Create a multi-faceted campaign using PR, digital marketing, advertising and social media to increase awareness and intent to purchase Olympia Outdoor flashlights, headlamps, lanterns and portable solar power products.
We executed an integrated marketing approach, of targeted public relations, digital and print advertising as well as social media. We targeted journalists that cover outdoor sports, travel, women’s lifestyle, men’s lifestyle and general interest. In addition, we created a print ad campaign for leading outdoor publications. For social media, we developed Olympia’s brand tone and personality. We then began engaging audiences by creating original content and sharing content from industry experts. We also identified relevant and applicable content tied to outdoor events. To build our audience following even further, we put a limited media spend behind certain original-content posts and engaged with other outdoor social media pages by favoriting, retweeting, or liking their posts.
Within a six-month period, we received significant growth in social media metrics and generated extensive media interest. We increased Facebook Followers by 2801% (from starting with 183 Followers we grew it to over 6,200 Followers) and Twitter followers by 2987%. More importantly, the social media efforts drove traffic to Olympia’s website. We also created media buzz among a variety of national outdoor and key running publications, including Competitor, Outdoor Life and Runner’s World Magazines. These efforts resulted in more than 1.1 million media impressions and an ad value of more than $494k.