PROOF IS IN THE PUDDING
At Heroine our bite is worse than our bark. We’re strong believers in showing off the work we’ve done. How else can you know if someone is going to deliver on your goals? Below you’ll find a collection of hero campaigns worked on by our team, along with their results and some visual examples. These serve as a taste of what you could get when you work with us.
Airline Hidden Fees
Uncovering the problem of 'drip-pricing' in the airline industry.
PR Strategy
Concept
Campaign Management
Outreach
If you’ve ever flown with an airline you know how frustrating it is to see an advertised airfare that eventually becomes double, if not triple the price due to expensive add-ons. Both the UK prime minister and U.S. president voiced concerns about drip pricing at the start of 2023.
For NetVoucherCodes, a champion for consumer spending, we wanted to find out to what extent airlines around the world were charging hidden fees to help consumers make better choices when booking flights.
To do this, we looked at over 80 airlines all over the world and manually went through the booking process for each one, noting down the cost of a 20kg check-in bag, carry-on bag, seat selection, fast track, insurance and onboard wifi for a similar length route. Using this information, we calculated how much more in hidden fees each airline was charging.
The campaign achieved 100+ links in high-DA publications including USA TODAY, TimeOut, Daily Mail, Sky News and The Guardian (twice!) with a full-page write-up in The Observer.
Shortly after the campaign, the UK government began a consultation into airlines and how they present their pricing to consumers.
The World's Top Bucket List Experiences
Finding the world's most sought-after bucket list experiences for 2025.
PR Strategy
Concept
Campaign Production
Outreach
December and January are notoriously hard times to get cut through with the press, especially for the travel industry when taking into account Christmas and those trying to save money after the peak holiday period.
For Go2Africa, we found that search terms for ‘bucket list’ peaked around this time with travellers creating lists of their once-in-a-lifetime trips and destinations. Better yet, focus on bucket lists meant we could highlight high-value and luxury experiences, some of which the client offered.
We decided to analyse Google search volumes to find out the top most sought-after bucket list experiences around the world, and hyper focused on key countries that we knew had the biggest outreach potential.
This allowed us to create four separate assets: one map showcasing the top 20 bucket list experiences overall, a map showing the top bucket list experience in every country and two separate static rankings of the top 15 bucket list experiences for Brits and Americans.
The campaign picked up links in Time Out, Forbes, Metro, The Mirror, The Express, The Manual and many more, gaining 50k sessions to the campaign page.
The Eras Tour Spending Report
Calculating the impact of The Eras Tour on the UK economy.
PR Strategy
Concept
Campaign Production
Outreach
Love her or hate her, Taylor Swift is a force to be reckoned with. The international pop star has already completed the U.S. leg of her hotly anticipated Eras Tour with reports that the concerts made a markable economic boost to the cities she visited.
For NetVoucherCodes, a brand dedicated to educating consumers on their sending, we wanted to find out the exact economic impact The Eras Tour would have on the UK economy. And so The Eras Tour Spending Report was born.
The meat of the report covered how much The Eras Tour would boost the UK economy by surveying 500 Swifties going to at least one of the concerts and finding out how much they were planning on spending. We then worked with a UK economist to find out how much of this spending would actually go towards the UK economy.
We bolstered the report with further data, partnering with the analytics experts at AirDNA to find out the impact the tour would have on the short-term rental market, running further surveys to delve deeper into the spending habits of Swifties and using search data to see what trends would be popular throughout the tour.
The campaign was covered in The Independent, Insider, The Star, MSN, Yahoo, and many other publications.
The Most Overcrowded Tourist Destinations
Revealing the countries and states where tourists outnumber locals.
PR Strategy
Concept
Campaign Production
Outreach
Some may say that safari travel might be a niche topic, but one commonality it has is that there’s wildlife in almost every corner of the planet.
Go2Africa, a luxury safari outfitter, came to Heroine with a single mission, to gain high-quality links in the U.S. and build it’s brand over in the states. To do this, we created a impactful data study that would appeal to U.S. press while also highlighting Africa as a must-visit destination.
We analysed official tourism figures and government reports on the number of annual visitors to each country and U.S. state. By comparing this number with the current population of each location, we were able to reveal which tourist destinations are experiencing the biggest influx of travellers.
Once we had the data, we were able to visualise the extent of the problem on a detailed world map and U.S. map used in much of the coverage we secured. We also made a top 10 ranking of the most overcrowded countries by comparing the number of tourists to just one local.
The campaign picked up over 100 links in CNN, National Geographic, Sky News, Daily Mail, New York Post, Forbes and Newsweek with an average DA of 63.
Where Your Currency Goes the Furthest
Finding where different currencies go the furthest with NetVoucherCodes.
PR Strategy
Concept
Campaign Production
Outreach
The value of currencies ebb and flow due to numerous economic factors from inflation and economic health to political stability and monetary policy. But how do fluctuating currency values affect how much bang for their buck travellers get when going abroad?
For NetVoucherCodes, a trusted deals website, we wanted to find out where travellers would be able to get more for their money in other countries by comparing the strength of the UK pound and U.S. dollar against all other mainstream currencies in every other country.
From this data, we were able to create a tool that live-updated depending on the strength of each currency at the time. Users could explore the map, table or graphs to see where their currency was particularly strong, or where it was weak, to identify where they could travel to cheaply.
The campaign scored links in AARP, USA Today, Metro, Matador, Time Out, Daily Mail, Frommer’s, and many more high DA publications.
Dark Fairytales for Modern Kids
Teaching children about internet safety with Surfshark.
PR Strategy
Concept
Research
Art Direction
Did you know that most schools don’t teach cybersecurity, even though 95% of children have access to the internet? This has meant that the burden of teaching children about internet safety has fallen to parents at home.
For Surfshark, a popular VPN service provider, we wanted to create a resource that would engage children in the topic of cybercrime while also making it easy enough for parents to implement.
With this in mind, we reimagined classic children’s books with a new moral to teach children how to be safe online. We wanted to help parents build trust with their children, open up important discussions and educate them about cybersecurity.
We created the concepts for our books, rewrote them from scratch and sourced illustrators to beautifully design each one. We then created a range of assets including mockups, flat lays and even a downloadable pdf so people could actually read the book in its entirety – for free!
The campaign was covered in PC Magazine, Newsweek, and many more high DA publications.
* Work carried out for NeoMam Studios.
The Freelancer Pay Gap
Highlighting the gender pay gap in freelancing with ZenBusiness.
PR Strategy
Concept
We all know the gender pay gap is unfortunately still alive and well. But when people are able to set their own rates in the freelancing world, are women still losing out?
For ZenBusiness, who help small businesses get on their feet, I wanted to explore if the gender pay gap exists for freelancers. To do this, we analysed over 6,000 freelancer profiles from the U.S. We took this data and calculated the average rate for women and men, as well as split this down by category.
Our study found some shocking results. Freelancers who are men charge 48& more than women for the equivalent role overall. The average hourly rate for men is $68.58, while women charge on average $46.30 per hour.
We then created separate assets for the overall difference in freelancer rates and broken down by industry. We then also created a handy infographic that helped freelancers know how to set their rates in a fair and ethical way.
The campaign achieved a full page write up on Bloomberg as well as links on Fast Company and over 70+ other publications.
* Work carried out for NeoMam Studios.
Monster Residences of America
Exploring the monster residences of America with Angi.
PR Strategy
Concept
Research
America does everything bigger. Bigger cars, bigger cities and bigger houses. They have some of the biggest homes in the world, built by people wealthier than we could ever imagine.
For Angi, an American website that connects homeowners with contractors to improve their homes, I wanted to highlight these huge homes. I decided to focus on the largest residential home in every U.S. state. To do this, I used desk research to find the largest homes from each location based on their square footage. Then, using this information, I sourced images and additional information of each home to develop the idea further.
We chose to create beautifully illustrated minimalist posters to show off each of the huge residences from each state. These went on to be used extensively by regional press. We also created a poster showing every home from each state which we ranked from largest to smallest from above so readers could get a real feeling of scale.
The campaign picked up over 100 links across home, interiors and regional websites including Digg, Daily Hive and the American regional radio network.
* Work carried out for NeoMam Studios.
Frank Lloyd Wright's Unbuilt Houses
Breathing life into some of Frank Lloyd Wright's unbuilt homes for Angi.
PR Strategy
Concept
Curation
For Angi, a website that connects homeowners with contractors to improve their homes, I wanted to explore some of the most famous homes in the world that were never built. Frank Lloyd Wright is the most prolific architect in America and over the course of his career, he designed over 1,000 structures. Unfortunately, many of them never made it off the page. With this in mind, I wanted to see how some of these popular homes would look if they were actually built.
For the campaign, I researched some of the more popular houses that were never built by the architect and then proceeded to gather as much information about each one as possible, unearthing floorplans, blueprints, sketches and more.
I then narrowed the selection down to three iconic structures which we then created hyperrealistic 3D renders of the outside and renders of the floorplan for each one.
The project went viral in home and interiors press, being picked up in publications like Wallpaper, Architectural Digest, House Beautiful, My Modern Met, Apartment Therapy and over 100+ publications across the world.
* Work carried out for NeoMam Studios.
The Dress-in-Gown
Bringing haute fashion couture home with House of Fraser.
PR Strategy
Concept
Creative Direction
Outreach Strategy
The year is 2020. The UK has endured months of lockdowns and we’re hanging onto the hope that we’ll be able to see our families at Christmas. That is, until the dreaded news comes that we’ll be spending our first Christmases alone.
House of Fraser, one of the UK’s largest fashion retailers, had a challenge. Christmas was the biggest time of year for them to sell dresses. But now everyone is staying at home, how could they get people to invest in fashion that other people are unlikely to see?
For the fashion giant I decided to create the Dress-In-Gown. A dress made to party in but with all the comforts of home. Wear it to your next Zoom quiz, laze around in it on Christmas morning or have a ‘seccy in it while Facetiming your girlfriends.
We created the dress from scratch and did a photoshoot to show off its best bits. We placed adverts for the dress as banners on the website, within marketing email activity and splashed it all over social media. We also created an ‘In-In’ category page for the House of Fraser website where people could go and buy dresses made to be worn at home.
The campaign was picked up by Metro, The Sun, Heart Radio, Drapers and more, as well as generating £12k of additional revenue and driving 20k sessions to the campaign page.
* Work carried out for Rise @ Seven.
