Nuts.com Holiday PR Campaign

The Challenge: In the prior year, Nuts.com had made a big investment into gifting with a new product line launch supported by a significant TV and paid social spend. This year, the company had scaled back dedicated gifting spend by more than 50%, and the new product line had not been resurrected. But the company still needed to maintain gifting performance during the critical Q4 season.

The Insight: Our custom gifting products are our most popular and stickiest gifting SKUs with strong acquisition performance across channels and excellent re-order and retention rates. We believed that an investment in strategic higher funnel touches would work to elevate and amplify our adjusted SKU-focused paid plan by highlighting our brand as not just snackable, but giftable as well.

The Action: I worked with our retained PR firm to build and execute a 5-week holiday campaign goaled on maximizing impressions across strategic communication channels. With a limited $50K budget, we focused on strategic placements to reach our two target consumer segments, nicknamed Betty (boomer) & Eliza (millennial). The anchor was a Food52 brand partnership across social, email, and site. Supporting techniques included strategic micro influencer partnerships, a co-op SMT placement, and boots on the ground to maximize earned coverage.

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The Result: In just 5 weeks — and under budget — we achieved more than 1.6B impressions, more than doubling our goal of 700MM+. Our anchor Food52 partnership saw more than 10MM impressions. We secured 34 high quality earned placements including gift guides on Town & Country, TODAY, The Kitchn, Apartment Therapy, Esquire, Forbes, BuzzFeed, and more.

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Despite the 50% reduction in gifting spend, we were able to maintain the momentum gained the previous year, losing only 1.4% net revenue from gifting after an incredibly well funded year that had seen nearly 10% YoY gains in gifting.

Responsibilities: PR Strategy & Execution, Brand & Creative Direction