Gear’s ongoing relationship with Brabantia, a global organizational products leader, began in 2019, when the 100+ year old, family-owned company wanted to launch in the U.S. Working with a limited budget, Gear developed a multi-tiered, aggressive media relations strategy to create awareness and excitement for the brand, starting with expert positioning. We hosted interviews and virtual desksides with organizational guru and interior designer Jeffrey Philip, who shared his tips, tricks, and expertise. Twenty editors attended, with many calling in samples, resulting in increased brand awareness, and ultimately 10+ placements.
Throughout the year, we strategically leveraged angles such as back-to-school, spring cleaning, wedding season, and gift guides to create a continual stream of media placements. To cap off the PR push, Gear partnered with a high-end baking brand on a creative mailer introducing new kitchen-related products. Top-tier editors opted in, requested samples and ultimately covered the products. In just one year, US brand awareness for Brabantia grew tremendously, with 58 national placements and 2,492,778,611 impressions in Good Housekeeping, The Food Network, Wall Street Journal, Apartment Therapy, Real Simple, and many other outlets. In addition, the sales team incorporated Gear’s PR outcomes into their buyer presentations, ultimately placing the products with major retailers across the country.
