Social commerce trailblazers HotUKDeals, which provides a platform for its 400,000 active members to share deals and offers, has selected Octopus Communications to develop a campaign that will target influencers, and drive awareness and registrations for the community-focused site.

Founded in 2004, www.hotukdeals.com recently hit the news when a member spotted an opportunity for Tesco shoppers to take advantage of a combination of two offers which allowed them to buy Terry's Chocolate Oranges for just 29p. Savvy shoppers quickly cleared the shelves as a result and the story was covered extensively in the national media.

HotUKDeals founder Paul Nikkel said: "The increased interest in consumer sites has led to us needing to develop a comms strategy that ensures HotUKDeals maintains a clear voice and presence in the consumer media. Octopus understood the needs of a brief where the client was a community rather than a company."

Octopus Communications will work on a consumer and trade PR brief with the aim of giving the brand an increased presence in the highly competitive and rapidly growing online voucher and deal space.

Octopus Communications MD Jon Lonsdale said: "Up to this point HotUKDeals has grown organically and gained exposure through viral stories. We're going to help tell its story, grow its users and make sure it doesn't get left behind."