Boosting Consumer Awareness

Boosting Consumer Awareness

With PR and Social Media

Capability: Market Communications

Axiom Tools: Public Relations Social Media

Business Objective

  • Boost consumer awareness, interest and propensity to buy newly introduced premium plants

Strategy

  • Create highly visual and compelling story ideas for journalists and bloggers
  • Harness social media to create share-worthy posts and images
  • Negotiate content partnerships with top 10 garden blogs

Results

  • 100 news stories nationwide on print and online mediums
  • 7 million impressions via traditional news coverage in less than six weeks
  • 2 million online impressions in less than six weeks

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