By: Cierra LoGrasso, Account Executive
In the fast-paced world of marketing and PR, impressions are currency. So, when I hit one-billion impressions in under six months building buzz for an amazing campaign, you might say it felt like hitting the jackpot. (The client was pretty excited too!)
The campaign I’m referring to was the launch of Mr. Kate’s first-ever furniture line. It was an exciting debut for the wildly popular interior design brand. You can just imagine how jazzed we were when they hired 1M2S to handle their PR.
PR ACTIVITIES & OBJECTIVES FOR MR. KATE
There’s no magic formula for earning online impressions, but it does involve a lot of persistence, creativity and teamwork.
In this post, I break down the different tactics 1M2S employed during the first six months of the Mr. Kate campaign and how many impressions we earned as a result.
1. Press Release: One of our first campaign tactics involved writing the launch announcement. The press release, which you can read here, incorporated essential details about the furniture collection, including where it can be purchased. We then distributed it via Cision and to the 1M2S media database. All told, the release was picked up by over 63 online publications and garnered over 60 million impressions!
2. Lookbook: To bring the Mr. Kate collection to life (in the middle of a pandemic), we decided to create a lookbook that media could easily navigate from the comfort of their laptops. With the help of a designer, we developed a stunning digital catalogue featuring product images, itemized descriptions, digital fabric swatches and design tips to showcase the new line. The lookbook, which you can view here, was then shared with top-tier media both digitally and by mail.
3. Media Relations: There’s simply no better feeling than securing top-tier media coverage for an amazing client and this campaign has been no exception. Stemming from our outreach efforts, we inked an exclusive announcement of the Mr. Kate launch with People Magazine which nabbed over 183 million impressions after being syndicated by Yahoo. We also secured broadcast segments with Daytime and The Lifestyle List that garnered a combined 8 million impressions!
As successful as the above tactics proved to be, our work hasn’t stopped there! We’re continuing to pitch media and encourage interviews with Mr. Kate’s team. Those efforts are paying off with quality earned coverage that’s made up the bulk of our one-billion impressions to date.
As I said earlier, there’s no magic formula but the above tactics, combined with creativity, teamwork and persistence, can go a long way to building awareness and generating buzz.
I hope our experience and success working with Mr. Kate inspires your next great campaign!