Planet Hemp PR Coverage Update April 2016 - January 2017 (1)

PR REPORTS|APRIL 2016 - JANUARY 2017

OVERVIEW

This PR report and coverage update is structured as follows:

oTop line coverage results to date

oSummary of activity from April 2016-July 2016

oAugust 2016 PR report

oSeptember 2016 PR report

oOctober 2016 PR report

oDecember 2016 PR report

oJanuary 2017 PR report

TOP LINE RESULTS TO DATE

60pieces of

coverage

to date

Reach of

over 10m people

An estimated

EAV value to

date of

SUMMARY OF PR ACTIVITY APRIL - JULY 2016

PR ACTIVITY OVERVIEWMEETINGS

3rd May at Storm offices

23rd June at The Hilton, Paddington

3rd July at Canada House, London

ACCOUNT MANAGEMENT

Storm drafted trade and consumer launch releases

Storm drafted generic hemp release educating consumers on the health benefits of hemp | Release pending approval

Storm compiled recommendations for a targeted lifestyle, health and food blogger outreach | Pending sample delivery

PR ACTIVITY OVERVIEWLAUNCH EVENT

Storm co-ordinated and organised the PlanetHemp launch event at the Canadian embassy on Tuesday 19th April | Event organisation included; the breakfast menu for the event, branded collateral for guests, deliveries, event set-up and goodie bags

Storm drafted script for PlanetHemp promotional video

Storm outreached to press, bloggers and influencers inviting them to attend the event | Storm followed up with all media post-event | Publications that attended the launch include:

PR ACTIVITY OVERVIEWTRADE OUTREACH

Storm outreached to all trade publications with Planet Hemp launch release | Storm has secured a total of 11 pieces of trade coverage to date with a combined reach of 664,162 people

Storm set-up exclusive with The Grocer | Due to a large amount of industry news the journalist pulled the article

Storm outreached to all trade media attending NOPE inviting them to visit the PlanetHemp stand

Storm secured interview opportunity with Beverage Innovation magazine | Storm liaised with client to draft copy | Storm shared coverage once appeared

Storm secured feature opportunity in New Food magazine ingredient supplement and shared coverage with client

Storm drafted copy for Natural Products magazine Product Showcase section

Storm drafted copy for Food & Drink Matters

Storm arranged label printing for case barcodes and delivery to Newcastle

Storm arranged printing and delivery of branded collateral and leaflets for NOPE

COVERAGE OVERVIEW

A combined circulation of 9,364,162

A PR value of £38,927

A ROI of 3:1

78% ‘A’ media and 22% ‘B’ media

13 pieces of national, consumer and trade coverage

PUBLICATION: REUTERSTYPE: NATIONALCIRCULATION: 502,994PR VALUE: £13,500

PUBLICATION: BT ONLINETYPE: CONSUMERCIRCULATION: 8,700,000PR VALUE: £3,000

PUBLICATION: NEW FOOD MAGAZINETYPE: TRADE ONLINECIRCULATION: 1,367PR VALUE: £400

PUBLICATION: NEW FOOD MAGAZINETYPE: TRADE CIRCULATION: 13,594PR VALUE: £9,456

PUBLICATION: NEW FOOD MAGAZINETYPE: TRADE CIRCULATION: 13,594PR VALUE: £1,922

PUBLICATION: FOOD AND DRINK TECHNOLOGYTYPE: TRADECIRCULATION: 5,880PR VALUE: £380

PUBLICATION: FOOD AND DRINK TECHNOLOGYTYPE: TRADE ONLINECIRCULATION: 30,000PR VALUE: £200

PUBLICATION: FOODBEV TYPE: TRADE ONLINECIRCULATION: 50,000PR VALUE: £287

PUBLICATION: KAM CITYTYPE: TRADE ONLINECIRCULATION: 20,000PR VALUE: £1,000

PUBLICATION: NEW FOOD MAGAZINETYPE: TRADE ONLINECIRCULATION: 1,367PR VALUE: £200

PUBLICATION: FOOD MANUFACTURETYPE: TRADE CIRCULATION: 10,824PR VALUE: £2,211

PUBLICATION: BEVERAGE INNOVATIONTYPE: TRADE ONLINECIRCULATION: 9,188PR VALUE: £2,410

PUBLICATION: NATURAL PRODUCTS NEWS (MAIN)TYPE: TRADECIRCULATION: 5,354PR VALUE: £549

CAMPAIGN LEARNINGS

Having no samples meant that we were unable to begin our proposed blogger outreach

The lack of listings meant it was not possible to outreach to consumer media as their readers need to know where they can buy the products they feature

Moving forward we would look to place more generic hemp pieces with the feature written during the campaign

AUGUST 2016 PR REPORT

PR ACTIVITY UPDATEACCOUNT MANAGEMENT

Storm and client attended meeting on 11th August at Storm offices, London

Storm compiled end of campaign wrap report and shared with client

Storm drafted proposed recommendations for the continuation of PR support and shared with client

MEDIA OUTREACH

Storm drafted generic hemp release and sent to client for approval | Client provided feedback and Storm amended the release

Storm commenced blogger engagement programme and confirmed coverage across nine targeted health, fitness and lifestyle blogs with a combined monthly readership of over 614k people | Storm to continue to liaise with bloggers and update client as appropriate

Storm researched recent CBD coverage in the UK media and shared with client

Storm secured generic hemp coverage in September issue of Women’s Fitness | Storm to share coverage once published

Storm sent Cacao Heaven and Forbidden Fruit product samples to Tom Holliday at Sainsbury’s

COVERAGE CONFIRMED

Unique monthly users: 287,490

Unique monthly users: 139,980Unique monthly users:

121,710

Monthly readership: 12,600

SEPTEMBER 2016 PR REPORT

PR ACTIVITY UPDATEACCOUNT MANAGEMENT

MEDIA OUTREACH

Storm reached out to lifestyle, health and food bloggers and shared coverage with client.

Storm outreached to influential social media accounts, including Natasha Corrett at Honestly Healthy (a renowned author and health food guru) who posted about Planet Hemp to her 66,000 followers.

Storm sold in the ‘generic hemp’ release. Pieces would be stronger with a listing to drive consumers to buy Planet Hemp products, but work well to raise awareness of the powerful benefits of hemp itself.

Storm created Tree of Life Ecast.

Storm reached out to Jamie Oliver magazine in regards to trying Planet Hemp products.

PUBLICATION: HONESTLY HEALTHY (TWITTER)TYPE: SOCIAL MEDIACIRCULATION: 66,000PR VALUE: £9,900

PUBLICATION: ADELE LOUISE SMITHTYPE: BLOGCIRCULATION: 11,760PR VALUE: £600

PUBLICATION: ADELE LOUISE SMITH (TWITTERTYPE: SOCIAL MEDIACIRCULATION: 1,912PR VALUE: £287

PUBLICATION: ADELE LOUISE SMITH (FACEBOOK)TYPE: SOCIAL MEDIA CIRCULATION: 443PR VALUE: £66

PUBLICATION: HEALTHY FOOD GUIDETYPE: CONSUMER PRINT CIRCULATION: 31,055PR VALUE: £2,500

PUBLICATION: WOMEN’S FITNESSTYPE: CONSUMER PRINT CIRCULATION: 12,600PR VALUE: £900

PUBLICATION: THE YOUNG DOMESTIC GODDESS (INSTAGRAM)TYPE: SOCIAL MEDIACIRCULATION: 490PR VALUE: £73.50

PUBLICATION: THE YOUNG DOMESTIC GODDESS (TWITTER)TYPE: SOCIAL MEDIA CIRCULATION: 1,406PR VALUE: £210.90

PUBLICATION: THE YOUNG DOMESTIC GODDESS (TWITTER)TYPE: SOCIAL MEDIACIRCULATION: 1,406PR VALUE: £210.90

PUBLICATION: SALAD AND SEQUINS (INSTAGRAM)TYPE: SOCIAL MEDIACIRCULATION: 616PR VALUE: £95

PUBLICATION: SALAD AND SEQUINS (TWITTER)TYPE: SOCIAL MEDIACIRCULATION: 687PR VALUE: £103

PUBLICATION: FOOD AND DRINK MATTERSTYPE: TRADECIRCULATION: 15,000PR VALUE: £400

PUBLICATION: WHILE I’M YOUNG AND SKINNY (TWITTER)TYPE: SOCIAL MEDIACIRCULATION: 6,837PR VALUE: £1,026

PUBLICATION: THE VEGGIE KITCHENTYPE: BLOGCIRCULATION: 1,440PR VALUE: £400

OCTOBER 2016 PR REPORT

PR ACTIVITY UPDATEMEDIA OUTREACH

Storm continued to reach out to lifestyle, health and food bloggers and shared coverage with client.

Storm researched banner options for upcoming Food and Drink Matters Live show.

Storm amended Food and Drink Matters Live magazine copy.

Storm met with the client to meet the new head of sales and discuss 2017 planning.

Storm sent over a recap of current PR support programme and up to date coverage schedule.

PUBLICATION: MY FAT ME ANIA (TWITTER)TYPE: SOCIAL MEDIADATE: 25TH SEPTEMBER 2016FOLLOWERS: 1,746PR VALUE: £262

PUBLICATION: SALAD AND SEQUINS (TWITTER)TYPE: SOCIAL MEDIADATE: 30TH SEPTEMBER 2016FOLLOWERS: 678PR VALUE: £102

PUBLICATION: SALAD AND SEQUINSTYPE: BLOGDATE: 30TH SEPTEMBER 2016MONTHLY UNIQUE USERS: 4,170PR VALUE: £400

PUBLICATION: MY FAT ME ANIA (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 4TH OCTOBER 2016FOLLOWERS: 2,151PR VALUE: £323

PUBLICATION: CURIOUSLY CONSCIOUSTYPE: BLOGDATE: 10TH OCTOBER 2016MONTHLY UNIQUE USERS: 100,650PR VALUE: £500

PUBLICATION: MY FAT ME ANIA (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 24TH OCTOBER 2016FOLLOWERS: 2,163PR VALUE: £324.45

NOVEMBER 2016 PR REPORT

Storm continued to reach out to lifestyle, health and food bloggers and shared coverage with client.

Storm organised Christmas social media competitions with Green & Lean and Happy Skin Kitchen.

Storm created Health Food Store advert.

Storm edited images for Health Food Store launch piece.

PUBLICATION: EAT NOURISH LOVE (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 2ND NOVEMBER 2016FOLLOWERS: 25,500PR VALUE: £3,825

PUBLICATION: FIT LASSTYPE: BLOGDATE: 2ND NOVEMBER 2016MONTHLY UNIQUE USERS: 1,320PR VALUE: £200

PUBLICATION: FIT LASS (TWITTER)TYPE: SOCIAL MEDIADATE: 2ND NOVEMBER 2016FOLLOWERS: 1,832PR VALUE: £274.80

PUBLICATION: EAT NOURISH LOVE (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 6TH NOVEMBER 2016FOLLOWERS: 25,500PR VALUE: £3,825

PUBLICATION: HAPPY SKIN KITCHEN (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 8TH NOVEMBER 2016FOLLOWERS: 19,800PR VALUE: £2,970

PUBLICATION: FIT LASS TYPE: BLOGDATE: 9TH NOVEMBER 2016MONTHLY UNIQUE USERS: 1,320PR VALUE: £200

PUBLICATION: FIT LASS (TWITTER)TYPE: SOCIAL MEDIADATE: 9TH NOVEMBER 2016FOLLOWERS: 1,857PR VALUE: £278.55

DECEMBER 2016 PR REPORT

Storm continued to reach out to lifestyle, health and food bloggers and shared coverage with client, including A Daisy Chain Dream and Melissa Jane Lee.

Storm mentioned the Food & Drink Matters award win as ‘Company of the Year 2016’ when pitching for profile pieces.

Storm followed up with the Green & Lean team to ensure the Christmas giveaway post on Instagram went live featuring Planet Hemp.Storm also pushed for the post to be mentioned on parent company Honestly Healthy’s Twitter feed, which has a strong following.

Storm created classified advert for Food & Drink Matters.

JANUARY ACTIVITY

Storm to follow up with bloggers who have received Planet Hemp samples and to continue blogger outreach.

Storm to commence consumer media sell in now listings have been confirmed, aiming for any last-minute healthy January inclusions.

Storm to present 2017 proposal to client at meeting on January 11th.

PUBLICATION: GREEN AND LEAN PLAN (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 8TH DECEMBER 2016FOLLOWERS: 4,909PR VALUE: £736.35

PUBLICATION: HONESTLY HEALTHY (TWITTER)TYPE: SOCIAL MEDIADATE: 8TH DECEMBER 2016FOLLOWERS: 68,500PR VALUE: £10,275

PUBLICATION: A DAISY CHAIN DREAM TYPE: BLOGDATE: 11TH DECEMBER 2016MONTHLY UNIQUE USERS: 11,220PR VALUE: £600

PUBLICATION: A DAISY CHAIN DREAM (TWITTER)TYPE: SOCIAL MEDIADATE: 11TH DECEMBER 2016FOLLOWERS: 6,039PR VALUE: £905.85

PUBLICATION: MELISSA JANE LEETYPE: BLOGDATE: 19TH DECEMBER 2016MONTHLY UNIQUE USERS: 7,140 PR VALUE: £400

PUBLICATION: HAPPY SKIN KITCHEN (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 19TH DECEMBER 2016FOLLOWERS: 21,200 PR VALUE: £3,180

JANUARY 2017 PR REPORT

oStorm continued to reach out to lifestyle, health and food bloggers and shared coverage with client

GENERAL

oStorm put forward a sampling opportunity with Instagram influencer Green & Lean (part of Natasha Corrett’s Honestly Healthy brand)

oStorm met with client to present its PR proposal for 2017, including:

Working with influencers to grow the ‘We Love Hemp’ community

Creating UK-based Planet Hemp Instagram and Facebook channels to help raise awareness of the brand in the UK and complement the recommended influencer activity

Big and creative ideas such as running an education-piece survey and launching the first ‘ungreasy spoon’ dedicated to hemp-inspired dishes

oStorm compiled website and SEO recommendations and sent to client for consideration

PUBLICATION: EAT NOURISH LOVE (INSTAGRAM)TYPE: SOCIAL MEDIADATE: 26TH DECEMBER 2016FOLLOWERS: 31,900

PUBLICATION: HAPPY SKIN KITCHEN (INSTAGRAM)TYPE: SOCIAL MEDIADATE: ACROSS JANUARY 2017FOLLOWERS: 22,700

PUBLICATION: RHIAN WESTBURYTYPE: BLOGDATE: 19TH JANUARY 2017FOLLOWERS: 135,330PR VALUE: £1,000

Planet Hemp PR Coverage Update April 2016 - January 2017 (1)

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