputation for Halfords
ZPR’s relationship with the Daily Mail secured The
Wool Room’s deluxe mattress topper as part of its
coveted sleep test.
Rated no 1, the article generates 3 month’s worth
of sales in 1 day for this niche retailer, with week
on week comparisons as below.
Supporting small sustainable businesses
75% Increase in website visitors
144% Increase in online transactions
174% Increase in revenue
38% Online conversion rate increase
We signed ex-Strictly dancer James Jordan to drive awareness of Coral’s odds through Twitter for the duration of the show. James was the perfect partner for the UK’s leading bookmaker, helping to increase
engagement with a mostly female audience. The campaign delivered a 49% increase in engagement over 12 weeks, a split of 78% female and 22% male followers and 14.4 million impressions.
Coral’s social partnership with James Jordan
1 Celebrity
49% Increase in engagement
14.4 Million impressions
16 x ROI
Take one beautiful Strictly dancer, a gorgeous
designer jockeys’ silks inspired dress and a touch of
Coral cheekiness and what do you have? National
widespread news coverage for Coral, five hits on the
world’s biggest newspaper website and the largest
social media share of all the bookies for Royal Ascot, with a total of 1,600 retweets for charity
Owning Ascot with Coral
No.1 For social media share during Ascot
5 Hits on Mail online, the world’s biggest newspaper website
542,000 Social reach on Twitter and Instagram
ZPR was briefed to provide creative and video for
the launch of B.’s new collection. How to videos,
beauty and product images were produced and
collaborations with top beauty bloggers ensured
the launch was a PR and commercial success.
B. Beauty launch
350K Instagram accounts reached
500 Click throughs to Superdrug.com from blogger activity
£184k PR AVE for B. 2014 Q4 NPD
The first Beauty Studio by Superdrug opened in
Cardiff last year. ZPR was challenged to take the
launch national, with activity including a store
preview for national writers, news stories, celebrity
PAs, digital asset creation and free media
partnerships.
Making the local, national
27 Pieces of national & online coverage
9x ROI 50 Total pieces of coverage
ZPR runs GOSH Copenhagen social media and
blogger engagement in the UK. The team covers
customer and media queries with seven day
week social cover and regular blogger
engagement events, focusing on sales driving
product placement with key UK social talent.
GOSH social
+440% YOY increase in Instragram fans
+125% YOY increase in Facebook Fans
+50% YOY increase in Twitter followers
72m Social media reach
To help Superdrug expand its supplier base ZPR
proposed a new initiative Open House which
opened the doors of the buying team to
prospective beauty companies. Successive
events are being planned to focus on specific
commercial growth areas.
Superdrug Open House
100s Brands engaged with Superdrug through the process
7 New brands landing on shelf from the Open House day
50 Brands attended the event
To support the customer team at Superdrug ZPR
produces a quarterly newspaper which goes to
all colleagues focusing on disseminating
customer feedback, league tables and
company news in an engaging way.
Customer Service Newspaper
800 Stores engaged
48 Pages of content every year
12,000 Colleagues reached in store, head office and at Distribution Centres
Tasked with encouraging customers to move from
brands to Superdrug Own Brand ZPR created the
Swap Shop campaign. Featuring a shopping
centre tour, on POS and through a PR and online
campaign the initiative took a customer’s
branded buys and offered Own Brand alternatives.
Superdrug Swap Shop
+2% Increase in participation over the course of the campaign
30 Shopping centres visited
150 Journalists took the Swap Shop challenge
ZPR was briefed to create compelling digital
content for B. to engage with customers, media
and bloggers. Seven how to videos were
produced with Cassie Lomas, B. Makeup
Ambassador in a cost effective way with Cassie
also hosting a B. social takeover to create a social
buzz and drive new followers.
B. Digital Content
68 New Instagram followers in one hour
28,000 Organic Impressions on social channels
7 How to videos produced in half a day
“Once again ZPR has done the most fabulous,
fabulous job on the Summer Party! Very many
thanks to you and the team for all the expertise,
energy and commitment that you bring with such
great effect to the event - we're very grateful to you.
Many thanks.” Christine Watts, Waitrose
Communications Director
Waitrose summer party
3 Live acts 43celebrities Recordcoverage (14 v 13) 600guests
ZPR smashed Christmas PR targets by 21% ( 2015 v 2014) in one of the toughest festive trading environments for British supermarkets. Leading with blanket coverage for Waitrose’s Annual Food & Drink report, multiple national
Christmas features, digital content on national online sites & ranking top in the Christmas gift guides compared to the
other UK supermarkets.
Leading the supermarket’s PR fight for Christmas 2015
21% More coverage than previous year
No1 For Christmas features
No1 For gift guides
47 Pieces of news coverage
Don’t take our word for it…
“ZPR is an integral part of our
marketing team. As well as looking
after the nuts and bolts of our day to
day reputation management, we can
rely on them to maximise our
marketing plan, create excitement on
our behalf with the media, and they
have played a key role in our brand
evolution journey.”
Matt Walburn, Marketing Director, Superdrug
“ZPR bring sparkle, energy and great
results to everything they do. We love
having them as part of our team. Their
combination of wise counsel,
creativity, expertise and positive
attitude is very special – and hugely
valuable.”
Christine Watts, Comms Director, Waitrose
“The combination of great media
relationships and insight in to
consumer lifestyle trends, with a
genuine passion for retailing, has
meant that ZPR has always had a
good understanding of the business
and given us great service at B&Q
and Kingfisher.”
Sir Ian Cheshire, Former CEO, Kingfisher Plc
“ZPR offers so much more than a
traditional PR agency. They are an
integral part of our marketing team,
and their support, creativity and
advice is invaluable.”
David Walker Smith, MD, Fenwick of Bond Street
“ZPR do a great job. Whether it’s a
straight forward business story or
something a bit more colourful, they’re
fast to respond & always on hand when I
need a quick answer. They completely
understand the ethos of their clients & are
able to speak on their behalf
professionally & with intelligence. ZPR
understands the needs of Retail Week &
pitch the right kind of stories for our
magazine.”
Nicola Harrison, Retail Week
“ZPR are one of the best consumer
agencies operating in retail today.
They know their clients and know what
journalists need. You cannot ask for
more.”
Steve Hawkes, The Sun
“Zaria and her team have good news
sense & are always willing to go the
extra mile to make a story work. They
always answer their phones and are
aware of the pressures of deadlines and
understand the stresses journalists face.
As a result they pick their moments
carefully to get in touch and will always
make sure they pitch the right story to
the right paper.”
Khushwant Sachdave, Showbiz Editor, Daily Mail
“I’ve worked with ZPR now for the past 5 years - during my time as ambassador for B&Q and more
recently on The Handmade Fair. Year on year I work with a variety of different PR companies that
come and go, so it’s always a comfort when I walk in to a room and see Zaria and the team. I can relax knowing it will be a worthwhile event, well run and above all I know it will be time well
spent for me. They know how hectic my diary gets, juggling a busy filming schedule, two sons,
two stepsons and two homes and they are
always brilliant at maximising the time I have for them.”
Kirstie Allsopp, TV Celebrity & Brand Ambassador
1. Value for Money 2. Honesty 3. Constant Communication 4. Confidentiality 5. Planning 6. Creativity 7. Boldness 8. Excellence 9. Focus 10. Evaluation
Our ten commitments
We are confident about these commitments. We take them so seriously that if you're not satisfied that we've fulfilled our commitments to you, you can have your money back. So far nobody's been disappointed.
Our guarantee
Thank you for reading
ZPR, 51-52 Frith Street, London W1D 4SH
0207 896 3404
@ZPRSoho
www. z-pr.com
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