xoJane.com was well established in the US but we were looking to connect with women on the other side of the pond. Its editor, Jane Pratt was very well known and respected overseas although was not as well known in the UK. Our brief to KLPR was to work towards mirroring that popularity in the UK. We also wanted KLPR to promote British writers working with xoJane.
With the help of KLPR we organised an evening event to launch xoJane in the UK, inviting some of the UK’s leading women’s lifestyle, gossip and national journalists, as well as leading brands who had a connected interest in the website’s audience. Post launch, KLPR took xoJane’s website content and negotiated deals with several key publications in the UK to have the best of the content syndicated – giving xoJane in the UK an instantly wider reach. KLPR continue to keep abreast of what the UK’s top women’s lifestyle journalists and bloggers are writing about, frequently contacting them with feature ideas which can be linked back to news stories on xoJane. KLPR also connected with The Guardian, resulting in editor Jane Pratt being featured as an interviewee in July 2013 in the high profile Media Guardian section of the newspaper.
KLPR achieved a greater UK awareness of both xoJane and it’s editor, Jane Pratt and secured consumer and trade coverage in the following titles: Sunday Times Style Magazine, The Guardian, Elle Magazine, Gocitygirl.com, Daily Mail, Woman Magazine, ASOS.com, Glamour Magazine, InPublishing, Marketing Magazine.
Launch website »
