The Challenge
Maximizing the launch of new Poppy Popcorn flavors in collaboration with a highly regarded brand to attract new audiences from the foodie & gourmet sectors.
The Solution
In collaboration with the award-winning Spicewalla restaurant team, we developed and implemented a strategic launch campaign combining cross-channel promotions on owned channels with a regional earned media push.
The Results
We generated 5 press hits introducing the collaborative flavor launch to a new potential customer base while spearheading 19 pieces of owned media content across social and newsletter channels, stoking interest from existing customers. This resulted in an earned media reach of over 580 million and a 37% YoY increase in website traffic from owned channels.
The Service
By aligning public relations with digital marketing initiatives, Darby takes a 360 approach to product launch campaign ideation and implementation. This results in an omnichannel approach targeting new potential customers while ushering existing customers down the sales funnel.