A 50-store product test in Dick’s Sporting Goods for a client. The 50 stores were scattered all around the U.S., with only two-week window to generate sales in the slowest selling month for toys, producing enough sales to excite the buyer was going to be a challenge.
With the short window to generate enough buzz surrounding the product to move product off of store shelves, I formulated a short lead PR and coordinating social media strategy. The short lead PR focused on pitching bloggers, influencers, radio, and TV. However, more emphasis was placed on an aggressive social media strategy. The social strategy consisted of Facebook and YouTube video ads (featuring Dick’s Sporting Goods bookends) targeting zip codes surrounding the 50 stores, a two-week product giveaway, and an increased posting frequency. The PR features were folded into the social initiatives 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 test stores.
Three specific areas of the campaign proved 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 of the PR campaign generated resulted in over 32 media outlets committed to featuring the toy in Holiday Gift Guides, including the Today Show.
Following this media blitz, several of the client’s product offerings were distributed to all 649 Dick’s Sporting Goods locations nationwide.