The Obstacle

Reddie is a new lifestyle concept that brings with it a new frontier in the furniture world. Reddie offers a collection of sleek furniture that can be customized online and all furniture pieces are made-to-order and delivered directly to your door.

We were asked to help host their Official Launch in Hong Kong and in the week leading up to the event, assist the brand with building PR momentum and to secure Media Coverage. This PR Strategy would be aimed at acquiring buzz for their month-long Pop-Up Shop at PMQ in the city’s SoHo District. The main challenge with Reddie was helping to introducing them into the market as a new, unprecedented, online only furniture shopping experience. As a new market entrant, they sought to turn the traditional furniture buying experience on its head.

The Fix

In lining up PR and Media exposure, we decided that it would be best to introduce Reddie to Hong Kongers as a new, design-driven middle market option. Consumers in Hong Kong are often limited to purchasing either low-end big box furniture or very high-end designer furniture, so we knew that the Reddie’s new offering of customizable furniture at affordable prices would be appealing to this market.

While still in the early stages of event planning, we set out to pinpoint a list of VIP Guests, including Media contacts, KOLs, Industry Leaders, and Target Market Customers that could act as influencers and ambassadors of Reddie. We invited people that were a part of the Voltage PR network in addition to those from our own personal networks to learn about Reddie and experience the brand firsthand.

The Voltage Impact

The Pop-Up Launch Event was a huge success with over 100+ in attendance. Voltage was able to generate more than HK$1.1m in PR Ad Value over the period of 2 months. Reddie was covered in both design-focused media platforms as well as those catered towards lifestyle and luxury.

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