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UNEEK: PR Initiatives

UNEEK: PR Initiatives. Verde stepped into the UNEEK endemic and broad market (referred to as non-endemic in this overview) out of the gate in November 2014. We were tasked to carry momentum created during phase one of the product’s launch, which kicked off in June 2014.

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UNEEK: PR Initiatives

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  1. UNEEK: PR Initiatives • Verde stepped into the UNEEK endemic and broad market (referred to as non-endemic in this overview) out of the gate in November 2014. • We were tasked to carry momentum created during phase one of the product’s launch, which kicked off in June 2014. • The UNEEK product had improvements to share with media, but the platform for the UNEEK collection remained the same during the window we’re reporting on here today. • Carrying forward a soft launch on this product was an all-hands-on-deck initiative and our creative storytelling and campaign ideas bridged the story forward with media who had covered the product in ‘14, as well as new media (broader market included, special emphasis on outlets targeted KEEN’s archetype 2.5 consumer).

  2. UNEEK: PR Initiatives • Verde put together an extensive PR tactical plan to ensure pitching efforts were covered for both endemic and non-endemic media. • Verde PR efforts included: • Seeded over 50 UNEEKS early spring to top publications for short and long-lead coverage in both endemic and non-endemic markets. • Hosted a NYC and Boulder Media Deskside Tour to meet with key broad market editors and present UNEEK for Summer 2015 and Fall 2015 coverage. • Hosted 36 media appointments at ORWM 2015 and presented UNEEK, among other key products to top editors • Ongoing product pitching and sample requests to all media outlets: Outdoors, broad market, regional, travel,

  3. UNEEK: Advertorials • In an effort to compliment our UNEEK PR outreach and selling efforts through the second phase of the UNEEK launch, Verde proactively created a paid 2.5 consumer specific media outreach strategy to accomplish two goals: • 1 – Create more visibility for the product among the magazines that already had covered the launch of UNEEK in 14. • 2 – To build brand awareness and grow KEEN with new, younger demographics. • Our research and plan targeted some of the top digital media that speaks to our 2.5 consumer, and included: HighSnobiety, Selectism, Complex, Sneaker Nes, Freshness, Nylon, Lucky, Nat Geo Creative, on assignment Nat Geo photographers, NFL Team NY Giants production crew, Green Label and Sea of Shoes.

  4. UNEEK: Advertorials • The variety of media and response to both of our strategies was strong. • Ultimately, the paid campaign was cut. • We were ultimately pleased with the results that we did achieve with our traditional PR and product-placement strategy, outreach, product seeding, and follow-up. Verde produced tens-of-millions of media impressions for the (second) launch of KEEN’s UNEEK Open-Air Footwear collection YTD in 15.

  5. UNEEK: Advertorials • Had Verde had the capability to implement our research and strategy for paid placements, a spike in UNEEK impressions would have followed among the 2.5-consumer focused media. • It’s our hope that our proactive approach to insulating the UNEEK second-phase launch exhibits our forward-thinking approach and integrated execution. • Verde counsels that KEEN engage select paid opportunities in the future to drive story ownership in focus publications/outlets. This would only be a supporting strategy to the work we already do day in and day out selling KEEN’s branding and product collections to target media + influencers and ultimately their audiences.

  6. ENDEMIC COVERAGE • February • ActiveGearReview.com – Keen Uneek Review – UMV: 42,219 • March • Canoe Roots – Great Gear For 2015 – Circulation: 17,000 • Gear Junkie – UNEEK Footwear Is ‘Cord + Sole’ – UMV: 161, 676 • Paste Magazine – Gear Geek: Spring Break Essentials – UMV: 458,096 • VAMP Footwear – KEEN Strikes a Cord with UNEEK – UMV: 6,000 • SNEWS TV – Meet Keen’s Lead Innovator Rory Fuerst Jr. – UMV: 26,919 • Accessories Magazine – Item of the Day: Keen UNEEK – UMV: 26,130 • Style Democracy – UNEEK By KEEN: Your New Favourite Cottage… - UMV: 127,490 • Paste Magazine – Gear Geek: Spring Break Essentials – UMV: 458,096 • SGB Footwear – Keen Hits the Road to Support Retailers for Uneek – UMV: 43,229 • Footwear News – Shoe of the Day – UMV: 99,367 • Sportstextiles.com – Keen’s Uneek Design defies traditional manuf… - UMV: 3,750

  7. ENDEMIC COVERAGE • March • Footwear Biz – Keen’s Uneek design ‘ defies traditional manuf… - UMV: 1,260 • Retail Solutions Online – Keen Unveils New UNEEK Footwear – UMV: 37,718 • April • Gear Junkie – ‘UNEEK’ Photo? Win $5,000 – UMV: 161,676 • Trailspace.com – Meet Jeff: Texas Climber, Adventurer – UMV: 260,485 • Rockcreek.com – KEEN UNEEK: “Open Air Footwear” – UMV: 110,100 • Grind TV – Uneek-ly awesome… or a ‘Uneek’ Chasity belt – UMV: 3,441,221 • Outdoorsmagic.com – KEEN Uneek Sandal – First Look – UMV: 142,200 • Outside Buyer’s Guide – Field Tested: Water Shoes – Circulation: 691,305 • Mt. Pleasant News – There’s unique, and then there’s UNEEK… - UMV: 2,450 • Glacier National Park Travel – Keen UNEEK Sandals – UMV: 30,780 • Feedthehabit.com - Reviewed: Keen UNEEK Sandals – UMV: 20,254 • Gear Junkie - Giveaway: 5 UNEEK Sandals From Rare Earth & KEEN – UMV: 161,676 • Sierra Magazine – Beyond Polypro – Circulation: 505,002

  8. ENDEMIC COVERAGE • May: • SailFarLiveFree.com – Something Different For A Sailor’s Feet – UMV: 6,030 • Kayak Angler – In The Hatch – UMV: 75,000 • Hey Nadine – I Am UNEEK: Hey Nadine, A Life of Wanderlust – UMV: 9,450 • June: • The Daily Mom – Something Different for a Sailor’s Feet – UMV: 25,410 • The Outdoor Adventure – Keen Uneek Review – UMV: 4,167 • Gear Junkie – UNEEK Review: Footwear ‘Made of Cord’ Put To Test – UMV: 161,676 • Gearographer – Review: Keen UNEEK Sandals – UMV: 11,201 • Active Junky – Keen Uneek: Reworking Your Walking – UMV: 234,750 • Appalachia & Beyond – Be Unique with Keen’s Open Air Footwear – UMV: 46,308 • July • National Parks Traveler – Traveler’s Gear Box – UMV: 133,645

  9. UNEEK NON-ENDEMNIC • February • WFLA.com – Daytime Spring Break Travel Tips – UVM’s: 315,385 • March • Popular Mechanics – Great New Stuff – Circulation: 1,219,552 • MadeMan.com – UNEEK Footwear Truly is Unique – UMV: 1,200,602 • Paste Magazine – Gear Geek: Spring Break Essentials – UMV: 458,096 • Accessories Magazine – Item of the Day: Keen Uneek – UMV: 26,130 • Style Democracy – UNEEK By Keen:Your New Favorite Cottage Shoe– UMV: 127,490 • Casper Star Tribune – The Gear Junkie: Footwear Made of Cord – UMV: 195,335 • Myfoxnepa.com – KEEN Unveils New UNEEK Footwear – UMV: 4,530 • WLOX.com – KEEN Unveils New UNEEK Footwear – UMV: 807,101 • Billings Gazette – Gear Junkie: Corded Sandals Promt… - UMV: 347,610 • Broadway World – KEEN Launches New UNEEK Footwear – UMV: 1,008,510 • April • OneHeartOneFamily.com – KEEN Unveils UNEEK Footwear – UMV: 819,630 • Oregon Business – Footloose – UMV: 42,510 • Mt. Pleasant News – There’s unique, and then there’s UNEEK… - UMV: 2,450

  10. UNEEK NON-ENDEMNIC • May • Examiner – Ultimate Summer shoe: Keen UNEEK – UMV: 12,551,215 • The Spokesman-Review – Gear Junkie: Footwear Made Out… - UMV:349,530 • High Snobiety – KEEN Repositions the UNEEK Silhouette” – UMV: 1,919,340 • Vancouver Sun – Just In | …Keen Footwear UNEEK Shoe – UMV: 2,264,133 • Calgary Herald – Just In | … Keen Footwear UNEEK Shoe – UMV: 991,535 • Selectism – Keen Highlights Open Air Footwear Concept – UMV: 2,607,209 • June • Vail Daily – Father’s Day gift ideas for your Vail dad – UMV: 314,716 • Examiner – For the Uneek dad or grad – UMV: 12,551,215 • SF Gate – Gear Review: Keen Uneek Sandal – UMV:12,099,745 • Houston Chronicle – Gear Review: Keen Uneek Sandal – UMV: 5,907,553 • San Francisco Chronicle – Gear Review: Keen Uneek Sandal – UMV: 9,747,656 • San Francisco Chronicle: Sunday Edition – Keen Uneek Sandal – Circ: 211,779 • Culturated.com – Summer Essentials 2015 – UMV’s: 22,100

  11. UNEEK NON-ENDEMNIC • July to Date: • The Manual – Keen The Boots of Summer – UMV: 81,249 • INsite Magazine – Summer Vacation Essentials – Circulation: 100,000

  12. UNEEK PRINT HIGHLIGHTS Popular Mechanics – April Issue “Great New Stuff” Circulation – 1,219,552 “Made of a rubber sole and two pieces of strong parachute cord. Uneek sandals adapt to fit the contours of any foot.” Outside Buyer’s Guide – Summer “Field Tested Water Shoes” Circulation – 691,305 “Keen’s designers took a gamble with the oddball Uneek and won big.” Sierra Magazine – May/June Issue “Beyond Polypro” Circulation – 505,002 “Wear it hiking, rafting or by the fire.”

  13. UNEEK DIGITAL HIGHLIGHTS Examiner.com “Ultimate Summer shoe: Keen UNEEK” UMVs: 12,551,215 SF Gate “Gear Review: Keen Uneek Sandal” UMV’s: 12,099,745 Gear Junkie “UNEEK Footwear Is ‘Cord + Sole’” UMV’s: 161,676 MadeMan.com “UNEEK Footwear Truly is Unique” UMV’s: 1,172,410 Grindtv.com “Uneek-ly awesome or a ‘Uneek’ Chasity belt” UMV’s:3,441,211 High Snobiety “KEEN Repositions the UNEEK Silhouette for 2015” UMV’s: 1,919,340

  14. UNEEK TRADE HIGHLIGHTS VAMP Footwear “Keen Strike A Cord with UNEEK” UMV’s: 6,000 SNEWSTV “Meet Keen’s lead innovator Rory Fuerest Jr.” UMV’s: 26,919 Footwear News “Shoe of the Day UMV’s: 99,367

  15. UNEEK BY THE NUMBERS: • Endemic Impressions – 7,718,326 • Endemic Features - 37 • Non-Endemic Impressions – 68,293,906 • Non-Endemic Features – 27 • Total Impressions – 76,104,189 • Total Features - 64

  16. UNEEK ACTIVITIES & REPORTS 2015 • Press Release: • Pitch Engine: • http://www.pitchengine.com/pitches/7ccd081f-f9e3-4443-9db5-e28c57314adc • PR Newswire: http://www.prnewswire.com/news-releases/keen-unveils-new-uneek-footwear-300050714.html • Reports: • KEEN UNEEK Launch • UNEEK Coverage Recap – March • UNEEK Coverage Recap - April • UNEEK Coverage Recap – May • UNEEK Coverage Recap - June • UNEEK Coverage Recap – July

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