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CASE STUDY:
PETOPIA.COM | UNLEASHING ONLINE EXCITEMENT ISSUE: Petopia.com clicked-in to Coyne PR to help build its brand in the overcrowded online pet marketplace, which included sites that appeared to offer identical products and content. IDEA: Coyne PR highlighted Petopia.com’s points of differentiation to minimize consumer confusion and drive people specifically to the site. The team developed a comprehensive public relations campaign that played to Petopia’s strengths, including their experts, exclusive content and unique products. Coyne PR successfully leveraged timely pitches such as “Is Your Pet a Road Warrior?” distributed a few weeks prior to Memorial Day, and “Dog Days of Summer,” a tips-based campaign coinciding with a heat wave that gripped many areas of the country. IMPACT: In just six months, Coyne generated more than 100 million media impressions in newspapers across the country, including the Wall Street Journal, and national television coverage on NBC’s “Today Show” and ABC’s “Good Morning America.” |
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Pet Case Studies
