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  • Writer's pictureBrainchild

Earning top-tier media coverage for JB Hi-Fi New Zealand

Launching a new store and telling the growth story behind a well-known trans-Tasman retailer



When major Kiwi retailer JB Hi-Fi was ready to launch their first new store in seven years, they knew they needed to get attention, own their narrative, and ensure the first step in their planned expansion was a hit with their customers.


We saw this as an exciting opportunity to capture a business and a general audience via earned media. Utilising our media relations expertise, we developed a newsworthy media release and targeted pitching strategy to get the JB Hi-Fi story heard. By crafting a solid narrative that communicated the unique JB Hi-Fi DNA and their fun approach to retail, we showcased why this was significant for Kiwi consumers and the retail sector.


The results? Extensive media coverage across business, retail, and mainstream outlets that included all of our key messages about the vibrant JB Hi-Fi brand.


With total views estimated at more than 201,000, we connected the brand with a national audience via online, print, and social media. Our work also supported digital marketing efforts with high domain authority across sites featuring JB Hi-Fi coverage. Social amplification of earned media also saw our coverage hit 1.56k engagements – showing that Kiwis loved hearing from the fun retail brand.


But we didn’t just draw a crowd online or via print media – we contributed to a wider marketing campaign that saw eager shoppers queuing through The Base Te Awa mall to get a peek inside the new store.


“This was an important launch for JB Hi-Fi and Brainchild more than delivered. The coverage was extensive and well-timed – they really contributed to the buzz surrounding this launch.” – Jon Kirman, Marketing & Ecommerce Manager-NZ.

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