Learn how we secured coverage in one of Christmas Tree World’s dream publications – Which?.
The Client.
Christmas Tree World is one of the UK’s leading artificial Christmas tree retailers, having been in business for nearly 40 years. They offer a wide range of high-quality, lifelike trees in sizes, shapes, colours, and price points to suit all homes. Christmas Tree World operates an omnichannel retail model, with in-person warehouses where customers can see products first-hand, and a robust e-commerce setup that handles huge order volumes annually.
The Brief.
Product PR is part of our wider digital PR and SEO strategy for Christmas Tree World, and Which? is a publication on their dream publication list. Which? is one of the UK’s most trusted and influential consumer review platforms, known for its independent testing and expert product comparisons. A product feature in Which? carries significant credibility, as readers view it as an unbiased source for purchase decisions.
The primary goal of securing a product review in Which? was to further solidify Christmas Tree World’s position as a trusted and reputable brand within the competitive festive market. A feature in such a respected consumer publication helps build brand credibility and trust, while also supporting broader objectives around sales growth, increased visibility, and driving referral traffic from a highly engaged audience actively seeking product recommendations.
The Strategy.
We proactively created opportunities by curating a targeted media list of key journalists and publications with whom we wanted to secure product placements ahead of and during Christmas Tree World’s peak sale period.
This list included journalists who had previously featured Christmas Tree World or its competitors, as well as those who regularly publish product round-ups throughout the year. We then personally reached out to each journalist to ask if they were working on a Christmas tree roundup this year and offered them the chance to sample one of the client’s products.
This proactive, relationship-driven approach not only meant we were ahead of seasonal requests but also made the journalist’s job easier by providing timely, relevant support and saving them the effort of sourcing and requesting products later in the season.
Once the journalist confirmed which product they wanted to sample, we coordinated closely with Christmas Tree World’s delivery team to ensure the item was sent directly to the journalist within their preferred timeframe. We maintained regular communication and progress updates with both the client and the journalist at each stage, ensuring the process was smooth, transparent, and completely hassle-free for the journalist.
From the initial outreach to the feature going live, the process took just a couple of weeks. During this time, we worked collaboratively to set clear expectations and realistic timelines for everyone involved, ensuring a seamless and professional experience from start to finish.
We took a relationship-first approach when pitching to the journalist, focusing on offering genuine help and support from the very first contact through to follow-ups. Rather than pushing specific products, we worked collaboratively with the journalist to understand their needs and how we could best assist them. We offered a range of product suggestions, but allowed them to select the items they were most interested in sampling, ensuring the coverage felt authentic and aligned with Which?’s editorial focus.
This approach positioned Christmas Tree World as a reliable, solutions-driven partner, while building a mutually beneficial relationship that supported the journalist’s work and editorial needs.
The Results.
Our coverage went live on Which? on the 8th September and featured Christmas Tree World’s ‘Woodland Pine Half Tree’, which offers the full festive look of a traditional tree while taking up only half the space. The coverage was a dream publication for Christmas Tree World and is a gold standard for product placements. The feature not only marked their earliest festive coverage to date but also secured a position within one of the UK’s most trusted and influential consumer platforms, with no direct competitor links featured, amplifying both brand credibility and visibility at a crucial point in the buying season.
Our product PR strategy has also secured Christmas Tree World coverage in the Evening Standard, The Telegraph, Country Living, and many more!
These results highlight the effectiveness of proactive, relationship-driven product PR. They demonstrate that securing editorial endorsement from respected, independent sources can foster brand authority, consumer confidence, and sustained visibility. They also highlight how earned media rooted in credibility and timing can deliver wider SEO, brand, and sales impact without relying solely on backlinks.