The Brand Agency was tasked with building buzz around Amazon Fire TV’s Cube timed to Black Friday and Cyber Monday. The holiday season is the busiest, most cluttered time of the year when hundreds of top brands fight for a piece of consumer mindshare. Breaking through the clutter to effectively reach consumers is difficult and must be executed strategically.
To differentiate ourselves from every other brand and product during the holiday season, The Brand Agency utilized influencers to break through the noise and effectively reach our key audience. Ultimately, we executed a 360 degree consumer-facing public relations, marketing and programming strategy that both spoke to and touched consumers with influencer and celebrity traction. Leading up to Black Friday, The Brand Agency executed a week of curated influencer programming at the newly renovated Westfield Century City in Los Angeles. The Brand Agency handled A-Z: vetting talent, negotiating contracts, coordinating celebrity seminars, invite press, pitching media. Our media campaign invited consumers to partake in influencer seminars, like healthy holiday cooking with supermodel Charlotte McKinney or holiday party-dressing tips from Hailey Bieber’s stylist Maeve Reilly. Top celebrity talent were on-site to show consumers how they use Amazon Fire TV’s Cube to prepare for the holidays. The Brand Agency was responsible for ideating the program, scripting the seminars, negotiating contracts, securing all influencers and talent, and pitching out assets following the initiative.
Overall, the campaign included traditional media placements, radio station giveaways, unpaid influencer procurement and posting, and talent recruitment for seminars and paid appearances. As a result, The Brand Agency secured 1,210,911,960 impressions on behalf of the activation. Highlights included media placements in outlets such as People Magazine, Entertainment Tonight, Us Weekly, E! News, and more. Influencer highlights included names like Delilah Belle, Charlotte McKinney and Kristen Crawley, among others. Additionally, The Brand Agency was tasked with securing consumer press around the Amazon Fire TV Cube Black Friday and Cyber Monday deal. Through our media relationships and strategic pitching, we garnered press in a range of verticals from business and tech to consumer lifestyle. Highlights included Mashable, Forbes, Variety, Fortune, PopSugar and USA Today.
