Overview
The Lumistella Company, home to the iconic The Elf on the Shelf, has grown from a successful product-focused business into a “story-first” global IP company. Today, it is a female-led, family-owned company with three distinct areas of focus encompassing brand experiences, entertainment, and consumer products. The Lumistella Company engaged 5W to position the brand as the as the official source for the stories of Santa’s North Pole, while building their recognition as a valued and trusted brand, bringing them to the forefront as the “Christmas IP Giant. To establish this narrative, 5W was tasked with developing a 360-degree PR program to garner a groundswell of media, influencers, and celebrities to generate brand awareness and enhance product familiarity.
Strategy
5W implemented an aggressive media relations campaign with a dual-pronged approach tackling both consumer and corporate media focusing on the key moments important for the brand. From the months of October through December, our teams hit the ground running leveraging key The Elf on the Shelf messaging and highlighting the comprehensive product line to help bring the Christmas Spirit in the homes of those who celebrate. Within the consumer space, 5W helped launch new products with earned media support resulting in meaningful product coverage. On the corporate end, 5W leveraged brand executives to comment on industry trends, brand announcements.
Results
Across a six-week span:
- Total of more than 360 earned media placements across consumer and corporate outlets.
- Consumer outlets that covered the brand include Romper, USA Today, Parents, Today.com, and BuzzFeed.
- Corporate stories appeared in ABC News, Inc, FOX, and more.
4.72 Billion earned media impressions
