CASE STUDIES
Carry The Load honoring Our Nation’s Heroes
Insights from the previous year’s Carry The Load Memorial May campaign informed a strategy led by earned media and social engagement. Top media placements include NBC Nightly News, Today, CNN Digital, iHeartRadio; plus, strategic media partnerships with TEGNA (television) and Salem Media Group (radio). Results reported 1B earned media impressions from nearly 1K placements and 2.1M social media impressions and 145K engagements. This awareness contributed to a 20% increase in donations, or $2.5M raised for Carry The Load.
KidZania educating the Next Generation
The first U.S. opening of the global brand, KidZania, was led by a go-to-market PR strategy involving an interactive multimedia press kit announcement, hard hat local media tour, influencer engagement and partnership development. Top national media interviews included Parents, AAA Texas Journey and Telemundo. The grand opening media day resulted in coverage by all four Dallas/Fort Worth television broadcast stations, Dallas Morning News and multiple bloggers and influencers nationwide.
SIXSITE Navy SEAL-designed performance gear
Introducing SIXSITE gear to a diverse group of outdoor writers, digital influencers and podcasters, PR led concept and execution of an elk hunt media experience at a Colorado ranch. The positive experience led to more than 20 articles and digital posts, 1.5 million impressions and memories to last a lifetime. (Note: Renee’s photo above was featured in a Sports Afield article about the experience published one year after the event.)
Field Work podcast for farmers, by farmers
Within four months of the launch of Field Work podcast, it received more than 300K downloads and YouTube views (~10k/episode). PR led earned agriculture-focused media outreach, conference support and partnership development. Results included more than 3.5M audience reach, 32 ag media placements and coordination of 10 speaking engagements. PR support for season 2 will include a strategic ambassador/influencer program.
