Consumer product PR campaigns work best when one clear hook is paired with measurable goals. Four 5W Public Relations campaigns show how: KRUPS lifted Facebook fan engagement 241%, SMEG earned 38M+ impressions from 14 influencers, McCafe earned over 60 million media impressions, and Duane Reade doubled its Twitter followers to two million in four months.
Last updated: October 26, 2026
What do these four consumer product PR campaigns have in common?
These four consumer product PR campaigns each gave media outlets or creators a specific event or story to cover, then measured the outcome against a baseline metric set before launch. The comparison table outlines the tactics and reported outcomes across KRUPS, SMEG, McCafe, and Duane Reade. All figures originate from documented campaign reports.
| Brand | Product type | Main tactic | Reported result |
|---|---|---|---|
| KRUPS | Espresso machines | "Best Brew Awards" Facebook contest with coffee shops in 13 U.S. cities | 241% rise in average fan engagement; almost 4K unique contest visitors |
| SMEG | Large kitchen appliances | 14 mid-tier influencers producing 300+ pieces of content | 38M+ impressions; 6.5%+ average engagement rate; 60,000+ clicks to retailers |
| McCafe | Bottled Frappés | National Feel Good Day pop-up and consumer event | Over 60 million media impressions; over 1.3 million influencer and editor social impressions |
| Duane Reade | Drugstore chain | Adweek feature, holiday campaigns and a weather-app partnership | Twitter followers doubled to two million in four months |
How did KRUPS turn a contest into media coverage?
KRUPS turned a Facebook contest into media coverage by inviting coffee lovers to nominate local coffee shops, creating localized news angles for journalists in every participating market. KRUPS asked 5WPR for a media-worthy Facebook campaign, product education on the brand's page, and a position as a category leader that is in the know about coffee.
5WPR launched the annual KRUPS Best Brew Awards through a dedicated tab on the brand's Facebook page. The team contacted every nominated coffee shop in 13 U.S. cities, supplied promotional collateral so each shop could advance its nomination, pitched local media in each city and pitched national media on the search for America's favorite coffee shop.
Compared with the four weeks before the campaign, average post likes rose 55% and average post comments rose 98%. Average post shares rose 88% against the preceding two-week window. Coverage included Reuters.com, Yahoo!, Home Furnishings News, Gourmet Insider, Miami New Times and Westword.
How did SMEG use influencers to sell large appliances?
SMEG used influencers who were renovating a kitchen or moving, tying large appliance installations to authentic home transition stories. SMEG is best known for colorful countertop appliances, and it asked 5WPR to build recognition for its lesser-known large appliance lineup among cooking enthusiasts and design fans.
5WPR built a creator network of 14 mid-tier influencers across culinary, home, DIY, and lifestyle verticals. Each creator was contracted for three to five dedicated posts and Story sets with customized links, brand tags and key messaging, and the team timed content to seasonal moments across the year.
The creator program generated more than 300 pieces of content, 38 million impressions, a 6.5%+ average engagement rate and over 60,000 consumer clicks directly to appliance retailers. It also produced before-and-after kitchen imagery that SMEG could reuse in its own marketing. For tier structures and baseline costs, review the influencer marketing guide and the influencer marketing cost guide.
Paid creator posts also carry a disclosure duty. The FTC's Disclosures 101 guidance for social media influencers says a brand paying an influencer, or giving free or discounted products, creates a material connection that the post should make obvious.
How did McCafe build a pop-up around National Feel Good Day?
McCafe built its brand activation around National Feel Good Day by launching an experiential pop-up that positioned bottled McCafe Frappés as an everyday mood lifter. The brand asked 5WPR to build awareness for the bottled drinks and to position them as the drink that brings a smile to the day.
A Cheer Garden pop-up at Tavern on the Green gave press and digital creators an advance preview, with branded life-sized games, photobooths, prizes and Frappé tasting stations. Attendees were encouraged to promote the upcoming consumer event in Union Square.
The team supported both events with targeted media outreach, media product drops, calendar listings and contracted creators. The campaign secured more than 60 million media impressions, including coverage in BuzzFeed and Medium, and over 1.3 million social media impressions from influencers and editors.
How did Duane Reade grow its social reach?
Duane Reade expanded its social audience by transforming existing corporate milestones and technology pilots into national retail news. Duane Reade is a Walgreen Company subsidiary and the New York metro area's largest regional drugstore chain, with over 250 locations across the five boroughs and New Jersey. It asked 5WPR to elevate its position in digital marketing, drive customer acquisition through awareness of its consumer technology, and establish a profile for its marketing manager.
The campaign pitched an Adweek feature around Duane Reade reaching one million Twitter followers and the #DR1MM event, supported seasonal holiday promotions, and publicized an in-store iBeacon trial alongside a partnership with the Poncho weather application. Within four months, Duane Reade doubled its Twitter following to two million users. The campaign also kept steady visibility in retail and drugstore trade publications covering store openings, events and marketing achievements.
What can a consumer brand copy from these campaigns?
Consumer product brands can adapt several tactical principles from these campaigns to earn earned media and social engagement:
- Pitch localized story angles to regional outlets, matching the KRUPS strategy of celebrating regional businesses.
- Align creator activations with genuine personal milestones, similar to how SMEG engaged influencers during active kitchen remodels.
- Host an advance preview exclusively for journalists and creators before opening experiential activations to the general public, following McCafe's rollout structure.
- Package existing brand milestones into business press features, replicating Duane Reade's milestone coverage in advertising publications.
How should a consumer brand measure PR results?
A consumer brand should evaluate PR performance by tracking core commercial metrics against an established pre-campaign baseline. KRUPS measured engagement percentage gains against previous posting cycles, SMEG tracked direct referral clicks to retail partners, McCafe tallied press impressions, and Duane Reade tracked net audience acquisition on social platforms. Brand managers must identify and configure their primary conversion metric prior to pitching media or distributing campaign creative.
No agency can guarantee media coverage or an AI citation. The figures above describe what these four programs reported, not what another brand should expect.
How were these cases selected, and what do the figures measure?
The list covers four 5WPR consumer client programs, each with a published case study page on 5wpr.com. All figures come from 5WPR campaign reporting on those pages. Impressions measure estimated exposure, not sales. The KRUPS engagement figure covers post likes, shares and comments on the brand's Facebook page, measured against periods before the campaign began.
Frequently asked questions
What makes a good consumer product PR campaign?
A successful consumer product PR campaign provides journalists and creators with a distinct narrative hook while tracking progress toward a defined commercial metric. The most effective programs align an activation, competition, or news event with one measurable indicator, such as referral traffic, social growth, or verified press mentions.
How much engagement did the KRUPS campaign deliver?
The KRUPS Best Brew Awards campaign increased average fan interaction on the official KRUPS Facebook page by 241%. The promotional initiative also attracted nearly 4,000 unique visitors to the custom competition portal.
How many influencers did SMEG use?
SMEG enlisted 14 mid-tier content creators across home renovation, cooking, and lifestyle niches. These creator partnerships generated over 300 original content assets and surpassed 38 million total impressions.
What did the McCafe pop-up earn?
The McCafe National Feel Good Day activation earned over 60 million media impressions and over 1.3 million social media impressions from influencers and editors, with coverage in BuzzFeed and Medium.
Can a PR agency guarantee results like these?
No agency can guarantee media coverage, impressions or an AI citation. The results above are what these four programs reported, and a new campaign depends on its own product, audience and news timing.
How do you choose a consumer PR agency?
Brand leaders should select a consumer PR agency by evaluating verified campaign case studies within their specific product sector and scrutinizing the measurement frameworks applied to prior client work. Review the evaluation criteria in the guide to choosing a consumer or CPG PR agency for eight key assessment questions, or explore the consumer PR practice to review additional campaign results.
