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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 - Consumer PR for an Existing Product
 Nomination Title: Cleancult Earth Month
- 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
- 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 31 words used.
Please see URLs attached for a key sampling of media coverage:
https://www.adweek.com/commerce/ecommerce-brands-look-to-new-sustainability-measures-as-more-people-shop-online/
https://people.com/lifestyle/best-sustainable-brands-to-shop-earth-day-2021/?slide=6b8b96bf-6944-45c8-bcf2-028f349942ea#6b8b96bf-6944-45c8-bcf2-028f349942ea
https://www.greenmatters.com/p/spring-cleaning-guide-earth-day
https://www.wusa9.com/video/entertainment/television/programs/great-day-washington/celebrating-earth-day-and-living-a-more-sustainable-life-every-day/65-b3647964-cfa4-48a4-a02e-e4125e6db6ad
https://www.vice.com/amp/en/article/3aqzg9/eco-friendly-sustainable-products-for-home
- 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.
- 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:
April 2021
- 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 142 words used.
In an effort to position Cleancult as a leader within the sustainable cleaning category as well as generate mass brand awareness, 5WPR was tasked with supporting the brand during a key seasonal moment, Earth Month, through an earned media program. Cleancult wanted to spread its mission-based purpose as a brand and tout the ways in which it is disrupting the cleaning industry through creative storytelling. The team developed a strategic plan to saturate the media landscape targeting all relevant verticals across broadcast, print and online. From leveraging C-suite executives for thought commentary within business-focused outreach to highlighting key product differentiators, such as the unique milk carton packaging, for product placement on the consumer side, 5WPR was able to secure a slew of coverage on USA Today online, Business Insider, TODAY online, Rolling Stone online, resulting in more than 1.3 billion impressions.
- 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 128 words used.
In order to achieve the goals set forth from both the client and internal 5WPR team, we developed an outline of key performance indicators that included number of placements, media impressions, total key messages, etc. The team massively surpassed the original goals of the program garnering more than 94 placements and 1.3 billion media impressions. In preparation, the teams also scheduled weekly status meetings to proactively share updates and pivot strategy as needed. Both teams created a full action plan detailing ownership of key initiatives such as earned media, influencer programming, giveaways and paid opportunities, with 5W also proactively ideating key storylines to tell this larger brand story and highlight the overall impact that Cleancult is making on the planet, not only during Earth Month, but beyond.
- 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 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 246 words used.
Throughout Earth Month, 5WPR conducted widespread media outreach to key verticals, including broadcast print and online, utilizing a variety of creative pitch angles in an effort to position Cleancult as a leader within the sustainable cleaning category during a key seasonal period for the brand. Topics included but were not limited to, “Celebrate Earth Day with Cleancult’s All-Natural, Eco-Friendly Products,” “The Best Sustainable Brands to Shop for Earth Day,” “How Cleancult is Bringing Zero Waste to the Masses,” “Deals to Shop this Earth Day,” and more. As a result, 5W secured national broadcast coverage on Good Morning America and The Real, along with segments within key regional markets such as NBC New York, NY's "New York Live" (WNBC-TV), CBS Austin “We Are Austin” (KEYE-TV) and more. 5W also garnered top-tier print and digital placements on Adweek, PEOPLE online, TODAY online, AD online's Clever, Rolling Stone online, among many others, generating more than 1.3 billion media impressions.
In tandem with proactive and reactive media outreach, 5W also disseminated a curated mailer package with Cleancult products to top-tier editors and influential social media creators to further generate consumer awareness within the media and influencer landscapes, directly resulting in coverage on Adweek online, HGTV online, Fast Company online, PEOPLE online and more. Additionally, 5W also drafted and disseminated a press release announcement highlighting Cleancult’s new CarbonFree Product Certification for its suite of refill products, leveraging the seasonality of Earth Month within trade-focused media outreach.
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