Overview
Drew Barrymore and her team launched a new, free-spirited collection of furniture and home décor called Drew Barrymore Flower Home with her partners at Walmart. Magrino was tasked to garner impactful media coverage surrounding the launch on March 28th, 2019.
Our Solution
Magrino created a detailed media campaign surrounding the launch. In December 2018, Magrino secured 16 media outlets to meet with Drew and get a first look at the collection for their long lead coverage. For the months to follow, Magrino worked closely with the Walmart team to create press materials including a lookbook, fact sheet, press release and FAQs. Magrino outreached to key media outlets ahead of the launch to share details of the collection under embargo, as well as sent packages of samples and products to their offices so they could see and feel the gorgeous collection in person. On the day of the launch, Magrino distributed a press release announcing the new collection to a wide list of media.
Results
As a result of Magrino’s efforts, the launch of Drew Barrymore Flower Home garnered over 1,361,021,644 media impressions to date including top tier publications such as: WWD, People, Galerie, Elle Décor, Los Angeles Times, Domino, among others including regional publications, bridal, lifestyle, and home décor and design outlets.
: @MAGRINOPR