Fieldworks scoops CIPR PRide Awards accolade
Rewarding PR excellence, the CIPR PRide Awards recognise communications best practice across 12 categories. In the closely-contested and highly-competitive STEM classification, Fieldworks was one of just three companies to receive the shortlist accolade for its peak trading PR campaign for ShopperTrak.
Successfully blending a seasonal news hook, ShopperTrak’s original data and Fieldworks’ leading retail industry insight, Fieldworks delivered a campaign that not only captured the attention of ShopperTrak’s prospects but also took share of voice – and mind – away from its main competitor.
With a total of 288 pieces of PR coverage achieved over the six-week campaign period, including high-profile broadcast hits on Sky News and national coverage in The Times, The Independent and the Daily Mail, the campaign generated over 1.7 billion opportunities to see globally. With a focus on lead nurturing, high volumes of web referrals from the PR coverage drove an increase in the number of new users visiting ShopperTrak’s website of 48% during the campaign.
What’s more, Fieldworks ensured ShopperTrak achieved more than twice as much coverage across all media compared to its main competitor over the campaign period.
Steve Richardson, UK & MEA Director at ShopperTrak, said: “Fieldworks over-delivered on every aspect of the PR campaign. They went over and above at every stage – so much so that we couldn’t keep up with the volume of coverage they were generating. The high quality of the coverage Fieldworks achieved meant that our sales teams could have meaningful conversations with prospects, underpinning messaging around the accuracy of our footfall data and our consultancy services.”
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