Overview
As Slatkin + Co. prepared to launch a new collaborative product line with Elton John in time for the holidays, they turned to Magrino to secure coverage across both traditional media and relevant influencers.
Our Solution
Leading up to the launch, Magrino secured an interview with Elton John for the exclusive announcement of the collaboration with PEOPLE. Following this, a press release was shared wide with top-tier lifestyle, entertainment, home, and beauty outlets. To continue a steady stream of coverage, Magrino coordinated a Satellite Media Tour for Slatkin + Co. Founder and CEO, Harry Slatkin, live from New York, accompanied by a press release. Through consistent pitching efforts tied to seasonal moments like holiday gifting and Black Friday, Magrino was able to secure a steady drumbeat of coverage for the collection for the initial release and beyond.
We utilized a mix of paid and unpaid influencers in our gifting strategy, with nearly 200 mailers sent out for review and coverage.
Results
Magrino secured the exclusive announcement of the collaboration on PEOPLE, followed by press coverage in top-tier lifestyle, entertainment home, and beauty outlets including E! News, Galerie, Stylecaster, The Hollywood Reporter, US Weekly, Good Morning America Online, and Life & Style tied to launch. The Satellite Media Tour resulted in 654 unique airings with over 12.3 million impressions, accompanied by the press release with 444 unique pickups and 203. 4 million impressions.
Across all facets of coverage, we secured more than 2.2 Billion impressions for the launch.
: @MAGRINOPR