OUR WORK JD Williams event
JD Williams AW23 PR Event Celebrating Midlife Women
Finn was appointed to host an exciting and engaging press & influencer event in celebration of the JD Williams AW23 collection, alongside amplifying the My Mum, Your Dad sponsorship, and the ambassador partnership with Davina McCall.
GOAL
The purpose of the event was to position JD Williams as an expert on midlife women, drive social and press coverage, as well as activate and showcase the wide range of products the brand has to offer.
Sector expertise
Consumer
3
VIP celebrities attended and hosted at the event (Davina McCall, Denise Van Outen and comedian Shappi Khorsandi)
26
journalists attendees, from publications such as YOU, Mail Online, OK! and PA media
9
top tier influencers attended, with a total of 37 social media posts from the event, and a 11.6m reach from social posts
110
pieces of coverage
130M
in reach – this included 51 pieces on online pieces of coverage and 59 print pieces of coverage
10
press interviews with Davina McCall and cast members
The work
FINN hosted an all singing, all dancing press event in central London utilising clever PR tactics and tools to deliver gold-tier press coverage for the brand. FINN worked with Denise Van Outen and Davina McCall to co-host the evening together with a LIVE Q&A all about women, dating, My Mum, Your Dad, and more. Shappi Khorsandi also performed a comedy sketch about midlife dating. The overall approach was to build key relationships with fashion journalists to generate press coverage for AW23 features, showcase the new in a stylish setting, and create social media buzz on the night of the event.
Titles including Mail Online, Reach Plc, The Sun, OK!, Woman, Woman’s Own, Good Housekeeping, PA Media, Women’s Health, Sunday Mirror, and Best