The Challenge
Smiggle, a beloved brand and the go-to for school, gifting, and leisure essentials, wants to amplify its mission of getting kids excited about school and fostering a lifelong love of learning through creativity.
The Australia-born business needed an agency that shared its vision of empowering communities of young people to believe in themselves, express their individuality, and show kindness to others - values that Tigerbond was eager to champion.
Our Response
Bright spark media relations is the key to our Smiggle success. To keep the brand top of mind with the parent community during key moments like Christmas and Back to School, we work closely with shopping and lifestyle editors to secure spots in seasonal product roundups. Recognising the influence of children on parents’ buying habits, we also partner with leading kids' publications to run campaigns that engage thousands across the UK.
Our PR efforts also highlight Smiggle’s support for anti-bullying charities through initiatives like Be Kind and Choose Kindness, spreading positive messages to young people and reinforcing Smiggle’s role in the community.
Smiggle's vibrant products gain further exposure through collaborations with top influencers, bespoke gifting campaigns, and content creation, while trusted parenting influencers boost visibility with in-store experiences year-round.
Impact
Armed with our vibrant range of backpacks, lunch boxes, pencil cases, and more, we’ve taken a bold, proactive approach to dominating the kids' stationery market in the UK.
By leveraging every national and local connection, be it press, broadcasters, influencers, or community stakeholders, we ignite each Smiggle campaign in a burst of colourful, engaging publicity. Smiggle continues to capture attention from top-tier outlets, including This Morning, where it was hailed as "the dream place for stationery."
“Smiggle has enjoyed working with the Tigerbond PR team since 2016, dating back nearly as far as our launch into the UK market. The team at Tigerbond have been instrumental to the Brand's growth in Europe, supporting store openings across the UK and Ireland, building brand awareness with an annual calendar of activity, positioning Smiggle as the go-to brand at Back to School, and importantly, standing with us through challenging periods such as Brexit and Covid. We value Tigerbond's speciality experience, knowledge of our brand, commitment to growing results year-on-year, and their dedication and loyalty to the Smiggle team.”
Emma Fulford, Head of Marketing, Smiggle.
