Walker & Co. Brands set out to disrupt the current health & beauty industry. The account was tasked with launching its products and CEO as innovative, forward-thinking and relatable while at the same time infiltrating mainstream media with messages of diversity. The scope also involved securing press in traditional multicultural outlets. Media coverage had to break the mold for all packaged goods brands and reach both an underserved and over-indexed demographic.
The overall strategy involved raising brand recognition and sales of Walker & Co. with multicultural audiences. This was achieved through a comprehensive media plan in key retail markets via top-tier traditional and multicultural media. The campaign strengthened the perception of Tristan Walker as an influential, successful, authentic and disruptive businessman while promoting each product line.
Stories were secured in all major multicultural outlets in tandem with top-tier national coverage. The launch initiative received massive, positive press across consumer, business and trade for both Tristan Walker and Walker & Co. Brands. These brand centric stories generated hundreds of millions of media impressions, which were prominently featured in a broad cross-section of print, broadcast and online press. Notable placements include seven print pages in Fast Company, a standalone New York Times story, Today Style, The New Yorker, Ebony, Essence, Nylon Guys and Bloomberg TV. The significant quality and quantity of press coverage met our goals and positioned Walker & Co. as a leader and pioneer in the field.
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