BrandEcho was retained by client Shopular.com, a top mobile shopping app for Apple and Android smartphones, to create a brand awareness building campaign during the prime holiday 2014 retail sales season. The agency rolled out a tiered initiative under the umbrella of “Holiday Shopping Goes Mobile in 2015” to capture both consumer and press engagement – and break through the noise and media clutter during this highly competitive selling period.
Tactics employed included creation of an original infographic, which was shared across social media channels and by the mobile app journalist community, and an integrated media relations outreach effort. The BrandEcho team worked in tandem with Shopular to organize a consumer survey (featuring more than 600 respondents) to purvey attitudes about the use of mobile to aid in browsing and shopping research for the holidays, and determine shoppers’ attitudes about top gift categories, overall shopping behavior, and preferred purchase habits.
The results of the survey were utilized as a news hook to attract coverage from top media outlets and featured in a holiday press release news wire distribution and e-blast. The team also orchestrated an “available for comment” campaign, in which Shopular’s marketing team executives served as expert sources for reporters writing about mobile retail holiday trends. BrandEcho also ghostwrote an industry OpEd for the company CEO about anticipated holiday projections and the impact of the mobile-driven holiday shopping evolution. Resulting coverage for the campaign was significant, with audience reach totaling in the multi-millions. Specific feature placements included Miami Herald, Consumers Digest, Consumer Reports, Fox Boston, Splash and hundreds of other consumer facing outlets, as well as retail and mobile trade coverage in Mobile Commerce Daily, TechCrunch, eMarketer, Mobile Marketing News, TMCNet.com, Silicon Review, Supermarket News and Chain Store Age.