Cameron Black
Group Head of PR
Ecommerce & Product PR
We transform your products into stories that resonate with customers, driving awareness, demand and sales.
E-commerce and product-led PR is the ideal strategy for brands that are launching something new, wanting to promote a current collection or get their products featured in seasonal gift guides.
Our strategic, creative approach:
We don’t just pitch products; we position them exactly where your audience is looking. Our approach combines creative stories with data-led facts to ensure your brand doesn’t just join the conversation; it drives it. By combining trend analysis, strategic storytelling, and multi-channel visibility, we turn everyday items into must-have products that capture attention and convert.
- Trend-mapping & search intent: We align your products with cultural movements and search trends, ensuring your brand is the answer when consumers are looking to buy.
- Narrative storytelling: We land your products in trend-led features, expert guides and reviews, building the social proof we know buyers want.
- Validation: We ensure your product and its story travel across the news, socials, and traditional and AI-driven search, making you visible at every customer touchpoint.
We’ve worked with some of the biggest brands
See the results for yourself
We know we can talk a big game sometimes – but we can back it up with results too.
Why it works
Builds trust and authority
Increases traditional and AI search dominance
By securing placements across high-authority sites, we don’t just drive traffic, we help to train search engines and AI search models to recognise your product and brand as the leading choice in its category.
Triggers consumer action
Our strategic approach gives consumers a reason to buy. By aligning your brand with trusted editorial voices and trending conversations, we create the desire and urgency needed to drive high-intent traffic and conversions.
Example successes
01
Suit Direct
We map brand stories directly to consumer behaviour during major calendar moments, whether it’s Father’s Day, Valentine’s, or peak wedding season. By aligning focus products with retail peaks, we land consistent coverage.
02
Avon
Whether it’s a new fragrance drop, a makeup launch, or a trending beauty calendar, we drive the PR that gets people talking, landing consistent, high-profile coverage across national news and top-tier lifestyle outlets.
Meet our team
Libby Windle
PR Director
Emma Robinson
Senior Digital PR Strategist
Danae Stavros
Senior PR Executive
Will Waldron
Head of UK PR
FAQs
What is E-commerce & Product PR?
E-commerce & Product PR is the practice of securing editorial coverage and recommendations for your products across relevant publications, websites and online platforms. By combining creative storytelling, media outreach and strategic product positioning, Product PR helps increase brand awareness, generate demand and drive sales while building trust through third-party endorsements and recommendations.
Who is E-commerce and Product PR for?
- Brands that are launching something new
- Brands who are wanting to promote a current collection
- Brands wanting their products featured in seasonal gift guides
How do we get our products into ‘Best Of’ lists and Gift Guides?
The key is to form relationships with key journalists who run the guides and make sure you’ve got your brand and product in front of them at the right time, especially before big sales periods such as Christmas and Valentine’s Day. Sending your products to journalists so they can test and review them also supports this strategy. Overall, to really get products listed, we make sure the story does two things at once: resonates emotionally to create desire, and functions technically by providing the link or social proof needed to buy.
What makes our product ‘newsworthy’ if it’s been out for a while?
By shifting the focus to the product’s cultural or seasonal relevance, increasing interest by tying the product to current trends or using fresh internal data to highlight a new way people are using it, or positioning it as the solution to a timely problem.
How does product PR work alongside our influencer strategy?
Together, Product PR and influencer marketing build demand and trust, and this strategy should work together, not in silo. While influencers provide the “social proof” and relatable lifestyle content that sparks interest, PR provides the high-level validation from respected publications. When a customer sees a product on their social media and then spots it in a “Best Of” news list, this reinforces brand authority and significantly accelerates the decision to buy. See how we did this for AVON.
Want to know more?