India-based textile company, Micro Cotton is the maker of a unique trademarked cotton used in luxury towels that add a distinct softness and enhanced durability to current leading retailers' signature bath collections. The challenge faced by the brand surrounded the fact that consumers are not always aware that select, well-known towel lines' premium collections contain the addition of Micro Cotton fibers. As the company is a B2B manufacturer, its marketing and promotions efforts are limited. 5W has been tasked with creating an effective integrated communications campaign that has ultimately provided the brand with its own authentic voice, thus sparking new interest from consumers and further enticing its portfolio of current and prospective retailers.

Media Placements

Media and publication placement for MicroCotton

STRATEGY

5W has created and executed a full-scale integrated media relations campaign designed to resonate with both consumers and media by drawing attention to the "Micro Cotton difference" a softer and fluffier towel with low linting and pilling. As such, the team pursues a wide variety of targeted home and lifestyle publications, digital media, and national / regional broadcast outlets to achieve placements that exemplified the luxurious attributes of each Micro Cotton towel line and in conjunction with its corresponding retailer. Additionally, understanding the need for today's brands to have a strong Social Media presence, 5W has created Facebook, Pinterest and Instagram pages on behalf of the client, providing the opportunity to connect with consumers on a more personal level. Furthermore, 5W has planned and implemented a variety of unique online initiatives, all of which worked to educate and engage new and existing fans of the brand.

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RESULTS

Through consistent media coverage, 5W has succeeded in garnering a consumer-facing brand presence for Micro Cotton by enhancing the brand's visibility via regional and national television segments, as well as in top-tier print and online outlets.

High profile media coverage from respected home and lifestyle outlets includes:

  • EXTRA! TV
  • Men's Journal Online
  • Miami Living
  • Parenting OC
  • Atlanta Social Season
  • CW-TV Los Angeles
  • Parent Guide News



Home and Housewares Public Relations - 5W PR Firm - NY, LA and Denver

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