In March 2020, Little Red Rooster was tasked with setting up and executing the first ever press office in France for security superbrand Master Lock. With the global pandemic, we had to think creatively about how to engage with VIP journalists stuck at home.

We quickly set to work, drawing up a priority media list of top press targets for Master Lock coverage over a nine month period. From nationals to broadcast, cycling to technology, we knew from our work in the UK that the brand’s product skews were extensive and so would fit into many media verticals.

Once top targets were agreed we set about ‘launching’ the Biometric Padlock to French press, working ahead of a strict press embargo to set up a flurry of news hits, before running a strategic reviews programme to book in four and five-star write-ups to appear on launch. This same strategy was replicated for the Biometric Security Safe later in 2020.

Given the surge in sales due to the global pandemic, two wheels (cycling) products were also a big focus for Master Lock in France. Across the nine-month project we liaised with key press on cycling product news pieces, group tests, standalone reviews and placed expert comment with the security / retail trade titles to position the brand as a thought-leader within the cycling industry.

The result was incredible! A total of 57 pieces of stellar coverage inking for Master Lock over the nine-month French press office project.

In total, Master Lock reached a potential audience of 58 million people in France with its Bluetooth, biometric and two wheels products – putting the security superbrand in front of a new audience for the very first time via a traditional and strategic press office.