Viners Safety Knives Marketing Update Sept 2019 FINAL

MED IA APPROACH - PHASE 2 (MI D OCT - DEC ) PRE LAUNCH

PART THREE - social media / website influencers

Influencers are always essential for any marketing campaign. With knife safety, we are planning a dual approach:

Lifestyle/parenting/crime influencers (such as My Fussy Eater who has 110k Instagram followers, Nadiya's Healthy Kitchen who has 164k Instagram followers, Rosie Birkett who is a food writer, stylist and broadcaster, Police Oracle website who are the no1. news website for all things policing) who write about wider social stories with more of a serious approach utilising the research statistics and quote from Professor Ashton. Food and home influencers to test the functionality of the new knives.

Objective 1 (Nov-Dec) Influencers to create noise and interest about the launch of the knives.

Objective 2 (Dec onwards) Influencers to encourage fans to buy the new knives when they are available to purchase. We will also approach the influencers who promoted the knife safety survey as they have a keen interest in the story already and it acts as a good follow-up for them.