Case Study

Candana PR Strategy: Video Segments

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Candana is a bathroom wares retailer and distributor that prides itself on expertise and knowledge in the areas of design and architecture. A family-owned business that’s been around for over 30 years, there’s a rich and human history to the company.

As a way of adding another dimension to the bi-monthly newsletter that is serviced to some 700 architects/designers/media nationally, an fun and informative adjustment was made to the PR strategy. Both Candana and its longtime PR agency, UMM, decided it was time this audience was served up expert opinion from a friendly face instead of just an ordinary EDM.

Managing Director Marc Reed has starred in a series of videos (embedded in the bi-monthly newsletter) that were a confluence of Marc’s personal brand and that of the company. The result? Authority, plus healthy lashings of personality. 

This innovative update to both the PR strategy and Candana’s comms was the result of a collaboration between UMM’s Creative and PR Departments.