A 50-store product test in Dick’s Sporting Goods for my client. The 50 stores were scattered all around the U.S., and with only two weeks to generate sales in the slowest selling month for toys, producing enough sales to excite the buyer was going to be a challenge.
With only a two-week window to generate enough buzz surrounding the product to move product off of store shelves, I formulated a short lead PR strategy and a coordinating social media program. The short lead PR focused on pitching bloggers, influencers, radio and TV. However, more of an emphasis was put on an aggressive social media strategy to push sales. The social strategy consisted of: Facebook and YouTube video ads (featuring Dick’s Sporting Goods bookends) targeted to the zip codes surrounding the 50 stores, a two-week product giveaway via Rafflecopter and an increase of two posts per day on the client social channels with a variation of content. The PR features were folded into the social media posts to meld the two strategies together.
The launch of the aggressive PR and social media strategy for the toy company generated an amazing 56% sell-through within the 50 stores.
Three specific areas within the campaign provide to be the most valuable:
- The video campaigns on YouTube performed exceptionally well, with a view rate of 30.06%.
- The video ads on Facebook, also had exceptionally high view rates of 46%.
- The momentum the PR campaign generated resulted in over 32 media outlets committing to featuring the toy in their “Holiday Gift Guides”, including the Today Show.
Several of the client’s product offerings are now going into all 649 Dick’s Sporting Goods locations nationwide.