The Challenge
Time was of the essence. Retrak tasked Mod Op with the project as the holiday season was bearing down on us. We needed to find ways to break through the holiday shopping noise and do it quickly since competitors had been ramping up their holiday marketing plans for months already. Complicating matters further, neither Retrak nor Animalz were household names. We needed to generate awareness quickly.
The Work
We focused our strategy like a laser, targeting gift-giving moms through influential third parties. We got Animalz headphones into product reviews, gift guides and giveaways. We secured 79 positive posts on mom blogs, created 600,000+ impressions online and engaged consumers through almost 7,000 trackable social actions.
In more traditional media, we secured 24 articles in high-impact media outlets, including The Boston Globe, Newsday and CNET, landed TV coverage in top DMAs, including the Minneapolis market where Best Buy and Target are headquartered and made Animalz part of a coast-to-coast radio conversation on the nationally syndicated “The Kidd Kraddick Morning Show.”
VIDEO FOR EARNED MEDIA PLACEMENT
Video Content
We produced two videos and distributed them for media outlets and mom bloggers to use as supplementary content for their articles and posts on holiday gift-giving ideas.
The Impact
Just three months after landing the account, Mod Op had ignited huge holiday sales for ReTrak.
50% of Sales
Mod Op’s campaign helped drive more than 50% of Animalz sales for the year.
Up 1755%
ReTrak posted a year-over-year sales increase of 1755%.
#1 Seller
At the world’s largest consumer electronics retail chain, Animalz became the #1 selling headphones for kids.