The Brief

DAPH sought to elevate its winter apparel and accessory collection through targeted public relations, aiming to secure placements in high-profile gift guides and media outlets. The focus was on highlighting the quality differentiators of the products and boosting brand visibility during the crucial holiday season of December 2023.

The Process

1. Product Differentiation and Media Targeting:

•Conducted an in-depth analysis of DAPH’s winter collection to pinpoint quality differentiators that set their products apart in the competitive market.

•Compiled a curated list of publicists, focusing on those whose expertise and column subjects aligned with DAPH’s brand and product offerings.

2 .Customized Pitch Development:

•Crafted personalized pitches that resonated with the specific interests and columns of targeted writers, ensuring relevance and enhancing the likelihood of engagement.

•Sent out tailored pitches on a weekly basis, maintaining consistent communication and gradually building relationships with key media contacts.

3. Sample Coordination and Media Features:

•Coordinated the delivery of product samples to interested writers and editors, facilitating hands-on experience with the collection.

The Results

The strategic PR campaign led to remarkable outcomes for DAPH:

•Media Exposure: Features in Forbes and Buzzfeed dramatically increased brand visibility, positioning DAPH as a top choice for winter apparel and accessories.

•Website Traffic: Saw a surge in website traffic by 134% during December 2023, directly correlating with the timing of the media features.

•Sales Conversion: Implemented retargeting ads to capitalize on the increased website visits, significantly boosting sales conversions during the holiday season.