Case study · CONSUMER ELECTRONICS & COMMERCE
Early Deal Pitches Turned Yaber's Prime Day Into a Sellout
Proactive outreach to reporters expanded Yaber’s top-tier press presence from 3 to 19 placements during Prime Day, generating over 545 million impressions and selling out core product lines.
19
Top-Tier Prime Day Placements
545M+
Impressions
#2
Prime Day Share Of Voice
Overview
PRACTICE: Earned Media | Commerce PR
When projector brand Yaber engaged 5W in May 2023, it held minimal top-tier U.S. press coverage. The company sought immediate Prime Day visibility to bypass lengthy review cycles while driving search traffic and conversion.
Discover
Editorial coverage offers an efficient path to tier-one inclusion because reporters don't need long-term testing samples. However, once Prime Day dates become public, journalists face an influx of pitches that quickly overwhelms their inboxes.
Define
“Yaber needed to reach the right editors long before their Prime Day inbox filled up.”
To gain a competitive edge, 5W launched immediate pitching efforts, securing Yaber's spot on editorial ists before the event announcement.
How 5W ran the program
Drive
- Commenced outreach to writers prior to Amazon’s official event date announcement.
- Leveraged existing relationships with relevant editors to secure advance interest.
- Customized promotional angles according to specific editorial verticals and target reader demographics.
- Distributed exclusive reader promo codes to boost click-through rates to Yaber’s Amazon store.
Results
19 top-tier prime day placements · 545M+ impressions
The early pitch campaigns converted into commercial success, driving sell-outs of Yaber’s featured projector models during the Prime Day rush.
- Top-tier placements grew from 3 before Prime Day to 19, including Popular Mechanics, Men's Health, Well+Good, TIME, HuffPost and Real Simple.
- Impressions rose 57% during Prime Day 2022.
- Yaber held the #2 spot among competitors, with more than 28% of the Prime Day conversation.
Coverage included
