Dune London - Brand Communications Guidelines

DIGITAL MARKETING • DIGITAL ADVERTISING & PR

Digital PR • Digital PR includes securing online editorial, brand features, articles or product placements as a result of nurturing, maintaining and leveraging relationships with key members of the press, such as editors and influencers. • It is highly recommended that Franchisees invest in dedicated resource to manage PR, either in-house or via an agency. • To promote key collections and styles partners should deploy regular, on-brand communications to press to showcase these stories. This can be in print or digital form e.g. press releases or look books, or where possible in person e.g. events or appointments. • Strategically seeding key members of press and influencers can be a cost-efficient way to promote the Dune London brand and product. As many brands adopt this tactic though it is essential that product is gifted in an appropriate manner that reflects our premium positioning. Their readership/social audiences should be engaged and have brand-relevant interests and demographics. • Please note that any press materials that differ from creative templates provided by the brand must be approved by Dune Marketing before production or publishing. This includes press releases, look books, gifts or packaging concepts. • Ensure that all communications to press are in line with brand guidelines and tone of voice, include the correct product credits (including style names, colours and pricing) as well as contact details, and where relevant social handles and campaign hashtags. • Digital PR is valuable for raising brand awareness and consideration, key success metrics can include impressions and CTR for paid placements, or quantifying the equivalent advertising value (EAV) of free editorial coverage.

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