AUCKLAND, Friday: DARKHORSE, the leading brand experience, PR, and social agency, has launched a buzz-worthy campaign with the iconic retailer, Briscoe Group. People are talking – and sleeping!
To spotlight Briscoes’ Hotel At Home luxury Manchester line, DARKHORSE initiated a nationwide hunt for New Zealand’s first Luxury Bed Sheet Tester. The gig offered a $ 10,000 salary and over $ 3,000 in Hotel At Home bedding.
A strategic earned media campaign boosted the search, driving eager candidates to Seek and Briscoes’ career page to apply. The response? Massive!
With over 28 media mentions and an estimated $ 403,000 in PR value, more than 4,000 Kiwis applied. To put it in perspective, SEEK NZ job ads usually get about 25-30 applications.
“This campaign created mass buzz and awareness across broadcast, print, online, podcasts, socials, and more, all while highlighting Briscoes’ incredible Hotel at Home range.” – Isabel Campbell
After reviewing the avalanche of applications, Kaukapakapa’s Lacey Taylor snagged the dream job. She’s now crafting bespoke social content for Briscoes.
“We loved kicking off a relationship with DARKHORSE with this exciting campaign; it was exciting to see the power of earned media as New Zealanders far and wide shared their bed creds,” says Isabel Campbell, Briscoe Group’s General Manager – Customer.
“This campaign created mass buzz and awareness across broadcast, print, online, podcasts, socials, and more, all while highlighting Briscoes’ incredible Hotel at Home range.”
The Hotel At Home collection features items for the bedroom, bathroom, and living areas, available now at Briscoes stores nationwide.
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