Overview: Zac Brown wanted to establish the DemerBox speaker brand identity separately from the GRAMMY© award-winning musician. Additionally, DemerBox sold their speakers exclusively through an Amazon storefront and needed to drive traffic.
Ask: Create social content and a supporting communications strategy to help sell more DemerBox on Amazon.
Results:
By creating a strategy that leveraged search, social, and content working in conjunction with the PR agency's media relations efforts, "Best Outdoor Speaker" became an owned search term for the DemerBox brand, one that was able to compete with oversaturated and paid search terms such as "best bluetooth speaker" and "best waterproof speaker."
The PR agency utilized "Best Outdoor Speaker" to message in conjunction with owned social media efforts to gain earned media coverage from high-profile publications such as Rolling Stone, Engadget, PCMag, Daily Beast, and Esquire -- all positioning DemerBox as the "Best Outdoor Speaker."
The coordinated effort between earned media and paid digital resulted in a measurable and sustained sales lift to DemerBox's Amazon landing page.
