Overview
Ree Drummond, known as The Pioneer Woman, tasked 5W with establishing her lifestyle product collection and growing brand equity across the entire portfolio. Well known as a Food Network Chef and New York Times best-selling cookbook author, as the consumer PR agency of record, 5W was responsible for positioning The Pioneer Woman as a product resource for all things home not just the kitchen.
Strategy
5W leveraged a mix of media relations tactics including a strategic cadence of new product announcements, exclusive interviews with Ree, media giftings , seasonal angles and targeted influencer partnerships to execute a national public relations campaign that crafted a cohesive narrative of The Pioneer Woman Collection as a piece of inspiration for every room in the house. Through the program, 5W brought the brand to the forefront across multiple media verticals and beats, and spoke to new audiences outside of Ree's designated fan base.
Results
5W secured over 3.5B+ earned media impressions and 250+ placements within the first 6 months of the program. Coverage included Hunker, The Zoe Report, NBC News, New York Magazine's The Strategist, and many more.
