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Cosmetic and aesthetic treatments is a £multi-billion market in the UK, and 9/10 procedures performed today are non-surgical*. With such a huge market that’s constantly evolving, educating consumers and generating awareness of the importance of skin health is a priority for DestinationSkin and was top of the list when it came to Turn Key’s approach for our new client. Here, Turn Key’s PR & Social Media Director, Emma Streets talks about the new integrated account…
Working to develop creative campaigns that engage social media audiences and drive them to DestinationSkin’s website is a fascinating brief for Turn Key – and one that we’re loving working on as a truly integrated team, across PR, social media and digital.
With 21 clinics nationwide specialising in non-invasive treatments including facial peels, laser treatment and injectables, DestinationSkin has a lot of brand fans and followers to reach. Experiencing some of the treatments available was also very valuable to improve the Turn Key team’s understanding of this to better inform consumers. (We loved donning our shades for the laser treatment!)
Bringing our experience in the health and beauty press to manage PR campaigns and events, plus creating fresh social media content across Facebook, Twitter and Instagram, is helping to drive traffic to the website, and we’re looking forward to the upcoming launch of our national awareness campaign next month to reach even more audiences.
Erica Collins, Sales, Marketing & Product Development Director at DestinationSkin, said: “Turn Key’s integrated approach is vital to further evolve our brand. As a UK-wide provider of advanced skincare solutions, we need to connect with our consumers across a wide range of channels – from traditional PR to social media and boosting our online presence in particular is a key focus for us to educate consumers about our products and treatments.”
*Source: Allergan, 2014.
Remember the days before hair straighteners? We can’t either. A team including hairdressing expert Robert Powls, one of the original creators of ghd, developed the biggest revolution in modern-day styling in the early 2000s that became a staple for women, men and professional hairdressers around the world.
Today, Robert Powls has fused his expert knowledge with pioneering technology to create Cloud Nine – a new breed of kinder styling tools that continue to revolutionise the market. Launched in 2009 with the original Cloud Nine irons, today the award-winning range features additional irons (wide and micro), wands, heated roller system The O™, brushes and wet-styling products.
Turn Key’s experience in the hair sector with Great Lengths is well documented, and our knowledge of the broader hair styling market and consumer beauty press enabled us to demonstrate creative campaigns that can truly resonate and engage with Cloud Nine’s fans, both old and new.
We’re thrilled to announce that Turn Key now handles all national consumer PR, social media management and content, brand campaigns and digital activity to support the Cloud Nine team.
More brands are looking to unify their presence with one agency for consistency and maximum impact, particularly online. Cloud Nine’s marketing manager, Lizzy Jackson, explains: “We were looking to make the move back towards an integrated agency as a brand to better fulfill our potential to engage our existing audience and build new fans. Working with a creatively-led, integrated agency enables us to better control our presence and we’re looking forward to working with Turn Key to continue to make waves in the hair market.”
Here at Turn Key, we like to think we’re a charitable bunch but when HR rounded up the troops to give blood, let’s just say it separated the generous from the just plain scared!
Without blood donors, many patients simply would not be alive today and with only 4% of the UK population being regular blood donors, Turn Key decided to get the team involved.
After passing a height and weight test, Turn Key’s volunteers registered at Leeds Donor Centre. Groups took turns to visit the centre, each returning with a heroic plaster and sticker.
In total, Turn Key donated 3,290ml of blood and lost 42 hours of arm usability but earned seven stickers of bravery.
A big well done to all of our donors: Lucy Hall, Carly Hill, Alex Honegger, Jac Morton, Natasha Wilbor, Jenny Taylor & Olivia Nicholson who all did their bit for a great cause.
Since Turn Key first landed on US soil last autumn, we’ve been working hard to build our presence in LA (and perfect that laid back Cali style!) Our Creative Director, Richard Colvill, recently took a trip to experience TK LA first hand, and we couldn’t resist sharing some of his stylish shots.
Escape to LA for a while here…
As celebrity followings eclipse traditional news outlets on social media in terms of readership, Turn Key’s PR & Social Media Director, Emma Streets, explores what today’s online conversation leaders mean for brands.
The old adage, ‘it’s not what you know, but whom you know’ has long been used in the PR industry, but has never held more relevance than today.
Old school PR clichés of the little black book and the notion of celebrity contacts can grate with some in the industry, but love them or loathe them, celebrities have fast moved from being a ‘nice to have’ for a campaign to an essential weapon in the battle for media coverage and social media talkability.
Russell Brand now has more followers on his Twitter feed (9.2million) than the Sun, the guardian, the Daily Mail and the Independent combined. Add Ricky Gervais (@rickygervais) into the mix and the two comedians wield more social media influence than the BBC*.
Actress and model Kelly Brook (@iamkellybrook) has a larger following on Twitter than any major tabloid publication in the UK. Include her Instagram account in this equation and she dwarfs most of the broadsheets as well.
So, the impact of a celebrity posting positively about your brand or product has at least the equivalent reach, often more, than media outlets, but using celebrity influence in a clever and engaging way can be easier said than done – the ideal is to strike the balance between obviously paid-for content and genuine brand fans. Take the recent story of Barnados charity paying for Made in Chelsea’s Binky Felstead to post about them on Instagram – a move that prompted a moral debate across the media and even calls to boycott the charity.
When celebrity controls so much of the conversation on social media and everyone wants to feel connected to their idols, communicators have no choice but to take note. Spreading resource between media relations and increasingly, celebrity outreach, is a challenge that all brands now need to consider.
Wrapping this into creatively led, genuinely shareable campaigns that will ultimately make influencer endorsement seem as authentic as possible is how brands can gain fame and fortune online.
*Stat credit: Cision
With the opening of our London office, our presence in Los Angeles and a record growth in new clients, our recent search for talent has resulted in several new additions to our team. Meet them here…
So far in 2015, we have already welcomed four new account managers across marketing and PR – Josh Tindell and Natasha Wilbor as Marketing Account Managers, PR and Social Media Senior Account Manager Cheryl Cox and PR and Social Media Account Manager, Clare Thomas.
Josh gained invaluable marketing experience through publishing company DC Thomson, EY and British Gas before jumping into agency life with Raw Creative. Josh has worked with clients including JLL, CBRE and the NHS.
Natasha began her career in property marketing working with Savills, Strutt & Parker and Knight Frank before moving to experiential marketing. Here she gained a taste for working with great brands, such as Ben & Jerry’s and Old Jamaica. Natasha joins Turn Key from Publicis Chemistry, part of the Publicis Group Worldwide.
Clare has experienced both in-house and agency life. From her in-house role at Mamas & Papas to agency-side clients including Links of London, Folli Follie, F&F and Jack Wills, Clare knows what makes an online PR success story.
Cheryl has five years’ experience, working on numerous clients including BaByliss PRO, Andrew Barton, MOJO Bars, D&D London (Angelica & Crafthouse, Trinity Leeds), Portobello Road Gin and Lambert’s Yard. With serious knowledge and networks in the consumer and trade hair and beauty sector, Cheryl has an eye for a strong PR story and shareable social content within some of the most competitive consumer markets.
We’re always on the lookout for talented, creative professionals. If you think you’ve got what it takes to become part of the Turn Key team, visit our careers page.
It’s safe to say that the hair and beauty world has never been more saturated, with more and more brands entering the market. So, when it came to creating a new campaign collection for premium hair extensions brand, Great Lengths, with the key objective ‘to create cut-through’ you can imagine how excited we were….
After working with Great Lengths for over two years, we’re pretty clued up on the hair extensions industry. We knew from the offset that we needed to create a collection that evoked emotion, resonated with salons and stylists, but above all, reflected Great Lengths’ leading position within the professional hair extension market.
Our Creative Director Rich and a team of creative minds got together to draw up mood boards galore for inspiration and insights. Different concepts were thrown into the mix until the final creative route was agreed and the ‘Artisans of Enhancement’ was born.
The concept derives from Great Lengths’ proposition that hair extensions are for more than just adding length – they can be used to add volume, create new styles – it’s all about enhancing what you have!
So, as Rich and the team started to map out turning the idea into a reality, TK’s marketing team got to work on organising the two-day photo shoot. We held model castings to find fresh faces, commissioned prop and wardrobe stylists, make-up artists and booked award-winning photographer Guy Farrow, who we’ve worked with on a number of shoots and who was perfect for the job.
The busy but buzzing shoot took place at Guy Farrows studio. The set, which included vintage style furniture, vintage props and a very effective smoke machine, were all used to create a scene reminiscent of the Victorian era. Each shot was intricately styled to present the hairstylist as a highly skilled artisan, preening their customer to perfection.
Once we had the very best shots, the images were re-touched in house to reflect muted, oil painting inspired colours to evoke a historical and classical feel.
The shoot was a great success and feedback from over 1,400 salons in the UK and Ireland has been amazing. The Artisans collection can now be seen on the Great Lengths website and will be hitting leading hair trade magazines in February – we can’t wait to see these stunning images in print!
Take a sneak peek at our behind the scenes video below:
2014 was the year of the viral social media campaign. Here, we’ve selected four of our favourites to share with you…
The ALS Association – Ice bucket challenge
One of the strangest charity challenges yet – this was the hugely successful campaign that saw thousands of people all over the world pour buckets of ice-cold water over their heads to raise money for the charity, The ALS Association.
From the Beckham family to Lady Gaga and George Bush, high profile celebrities joined in on the fun and found creative ways to film their challenges and nominate their friends. This resulted in over 2.4million ice bucket related videos posted on Facebook and 28million people uploading, commenting or liking ice bucket related posts. This was definitely the craze of the summer, as well as helping to raise a tremendous amount of money and recognition for charity.
Cancer Research – No make up Selfie
Love it or loathe it, 2014 was the year of the #nomakeupselfie! A simple campaign that went viral and resulted in Cancer Research UK receiving more than 800,000 donations as a result.
What’s interesting is that Cancer Research didn’t actually start the trend. After seeing a few #nomakeupselfie posts they sent out a tweet to say ‘we’re loving your #cancerawareness #nomakeupselfie pics! The campaign isn’t ours but every £ helps #beatcancersooner” which cemented their place as the charity partner.
Coca-Cola – Share a Coke campaign
Showing that simplicity nearly always works, earlier this year Coca-Cola swapped its iconic logo with people’s names so that we could share a coke with a pal.
The beauty of this campaign was that Coca-Cola made it as personal as possible with more than 1000 names added to their product line and for those who couldn’t find a bottle with their name, enabling us to personalise our own. Not only that, they also gave the public the opportunity to vote for who they’d like to share a coke with, revealing the results in lights in Piccadilly Circus! This idea was so simple and incredibly effective. Genius!
Marc Jacobs - Twitter pop up shop, Covent Garden
Throughout August, Covent Garden hosted the Marc Jacobs Daisy Tweet Shop. The brand utilised its audiences’ love for social media by asking them to swap a tweet in exchange for a Marc Jacobs treat. All customers had to do was share the hashtag #MJDaisyChain to ‘buy’ samples of the three new Daisy perfumes.
The Tweet Shop created the perfect social media hub with a lounge area, drinks and Wi-Fi aswell as a Marc Jacobs nail bar and a live Daisy photo booth and vine booth. We believe that the whole concept worked perfectly – it really reached out to the target audience and created a massive buzz!
We can’t wait to see what more of our favourite brands have up their sleeves for us next year…
Creating cut-through online today is something that all brands strive for. Within the manufacturing sectors, taking a fresh approach to a brand’s digital presence steals attention – and awards, judging by Ideal Boilers and Stelrad’s recent praise for their new websites. Read more about how we refreshed their online appeal…
Re-developing Ideal’s website was a great opportunity for the Turn Key digital team to separate key audience groups in a new way and bring a striking visual identity to a more traditional, manufacturing-based sector.
In today’s saturated online environment, truly engaging with audiences isn’t an easy task. Designing the Ideal site to ensure that it is fully responsive, encourages interaction and attracts and holds visitors’ attention with eye-catching and insightful content has enabled Ideal to achieve this.
Carrie Young, Ideal’s Head of Marketing said, “We are delighted that the hard work of the marketing team and our digital agency, Turn Key has been recognized by the judges of the Construction Marketing Awards.”
Ideal’s website was awarded the prize ahead of EH Smith Builders Merchants, ISG plc, Tobermore and JBA Consulting.
Our client, radiator manufacturer Stelrad, has also received praise for its new website in an independent review alongside 8 other competitor websites in leading trade magazine Essential Kitchen & Bathroom Business.
Turn Key designed, developed and copywrote the site and Stelrad received the top rating with four stars. We were very proud to see that the site’s blend of high quality design, strong tech & development and personable tone of voice was highly commended.
Both sites receiving awards and praise is great recognition for all of the teams involved, and shows that pushing boundaries in the creative, technical development and usability pays off.
There’s no doubt that 2014 has been a milestone year for Turn Key. From opening our London office, to announcing our new presence in Los Angeles, record growth and appointments plus award-winning client work. For a snapshot of the past 12 months, keep reading…
2014 at Turn Key opened with a bang, as our PR team secured primetime TV coverage for premium hair extensions brand Great Lengths on ITV’s This Morning. We created a male-focused campaign, ‘Men-Hancements,’ that tapped into the trend for male grooming and culminated in famous faces from The Only Way is Essex receiving a makeover from celebrity stylist Leo Bancroft. Our campaign also received national coverage in the likes of The Telegraph and the Daily Mail, earned us a PR Moment Golden Hedgehog Awards nomination and is still creating headlines, 12 months later.
Springtime brought the official opening of Turn Key London, and the appointment of Phil Dean as Managing Director. Our office in Clerkenwell has proved to be a great base for us throughout the year, enabling us to engage directly with like-minded brands. With a potential office expansion and further appointments on the cards for 2015, there’s a lot to look forward to!
The summer of 2014 saw an influx of new talent joining Team TK. We welcomed a total of 14 new faces, including two senior appointments – Digital Account Director Tom McCambridge and PR & Social Media Director Emma Streets.
Continuing the theme of growth and expansion, this autumn we announced our new presence in Los Angeles, as we take TK Stateside. Working on hugely exciting creative projects, we’re looking forward to updating you further on our progress and sharing our work in the New Year.
On October 31st, we went all out, taking the Halloween theme ‘Beyond Boundaries’ and transforming our beautiful team into zombies worthy of a Hollywood horror movie set! Our retouching certainly got people talking!
To round up the year, we launched our planning and insight programme, Outhink™ to enable our clients to uncover insight-led, creative strategy based on feedback heard first hand from the very consumers that you will be targeting. Watch our film here to learn more.
Overall, 2014 was a year to remember, but 2015 promises to be even more epic – from Leeds, to London, via LA, we’d like to wish you all a very merry Christmas and a very Happy New Year!