Krispy Kreme handed Good Relations the unenviable task of launching a brand new doughnut range during the healthiest, dreariest and most depressing month of the year: January. Tapping into the nation’s collective need for ‘light relief’, we created the world’s first SADvert: an interactive billboard dispensing medical-grade SAD light therapy to passers-by in rainy Salford. The campaign grew brand awareness from 7-10% and dramatically increased brand love thanks to almost 200 pieces of earned media coverage and a social watch time of over 395 days.

Amy is currently the Associate Digital PR Director at Digitaloft, which she has worked her way up to since joining the business back in 2020 as a Digital PR Strategist. Since then Amy has demonstrated an admirable approach to her work that has led to her being promoted to associate director within the agency at the age of just 27. This is a testament to the work she puts in for the agency’s clients, and how she leads the Digital PR team with enthusiasm and passion for the world of digital PR, combined with impeccable leadership skills and compassion. When it comes to clients, Amy always goes above and beyond. She’s more than happy to work outside of her role as a director to ensure that our clients are getting the results they’re hoping for. She is passionate about charity and brings this into the workplace, as well as leading our charity committee, she’s been a part of organising various fundraising events at Digitaloft e.g. our tough mudder. Outside of work Amy extends her skills beyond the world of digital PR; Amy runs her own successful social media account (Roaming The Lakes), and extends this skillset to supporting with running our agency socials even though she is an insanely busy lady!

For the Lottie London #BloodforBeauty campaign we wanted to raise awareness for the social cause of the global shortage of blood donations, especially from individuals aged 18-24 (of which 85% do not currently donate), we saw an opportunity to encourage and inspire our young community to take part in this initiative and spark positive change. With the #BloodforBeauty campaign we were able to stand behind a vital cause, raise awareness, and educate the Lottie London community. From the huge success of the #BloodforBeauty campaign we saw great business and marketing results for our collaboration collection with The Vampire Diaries. Through earned media coverage since the brand's launch in 2007, the was the highest coverage generator ever, receiving the most buzz and engagement from press supporting and covering the campaign. In total we received 600 million earned reach across the US and UK for the Blood for Beauty campaign and Lottie London x The Vampire Diaries Love Sucks collection. Which generate sales for our Walmart end cap, Walmart.com and DTC site where the collection sold out on the DTC site, lottielondon.com in less than 60 days, and across Walmart.com and Walmart USA stores nationwide (900 stores). Commercially this was the best performing campaign with the fasted sell-through time period since the brand’s launch. We saw increased engagement across our social media channels where we saw incredible social sentiment from our community across social media and delivered across TikTok and Instagram with an increased engagement rate of +126%, increased reach +77.85%, increased impressions +169.97, increased comments +220%, increased saves +67.15% and increased likes +41.39%. For this campaign we saw the highest social sentiment and increase in comparison to previous campaigns since the brand’s launch.