The holiday season is a marquee time period for retailers and consumer electronic brands. But media opportunities have been dwindling as “pay to play” becomes the norm. So we shook up our strategy to adapt to the season.
We developed new holiday tactics and pilot programs to keep up with the changing media landscape including: introducing an affiliate marketing program, deal pitching with our partner retailers, partner media mailers and localized pitching efforts among the traditional block and tackle holiday gift guides.
By doing so, we capitalized on the media’s need to link to partner sites (e.g. Amazon, Target) resulting in Amazon products running out of stock and sales at Target increasing by 300%. Additionally, by localizing our outreach efforts we were able to land over 1,500 local media placements and major hits with the Today Show, GMA and more.
We nearly doubled our success YOY, landing 2,309 total media placements. Key coverage included the Today Show, GMA, Wall Street Journal, Refinery29, Us Weekly, Tom’s Guide, Business Insider, Forbes, Yahoo! and more.