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Pinkberry

Pinkberry, the premier brand that established the tart frozen yogurt category in 2005, retained Formula to strategize and execute a comprehensive public relations program that included driving consumer traffic to key market stores, capitalizing on celebrity fan base to raise the profile of the brand, and establish connections with consumers through social media platforms.

Challenges:

  • Create an authentic and engaging voice for the Pinkberry brand using Facebook and Twitter platforms that previously had very minimal consumer engagement activity
  • Monitor celebrity in-store sightings and push news to relevant press for short-lead and long-lead coverage on the brand
  • Create engaging events to drive consumer and press traffic to targeted store locations in California and New York City markets

Strategy:

  • Develop a consumer and press strategy for the opening of the brand’s first store in the Bay Area including VIP events, social media promotions, broadcast drop-offs and traditional PR
  • Engage consumers in regular dialogue through Twitter and Facebook platforms via several daily posts/”tweets” ranging from special product offers to in-store celebrity sightings and relevant lifestyle and pop culture news
  • Establish an in-store process for employees to report celebrity sightings to Formula for immediate pitching to media in tandem with daily monitoring of paparazzi sites for new photos
  • Create ongoing dialogue with broadcast and film producers, offering Pinkberry store locations as shoot venues for segments, TV and movie scenes, etc.
  • Create co-branding promotion with fashion retailer Top Shop around its first NYC store opening to sample Pinkberry to like-minded consumers and offer coupons to nearby Pinkberry store

Results:

  • Pinkberry’s Twitter page saw a spike of 4,000 new followers, while the number of Facebook visitors grew by over 300 percent to 21,855 fans
  • Formula secured 55 celebrity-related articles in national media outlets including People, Life & Style, OK! Magazine, Seventeen, Entertainment Weekly, and Shape, totaling 91.5 million gross impressions
  • Coordinated Pinkberry store on-location shoots for Gossip Girl, MTV’s Made and E! News
  • Formula’s regional media relations efforts around the San Jose store grand opening resulted in 23 placements, reaching more than 19 million local consumers
  • The NYC Top Shop program distributed 600 samples and BOGO coupons to target consumers and received 16 unique pieces of local editorial coverage

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