With the launch of the Dirty Vegan brand, headed up by TV personality, Matt Pritchard, we needed to shout about the upcoming cookery book and tv show to achieve high ratings and book sales.
Dirty Vegan was the BBC’s first ever vegan cookery show and aired in early 2019. Already working for the show’s producers, One Tribe TV, we were asked to extend our remit and manage the PR associated with the show.
We quickly identified the need for effective social media and set up brand accounts across Instagram, Facebook and Twitter. We built a steady and loyal following for the Dirty Vegan brand, initiating excitement and hype for the TV show and launch of the accompanying cookery book.
Over a three-month period, Instagram grew to in excess of 11k followers, Facebook achieved more than 4k and Twitter more than 3k. BBC Wales had their highest social media engagement figures ever and book sales exceeded all targets.
We also achieved a wide range of media coverage for Matt Pritchard, the star of the show, including multiple magazine covers, national radio interviews and an appearance on Channel 4's Sunday Brunch, to name but a few. We also secured Matt many speaking opportunities, including addressing the National Welsh Assembly on behalf of the Vegan Society. As a nervous speaker, Matt commissioned Daffodil PR to write his speeches and work with him closely on how to best deliver them. This was a huge success.
Due to the growth of the brand, One Tribe TV decided to make Dirty Vegan a separate business and employed a full-time Marketing and Brand Manager.