how meundies leverages creative & partnerships to garner earned media - daic, 8/24/15
TRANSCRIPT
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BIG BRAND EXPOSURE WITH A “START-UP” BUDGET THROUGH EARNED MEDIA
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MEUNDIES? Who is
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WHAT IS MEUNDIES? Vertically-integrated designer, manufacturer and retailer of the world’s most comfortable underwear and basics for men and women. Based in Los Angeles, CA
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DISRUPTING THE
INDUSTRY Strive to change the way people think about and
purchase underwear and basics.
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EARNED MEDIA BIG 3
BE AWARE OF YOUR SURROUNDINGS • NEWS STORIES • TRENDING TOPICS • PHYSICAL LOCATION
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LOCATION, LOCATION, LOCATION
BE AWARE OF YOUR SURROUNDINGS • Know what you have in your own
backyard and use that to your advantage
• Kylie Jenner’s one Instagram led to our highest traffic day to date
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HASHTAG TRENDING • Monitor trending topics in the media
and on social and get involved • Creativity is key, irreverence also
helps – #Manties – Fresh Prince of Bel Air – Straight ‘Outta Meme
• Relevance leads to earned impressions and larger reach with little to no spend
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NFL PARTNERSHIPS
News stories opened the door for MeUndies • Dallas Cowboys Running Back Joseph Randle • Seattle Seahawks Running Back Marshawn Lynch
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JOSEPH RANDLE
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- Featured on primetime network TV, Radio, and every major sports media outlet online from ESPN to USAToday for millions of earned impressions.
- If you can create a partnership that is truly different, it’ll be memorable and you’ll stand out.
LEARNINGS / RESULTS
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MARSHAWN LYNCH
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THE STRATEGY • A Super Bowl spot costs $4.5M for 30
seconds, $150k per second • Through a creative partnership using a hot
topic news story we would be able to organically get involved at a much lower indirect cost
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RESULTS • $40k donated to Fam 1st Foundation (Marshawn’s charity) • Combined estimated reach of over 100M impressions through earned
media (sports publications and mainstream publications) • Direct traffic doubled • Google organic traffic doubled • Facebook and Twitter traffic doubled • Twitter activity leading up to and during the game garnered well over
4M impressions and thousands of favorites and RT’s
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BE NIMBLE • News and trending topics move at lightning speed • Acting fast is risky, won’t always work but that’s ok • Being ambitious and taking risks is part of our philosophy • Nearly impossible to plan, but by keeping a close eye on
your surroundings you can create home run partnerships and campaigns