Case study · COMMERCE & RETAIL, MULTI-CLIENT
Early Pitches Earned 250 Prime Day Placements
A synchronized Prime Day commerce strategy for three client brands earned 250+ media placements and 7 billion impressions in major publications, including Architectural Digest, CNET, and People.
250+
Prime Day Placements
7B+
Impressions
3
Client Brands
Overview
PRACTICE: Earned Media | Commerce PR
Brands compete for limited inclusion in shopping guides and roundups for Amazon’s bi-annual Prime Days. To maximize return, 5W implemented a multi-client commerce PR strategy designed to capture prominent earned placements.
Discover
Commerce writers work under tight deadlines as promotional cycles fluctuate. Because price cuts rarely guarantee coverage in crowded markets, editors needed clear product differentiation and enough lead time to build features.
Define
“Editors choose products with clear value. Our job is to make that value crystal clear."
5W coupled each brand's standout features with promotion specifics, giving editors compelling reasons to endorse products on merit, not price.
How 5W ran the program
Drive
- Initiated outreach to commerce editors well before promotional deadlines.
- Tailored narrative pitches for diverse editorial formats, including listicles, standalones, and roundups.
- Connected brand discounts to popular consumer trends and relevant lifestyle topics.
- Adjusted pitch angles in real time as the news agenda evolved throughout the event.
Results
250+ prime day placements · 7B+ impressions
The agile campaign secured widespread Prime Day coverage in leading home, technology, and lifestyle outlets, driving notable referral traffic.
- Coverage in Architectural Digest, House Beautiful, USA Today, CNET, Real Simple, Good Housekeeping, HuffPost, BuzzFeed, People, TODAY Online, and CNN Underscored.
Coverage included
More client work
