Top-tier media placements for Singer22 PR campaign executed by 5W

OBJECTIVE

SINGER22 is the leading fashion destination for celebrity style, cutting-edge contemporary brands, and up-and-coming designers. Founded by CEO Jon Singer in 2003 as an e-commerce website and brick & mortar store, SINGER22 has grown to become a global influencer in men's and women's contemporary apparel, shoes and accessories including belts, jewelry, rings, bracelets, sunglasses, tech accessories and more. The company has earned a reputation as a progressive, trusted fashion curator by launching new brands and establishing itself as an authorized retailer of all merchandise it features.

In early 2013, 5W Public Relations began working with SINGER22, enacting a strategic media relations campaign and executing a suite of integrated press activities to position SINGER22.com as a global style influencer and the top fashion destination for celebrity style, cutting-edge contemporary brands, and up-and-coming designers. The goal was to build brand recognition, increase traffic to SINGER22.com, and boost revenues.

STRATEGY

5W's efforts concentrated on positioning the company's CEO, Jon Singer, as an authority on fashion, trends, and cutting edge designers. We also aimed to differentiate SINGER22 from its competitors by highlighting the site's popular "celebrity style" feature and ensure that all online placements include hyperlinks to SINGER22.com. Additionally, 5W successfully helped launch and promote SINGER22's "New Designer Day" initiative, inviting up-and-coming brands to submit their collections for potential sale by the global style influencer. We pursued thoughtful media placements that include direct website URLs to drive traffic to SINGER22.com and ultimately result in product sales. Working to ensure brand recognition and increase sales entailed a three-fold approach:

  • Product placement for SINGER22 styles on a national and regional level;
  • Expert positioning of CEO/Founder Jon Singer as a recognized authority on fashion;
  • Facilitate the inclusion of dedicated link-backs in all media placements.

RESULT

5W's media efforts directly resulted in more than 50 designer submissions in less than three weeks. 5W increased brand awareness, elevated SEO prominence, and generated 35,000,000+ media impressions in first two months of representation. 5W secured top-tier placements for the brand in high-profile publications including: The TODAY Show, Us Weekly, OK! Weekly, Time Out New York, UK's Daily Mail, Racked National, SheKnows.com and many more.

"Top-tier media placements for Singer22 PR campaign executed by 5W

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