Ahead of launching to the public, new free printing service PixPax asked us to help get the app on the radar of gen Z and millennials across the country – showcasing its stylish, retro photo style, colourful personalisation options and range of decorative upsell products.
Our job was to distinguish PixPax from the countless other free photo printing services on the market by putting its unique retro-style prints in the spotlight and honing in on its superior quality – ultimately encouraging consumers to download the app and try out the service for themselves.
Knowing that everyone loves a freebie, we capitalised on PixPax’s ‘newness’ with a simple media relations campaign that put the product front and centre, and harnessed the power of creative influencers to show consumers all the different ways they could use PixPax prints without having to spend a penny on their pictures!
We started by sending beautifully curated gift boxes to top publications – from consumer lifestyle press, through to bridal and interiors titles – celebrating all their recent front covers as PixPax prints. We then tapped up all the major shopping and product pages across national and consumer media with high quality imagery of the product, as well as capitalising on its ‘free’ element to target deals roundups, securing exposure for PixPax in top consumer lifestyle titles including Notebook, HELLO!, That’s Life, Pick Me Up and Verge.
We then recruited a trio of popular gen Z and millennial influencers specialising in lifestyle and interiors to experiment with the prints and bring to life the various occasions PixPax is perfect for, such as decorating the home. As well as creating visually striking content for their own channels – achieving more than 13,000 views – we pitched them into media as experts, offering by-lined feature content that included tips on how to style PixPax prints.
Our expert-led PixPax interior design tips generated more than 100 pieces of coverage that landed across the entire country via regional media, bagging a potential reach of 4.2 million and smashing our initial KPI of 12 by 750%.
Our coverage was cited as contributing to the app’s best performing sales weekend ever.
“We wanted an agency that had experience working with startup projects, so they understood the need for testing and learning, in order to deliver results. Working with Munch has been a very open collaboration, that has not only yielded great coverage but given us very insightful learnings for future consideration.
“The team were full of ideas for how to get our product into the right hands, and they’ve been very proactive at finding new opportunities. The volume of coverage and results are a testament to their passion for the project and tenacity to keep going. Munch helped us have our biggest ever weekend of downloads and have been great to work with from start to finish.”
Paul Davey - Kodak