As the retained agency for 9Story’s Karma’s World, License to PR was on board for a year-long strategy of experiential, talent interviews, influencer outreach, kids press and retail promotions in 2022 to drive awareness for this diverse brand’s retail debut.
Our remit spanned way beyond activation and into the meticulous planning and strategy of how to build the profile of Karma’s World in the UK. A multi-platform approach leveraged the star power of creator and producer Chris ‘Ludacris’ Bridges in press interviews, harnessed the popularity of grass roots events targeting black British communities such as Notting Hill Carnival and Cocoa Kids Fest, celebrated retail activations at multiple ASDA stores across the UK and regularly communicated the brand’s inclusive values on social through strategic influencer outreach campaigns.
National press coverage was secured year-long in outlets including Metro and BBC 1Xtra with talent interviews to promote new series drops generating 87 pieces of press coverage and 4 radio interviews, with a combined reach of 157 million. Regular placement in popular UK kids magazines maintained visibility amongst the brand’s core audience every month securing 23 pieces of kids press coverage in 12 months. We also fostered a long-term brand alliance with Cocoa Girl, the UK’s first black children’s publisher to help us shout about why #representationmatters!
