Low brand awareness of HomeAway dictated the need for a major call to action to help drive media coverage. We created the impossible by building a temporary apartment in the Eiffel Tower for families to have a chance to win a trip to spend the night at the iconic structure for the first time in history. A strong call to action and delivery of fresh, credible data to storytell increased chances of coverage and drove breakthrough coverage globally. Demanded fully-integrated campaign by PR partnering with social, email, paid channels and even internal communications to ensure message breakthrough.
IMPACT: The campaign garnered 2.5 billion impressions/44 BILLION UMVs and won 18 global brand, PR and marketing awards.
MAKING HISTORY & RAISING GLOBAL RECOGNITION
Helped launch dynamic brand in the U.S. and position it as the plant-based brand with the widest variety in grocery retail with growth to 20,000 retail outlets. We then branched out to sporting arenas, food service and pivotal partnerships including managing media announcements for community outreach with Billie Eilish’s Happier than Ever Tour providing plant-based foods to communities in need across the U.S.
IMPACT: Drove coverage of rounds of funding -including celebrity investors- and acquisitions of two companies to help map up to the company’s business goals. We were able
to establish CEO as a
sought-after speaker, reliable
media source and industry expert.
Managed shopper marketing with
Kroger and Sprouts and
Influencer campaigns.
WICKED KITCHEN LEADING IN PLANT-BASED VARIETY
As the agency of record for Neutral Foods, we focus on thought leadership, publicity for fundraising rounds, and getting the brand out in front of consumers using the power of PR combined with influencer relations and strategic events.
This includes coordination of on-farm visits for media shoots and making sure the brand shows up for climate smart conversations such as at Climate Week in NYC.
IMPACT: CNBC feature on celebrity investors, partnership secured with Shake Shack, managing publicity for 3 rounds of funding.
MILK FOR A PLANET WORTH SAVING
TAKING ME &
THE BEES LEMONADE TO MORE SHELVES ACROSS AMERICA
Manage brand publicity including in-store TV segments for adding purpose-based lemonade product to 350 H-E-B stores. Sales exceeded projections as the brand saw volume increase by 2.5 times over the first month and orders continued to increase. H-E-B requested additional product flavors, added 200 additional points of sale within their stores, and asked them to be a vendor during a special event to demo Texas products.
IMPACT: Continued PR efforts nationally around the company celebrating Ten Years in “Buzzness,” securing coverage in NYC & D.C. and in key local markets.
To continue to raise brand awareness for HomeAway globally, the company partnered with Disney to celebrate its live action version of Beauty and the Beast. The company held a global contest where a lucky winner and 20 of his or her chosen guests won an unprecedented #HomeAwayCastle stay experience in Scotland.
IMPACT: Organized a media fam trip to castle which ensured coverage by all attendees, contributing to an overall 1.5 billion impressions and 24 billion UMVs. The highlight of the media relations campaign was TODAY on NBC doing a TWO-DAY live broadcast and a separate giveaway trip to the castle resulting in more than a month of on-air branded mentions on America’s top morning show.
STRATEGIC PARTNERSHIP & BRAND VISIBILITY
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CULTIVATING AMERICAN CAMPUS COMMUNITIES’ STORY
The nation’s largest student housing company, American Campus Communities, brought us in to cultivate and further develop media relations and brand presence across 90 university markets. We also helped position the company’s 30+ years of expertise within trade and industry publications.
IMPACT: Developing campaign messaging, strategic plans and thought leadership, APC leverages national and local partnerships, core initiatives and storytelling opportunities to reflect the company’s mission and work in creating environments conducive to academic, professional and personal success for more than 150,000 college students.
University of California, Irvine - Plaza Verde