We’re rather blessed with T2, to have a constant stream of brilliantly conceived new products to play with. So when we were asked to make some noise around their new Matcha range, we duly spread the word.
A scan of the interweb quickly revealed the extent of the media’s appetite for the green powder right now, so we opted for a targeted product push and a nice little in-store event, featuring demos, tastings and plenty of kit to give to our guests.
To date, we’ve landed bags of coverage, with stand-out pieces in S Magazine (Sunday Express), Fabulous (Sun on Sunday), Women’s Health, BT.com, Londonist, Metro, Stylist, Evening Standard and About Time.
Meanwhile, we tempted more than 40 media to a shin-dig in-store, generating more than 16,000 impressions on twitter over the course of the night.
Within a week of going on sale across all ten of T2’s UK stores, most of the product has sold out. Result.
The cost? Well, outside of our modest retainer…nothing, actually.