Vibrant Body Company Case Study
Breast Cancer Awareness Month – October – presented an opportunity for Vibrant Body Company to generate interest in its new “Clean” Bra line by leveraging media interest in breast health. Besides generating interest in the bra line, the company wanted to: educate consumers on the health benefits of Vibrant’s products, increase the number of visits to Vibrant’s web site and volume of online sales.
The agency developed and distributed a news release that told Vibrant’s “clean” bra story.
The release was picked up by 151 media outlets and influencers nationwide, reaching a potential audience of 46 million. Additionally, the Lifestyle List, a television show that is broadcast on WEtv Saturday mornings, featured the Vibrant’s “clean” bra and product line in a 10-minute segment that was broadcast to 114 million households in 210 U.S. markets. An added benefit of the significant distribution was that the World Textiles Information Network, based in the U.K., discovered the release and requested an interview with Vibrant’s CEO about Vibrant’s “clean” design and bra patent, which resulted in an article and podcast distributed to 40,000 in the worldwide textile industry.
Traffic to the Vibrant web site increased significantly immediately following the WEtv show and distribution of the release, as did the number of Vibrant products ordered online. In addition, fashion and mommy bloggers continue to reach out to the company asking for product to review.
BILTRITE Case Study
As BILTRITE Furniture-Leather-Mattresses celebrated its 90th year in business, the family-owned and operated company leveraged the occasion to reach new customers, recruit new employees and strengthen relationships with current customers and employees.
A media relations campaign was customized to focus on targeted media that would help generate maximum exposure among the company’s targeted audiences. The story of three generations of family members and their roles helping to grow and operate the company was developed. Messaging that shared the company’s values of being family friendly and committed to the customer experience was woven into the story. Their story, in the form of a news release with the 90th anniversary as the news hook, was shared with targeted business, consumer and trade media.
The campaign helped BILTRITE increase its sales 5% year over year. In addition, according to 3rd Generation owner Randi Schachter, the campaign helped with the recruitment of 5 new employees, plus there was a palpable boost to employee moral within the store.
CBS 58 Sunday Morning Show features BILTRITE’s 90th Year in Business