Project Overview
In the lead-up to the 2021 holiday season, Purrble, a cuddly toy designed to help people find calm, partnered with Ditto to raise awareness and establish credibility. With a strategic focus on securing placement in holiday gift guides, Ditto aimed to position Purrble as the ideal gift for families with children, Gen-Z and millennial adults, and consumers seeking stress relief. The campaign was built around monthly, campaign-style narratives targeting key consumer groups.
Approach
Ditto's approach centered on two main tactical elements:
Messaging and Media Training: Developed a cohesive messaging guide for Purrble and provided media training for spokespeople to ensure clear and consistent communication.
Media Relations: Coordinated proactive media outreach, pitched tailored story ideas, facilitated interviews, and distributed product samples to secure placements in holiday gift guides and product reviews.
The strategy involved executing monthly campaigns focused on specific narratives relevant to Purrble's target audiences. These monthly campaigns aligned with key holiday shopping periods, maximizing exposure and media interest.
Monthly Campaign Rollout
August & September 2021: Relationship Building and Introduction
Ditto began by pitching editors and reconnecting with established media contacts to introduce Purrble and gauge holiday gift guide priorities. Purrble was positioned as a calming product for all ages, and product samples were distributed to top-tier publications.
October 2021: Kickstart to Holiday Shopping Season
Mainstream Consumer/Lifestyle: Pitched stories like "Top Gifts Under $50 for Someone Who Has Everything" and reviews highlighting Purrble's stress-relief benefits.
Families with Children: Targeted lists such as "10 Gifts to Make Your Little One Feel Calm and Cozy" and "Products to Boost Your Child's SEL."
Gen-Z and Millennial Adults: Positioned Purrble as a trendy, anxiety-reducing gift, leveraging social media trends like TikTok.
November 2021: Season of Giving/Black Friday & Cyber Monday
Mainstream Consumer/Lifestyle: Highlighted Purrble in "Top Black Friday Deals for Toys" and stories celebrating calming products.
Families with Children: Pitched Purrble as "The Best Toys for the Entire Family" and "Research-Supported Toy to Help Kids Find Calm."
Gen-Z and Millennial Adults: Focused on messaging such as "The Gift That Gives Back" and "5 Things You Can Cuddle That Aren't Your Significant Other."
December 2021: Last-Minute Gift Ideas
Mainstream Consumer/Lifestyle: Featured Purrble in "Self-Care Gifts Your Partner Will Love" and "Holiday Gift Guide: 50 Toys Under $50."
Families with Children: Promoted Purrble as a calming toy perfect for managing holiday stress, pitched as a "Top Toy Pick for 2021."
Gen-Z and Millennial Adults: Leveraged demand for self-care gifts, highlighting Purrble in "In-Demand Gifts Perfect for Self-Care."
Result
Through targeted media relations and monthly campaign rollouts, Ditto effectively positioned Purrble as a must-have product for managing stress during the holiday season. Purrble was featured in numerous high-profile gift guides and consumer media outlets, leading to:
Increased Visibility: Purrble gained significant brand awareness across mainstream consumer, lifestyle, and family-focused outlets, aligning the product with trusted media sources during the high-traffic holiday period.
Enhanced Credibility: The association with well-regarded publications bolstered Purrble's credibility as an effective and thoughtful gift.
Sales Growth: The campaign helped drive increased traffic to Purrble's website and sales channels, solidifying its position as a popular holiday gift choice.
The strategic holiday campaign successfully raised awareness and credibility for Purrble during the key shopping season. By executing monthly narratives that highlighted Purrble's unique value as a calming tool for all ages, Ditto ensured that Purrble was top-of-mind for consumers, driving both visibility and sales. The carefully targeted media outreach helped establish Purrble as the ideal gift for managing stress during the holidays, securing its place on gift lists for families, Gen-Z, and millennial consumers alike.
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