Case study · Health, Wellness & Recovery Tech
Cross-Vertical Outreach Cracks Amazon's Toughest Prime Day Roundups
A wide-reaching earned media push across business, tech, lifestyle and broadcast outlets tripled Lifepro's anticipated Prime Day sales and landed placements in Forbes, Rolling Stone and beyond.
3x
Prime Day sales vs. forecast
Overview
The brief from Lifepro
Lifepro makes portable massage guns built around a genuinely different premise: targeting the body's repair and recovery mechanisms rather than simply delivering plain relief. 5W was engaged to help the brand break out of a crowded recovery-tech category and win space on a difficult editorial calendar in retail: Prime Day roundups.
Discover
Prime Day product roundups fill fast, and most pitches read the same: features, price, a coupon code. 5W's research confirmed that securing placement wasn't about outreach volume but rather convincing editors that Lifepro belonged on a list crowded with recovery products that all claim to do the same thing.
Define
“A massage gun is a commodity. A recovery system is a story.”
5W reframed Lifepro from a percussion device to a targeted recovery mechanism, giving business, tech, and lifestyle editors a genuine point of differentiation to write about instead of another gadget comparison.
How 5W ran the program
Drive
- Built outreach across every relevant vertical. Pitched business, tech, consumer lifestyle, and broadcast press simultaneously to maximize Lifepro's odds in Prime Day's compressed news cycle.
- Led with the mechanism, not a bland feature list. Every pitch communicated Lifepro's unique approach to recovery was so clear it survived being cut down to a single roundup line.
- Activated 5W's existing media relationships. A rich outlet network helped secure placements in some of Prime Day's most competitive, high-traffic roundups.
Results
3x prime day sales vs. forecast
The strategy translated into sales and visibility.
- Secured top-tier placements in Forbes, Refinery29, Shape, Rolling Stone, The Manual, Mashable, HuffPost and The Chicago Tribune.
Coverage included
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