BRIEF:
Plum Guide, a high-end version of Airbnb, needed to raise brand awareness during the critical January booking season.
SOLUTION:
Interestingly Plum Guide does not allow users to leave reviews on their booking platform because they have expert critics instead. At the time there was a big push back against fake or subjective online reviews so we decided to focus on their USP of using reviews by expert critics only. The campaign, celebrated experts and poked fun at the uninformed opinion of ‘the masses’.
RESULTS:
By projecting real 1-star reviews onto the iconic landmarks they related to, simultaneously in London and New York, and deploying research, case studies, expert support and CEO profiling, we secured coverage in The Sunday Times, Mail Online, The Sun, Express, Mirror, Daily Star, Forbes, and a 3-minute feature on Sky News, in total reaching over 118M.
