Beatrix Potter Gifts by Enesco
When Enesco needed support in learning how to deal with inbound requests from influencers as well as up-skilling to be able to manage proactive influencer marketing campaigns for brands like Peter Rabbit, they came to us.
Enesco is a contemporary gift retailer and is the UK distributor for GUND, one of America’s oldest and most prestigious soft toy companies, producing plushes that are guaranteed to give hugs which last a lifetime. One of its licensed collections is Beatrix Potter’s literary classic, Peter Rabbit, seeing the brand create soft toys in the likeness of everyone’s favourite cotton-tailed bunny, along with his friends from the story books, including Flopsy, Jemima Puddle Duck and Mr Todd to name but a few.
In addition to the collection with GUND, Enesco also holds licenses with Peter Rabbit to create beautiful homeware items and gifts, including figurines, women’s accessories and products for babies such as dining sets and mugs.
Traditionally selling directly to retailers, in 2016, Enesco launched a range of consumer-facing microsites that would allow them to sell these products directly to consumers. Since then, with its growing online presence, the team at Enesco started to receive a number of inbound enquires from influencers asking to work with the brands and review the Peter Rabbit products on their channels.
A totally new area of marketing communications for the team, we were asked to design and deliver a bespoke training day workshop in 2018, to teach the team how to effectively and strategically work with influencers as part of wider campaigns, that are both legal and ethical, while adhering to the ASA and CMA’s guidelines, to help protect and enhance the reputation of the Peter Rabbit brand.
Drawing on our experience of working in universities as Academic Tutors, coupled with our knowledge of influencer relations from on-the-ground experience of working with other brands, along with insider understanding of how influencers work given some of our team at Filament PR are established bloggers in their own right, we conducted a full situational analysis to understand the nature of the team’s capabilities regarding influencer marketing at Enesco, benchmarked against the skills we know they need to be able to run effective campaigns.
Having identified the knowledge gap, we created a workshop and training materials that would walk the team through the steps needed to identify and engage with influencers, vet, monitor and measure to ensure they’re the right fit for the brand, as well as covering how to brief, book and create contracts with influencers, and finally how to de-brief the impact of a campaign.
Throughout the delivery of the workshop, we ensured there was a fair balance in content between communication theory, practical advice, a strong emphasis on the legalities and ethical responsibilities of brands working with influencers as per the ASA and CMA guidelines, as well as providing plenty of opportunity for the team to practice what they were learning through real live campaigns they were working on in the office.
After delivering the bespoke workshop at Enesco, we conducted a piece of research to understand how useful the session had been for the team. 100% of delegates agreed that the trainers were knowledgeable and conveyed the information in a meaningful way to them that meant they could implement their learnings in their day job. Furthermore, 100% of the delegates said they had learned something new, thoroughly enjoyed the session, and that they would recommend the workshop to their peers.
As a result, the team at Enesco is now confident and competent in dealing with any inbound influencer enquiries, while also being up-skilled and equipped to design, deliver and de-brief proactive influencer marketing campaigns that are legal, ethical, strategically aligned to business objectives and deliver against the bottom line.
Picture credit: Beatrix Potter Gifts By EnescoBack to Work