01. Campaign Overview
Jason Simmons, CEO of DeadSoxy, hired us to promote his Dallas-based premium sock brand. The main goal of this campaign was to secure product reviews, article placements, and interviews. This kind of media attention both raises product sales (as consumers are directed to the website buying link) and improves SEO (when the product’s web link or name is mentioned on other sites, it raises the Google Rank).
02. Client Info
Simmons is the innovative CEO & founder of DeadSoxy. He refused to accept that traditional sock-manufacturing was the best that can be done. He took his time to understand every aspect of sock production and recreated what is now the perfect high-performance sock.
03. Campaign Results
In the course of this 12-month campaign, we secured 46 print product placements and 5 radio product interviews. These placements included huge news outlets like Forbes, Inc., and Reader’s Digest as well as relevant magazines (The National Examiner & D Magazine) and radio shows like The Tech of Sports & Savvy Business Radio. We also received interest and are in negotiations for placements in Men’s Health and Men’s Journal.
To see all the media placements we secured for this campaign, click on the button below.
04. What We Did
For this campaign, we built a media list of over 5000 contacts on the national and local level in radio, print, and TV. These media contacts were selected based on their geographic location and subject matter. We chose TV/radio producers, and journalists covering new products, fashion, lifestyle, men’s interest, and women’s interest. We also targeted bloggers and social media influencers that do product reviews.
Media Contact List Example
The story was angled in a variety of different ways to appeal to each media type. For radio and TV we pitched Jason as a leader and upcoming designer to look out for in the fashion industry, talking about his personal story and the DeadSoxy difference. For print outlets, the pitch was an explicit request for product reviews.
To get these stories in front of the media, we reached out through several channels of communication. We sent HTML eblasts, we created and sent physical Media Mailers, we pitched by phone and individualized email, and we also reached out on social media.
Here are a few of the headlines and pitches we wrote for his campaign:
ENTREPRENEUR SUCCESS STORY: From Mississippi Farmer to Dallas Fashion Brand CEO →
REQUEST FOR REVIEWS: Pamper Your “Sole” Mate with These Luxury Socks: DeadSoxy: Perfect Couples Gift for Valentine’s Day →
REVIEW THE MUST-HAVE MEN’S FALL FASHION ACCESSORY: Fall in Love with DeadSoxy →
REVIEW THE SOCKS TAKING CEO’S FROM THE BOARDROOM TO THE GOLF COURSE: BACK TO BUSINESS: The New Boardroom Collection by DeadSoxy →
YOU’RE HIRED: THE BOARDROOM COLLECTION: Executives to Athletes are Loving this Versatile Sock →
An Example of Our Physical Media Mailers and Digital Media Experience
05. Why This Campaign Worked
One reason this campaign was so successful, is because we angled the story to fit in with current holidays, trends, and events. Rather than just giving a synopsis of the product and asking for a review, we incorporated specific reasons why this product needs to be in your closet and/or needs to be on your gift list. This timeliness created an urgency to review.
Each pitch had a specific request and call to action. Either to book Jason for an interview or to request a sample of the socks to review.
06. What The Client Said
“Farrow Communications was able to take my sock brand and story behind it and get me into Forbes, Inc., Reader’s Digest and many more! I am grateful for the opportunities I’ve had since working with them and would totally recommend hiring them if you have a new product or business you want to promote!”
– Jason Simmons, Founder & CEO of DeadSoxy™