With the holiday shopping season fast approaching, Deluxe Corp. needed to generate awareness for three of its small business units. In a short two week period, PadillaCRT developed and implemented a campaign based on insights from its consumer survey of holiday shopping trends. The results were astounding.
With the holiday shopping season just a jingle away, Deluxe Corp. needed to generate awareness for three of its small business units: OrangeSoda, a search engine optimization and marketing firm; PsPrint, an online customized print solutions provider; and Bags & Bows, a custom provider of personalized gifts and packaging. Deluxe turned to PadillaCRT for a sustained, multi-channel public relations campaign.
Nothing focuses strategy like a compressed timeline. In about two weeks, PadillaCRT developed and implemented an awareness campaign, working with Deluxe and Opinion Research Corporation (ORC) to create a consumer survey on a broad range of newsworthy holiday shopping trends. The omnibus survey revealed important market research insights for small business owners and consumers, and results were used to generate earned and social media placements across business and consumer channels.
The campaign generated a total of 5,453 stories across print, broadcast and online media, including a story on the cover of USA Today. The Tweet Chat amounted to 18.5 million impressions and the entire campaign generated a total of 1.7 billion impressions, significantly surpassing the goal of five million. PadillaCRT’s work for Deluxe was honored by the Public Relations Society of America with a prestigious Award of Excellence.