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We not only know what’s news—we know how to power the conversation around it.
We transformed a news delivery mechanism into a news driver for the launch of Taco Bell’s Quesalupa and its return to the Super Bowl after two years on the bench. Our comically “redacted” press release, which teased fast food lovers by leaving out key info, broke out from the pack of other advertising announcements. And then we scored a second round of coverage when consumers were invited to pre-order this “mystery” Taco Bell item online. More than 6 million Quesalupas were sold in a little over a week, making it the most successful PR product launch to date for the brand.
For Dove Hair, we started a conversation in a new “language” when we created the first emojis to represent the 1 in 3 American women with curly hair. By 11 a.m. on launch day, #LoveYourCurls was trending organically on Twitter; in three days we landed nearly 300 earned placements; and to date, over 900,000 people have downloaded the curl keyboard.
We took America’s love of nostalgia and hijacked #TBT to create our platform: #TBThanksgiving (Throwback Thanksgiving). Opening the vault of 35+ years of Turkey Talk-Line content, including some of the craziest calls ever received, helped us land Jimmy Fallon’s “Talk-Line Bling” parody song, two Steven Colbert segments and more than 3+ billion impressions. The campaign led to a 13% increase in website traffic, a sales increase in a category that was flat overall and the highest brand share in recorded history.
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