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5WPR, New York, New York: 5WPR x Galanz Retro Red

Company: 5WPR
Company Description: 5WPR is a full-service PR agency in NYC with more than 250 professionals serving clients in B2C (Beauty & Fashion), Consumer Brands, Entertainment, Food & Beverage, Health & Wellness, Travel & Hospitality, Technology, Nonprofit), B2B (Corporate Communications and Reputation Management), Public Affairs, Crisis Communications and Digital Marketing (Social Media, Influencer, Paid Media, SEO).
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing – Consumer Products
2023 Stevie Winner Nomination Title: 5WPR x Galanz Retro Red
  1. Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):

    Total 12 words used.

    -Campaign deck

    -Various key media placements

    -Various influencer impressions

    -Product assortment image

  2. Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
    Written answers to the questions
  3. If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.

    N/A

  4. If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:

    March 2022

  5. If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):

    Total 44 words used.

    Campaign Overview
    Starting in March 2022, 5W was tasked with promoting Galanz’s
    priority Retro Collection to drive brand awareness and sales
    consideration. Campaign efforts included:
    ● Earned Media Relations
    ● Creative Media Mailer
    ● Paid Influencer Programming
    ● Owned Social Media
    ● Paid Media

  6. If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):

    Total 245 words used.

    Key Insights: Earned Media
    ● Refrigerators/microwaves were most often featured. Retro
    Refrigerators highlighted accounted for 54% coverage, with Retro
    Microwaves taking 28%
    ● The new Retro SKAs - including the Air Fryer, Hand Mixer, Toaster and Kettle were featured in 19% of coverage. This showcases an opportunity for next year to drive further awareness around the newer products in the collection.
    ● Most common theme of coverage in which Galanz was featured was “best of” articles, rounding up the top products in a respective category. “Best of” articles accounted for 54% of coverage. Other coverage themes: highlighting the Retro aesthetic (27%) and articles positioning Galanz’s Retro products for Back-to-School + dorm-room decor (24%).
    ● Sales-specific coverage small percentage of media highlighting the products, which presents an opportunity for 2023 by aligning on sales info far in advance.

    Key Insights: Media Mailer
    ● Sent to 15 top-tier target editors, highlighted Retro Red collection in creative and
    delicious way. Unique mailer caught the attention of key editors, resulting in nine media placements to-date: Rolling Stone Online, Men’s Journal Online, syndications to Yahoo! News, etc. for 2.2MM+ media impressions.
    ● The unique way in which we showcased the collection through custom cookies representing the brand and Retro Red products resulted in social shares from
    editors at Good Housekeeping & Taste of Home/Reader’s Digest.

    Key Insights: Influencer

    -@KaleMeMaybe was top-performing partner across campaign with an engagement rate of 43% on branded content and 164k+ engagements on her reel.

  7. If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):

    Total 110 words used.

    By the Numbers: Earned Media 

    -132 media placements

    -2.8B total media impressions

    -34% YOY increase in earned media share-of-voice

    -132 placements include link-to-purchase

    -100% include 1+ key-message

    -80% include 2+ key-messages

    By the Numbers: Influencer

    -5 content creators

    -12 pieces reusable content

    -3.1MM+ potential consumers reached

    -386,150 total engagments

    -17% average engagement rate

    -12-cent average cost-per-engagement

    -1,306 clicks-to-point-of-purchase

    -18 consumers added product to cart

    By the Numbers: Social + Paid

    -105 pieces of content

    -48,956,555 total impressions

    -18,846 total engagements

    -221,181 clicks

    -12.23% average engagement rate 

    -111,600+ Amazon product page views

    -852 purchases

    -2,541 consumers added product to cart

Attachments/Videos/Links:
5WPR x Galanz Retro Red
PDF 5W_x_Galanz_Retro_Campaign.pdf
JPG Retro_Candy_Canes_V1_Red_Shelves.jpg
URL Rolling Stone Online (media placement)
URL Cosmopolitan (media placement)
URL The Kitchn (media placement)
URL Reader's Digest Online (media placement)
URL Men's Journal Online (media placement)
URL In the Know (media placement)
URL @kalememaybe (influencer content)
URL @blondedesigns (influencer content)
URL @concsiouschris (influencer content)
URL @blushingbungalow (influencer content)
URL @staciesspaces (influencer content)
URL @winnyhayes (influencer content)
URL @eat_figs_not_pigs (influencer content)
URL @samanthabauchmann (influencer content)
URL @growingupwithdads (influencer content)
URL @jnaydaily (influencer content)