how meundies leverages creative & partnerships to garner earned media - daic, 8/24/15

BIG BRAND EXPOSURE WITH A “START-UP” BUDGET THROUGH EARNED MEDIA

MEUNDIES? Who is

WHAT IS MEUNDIES? Vertically-integrated designer, manufacturer and retailer of the world’s most comfortable underwear and basics for men and women. Based in Los Angeles, CA    

DISRUPTING THE

INDUSTRY Strive to change the way people think about and

purchase underwear and basics.  

EARNED MEDIA BIG 3

BE AWARE OF YOUR SURROUNDINGS •  NEWS STORIES •  TRENDING TOPICS •  PHYSICAL LOCATION

LOCATION, LOCATION, LOCATION

BE AWARE OF YOUR SURROUNDINGS •  Know what you have in your own

backyard and use that to your advantage

•  Kylie Jenner’s one Instagram led to our highest traffic day to date

HASHTAG TRENDING •  Monitor trending topics in the media

and on social and get involved •  Creativity is key, irreverence also

helps –  #Manties –  Fresh Prince of Bel Air –  Straight ‘Outta Meme

•  Relevance leads to earned impressions and larger reach with little to no spend

NFL PARTNERSHIPS

News stories opened the door for MeUndies •  Dallas Cowboys Running Back Joseph Randle •  Seattle Seahawks Running Back Marshawn Lynch

JOSEPH RANDLE

-  Featured on primetime network TV, Radio, and every major sports media outlet online from ESPN to USAToday for millions of earned impressions.

-  If you can create a partnership that is truly different, it’ll be memorable and you’ll stand out.

LEARNINGS / RESULTS

MARSHAWN LYNCH

THE STRATEGY •  A Super Bowl spot costs $4.5M for 30

seconds, $150k per second •  Through a creative partnership using a hot

topic news story we would be able to organically get involved at a much lower indirect cost

RESULTS •  $40k donated to Fam 1st Foundation (Marshawn’s charity) •  Combined estimated reach of over 100M impressions through earned

media (sports publications and mainstream publications) •  Direct traffic doubled •  Google organic traffic doubled •  Facebook and Twitter traffic doubled •  Twitter activity leading up to and during the game garnered well over

4M impressions and thousands of favorites and RT’s

BE NIMBLE •  News and trending topics move at lightning speed •  Acting fast is risky, won’t always work but that’s ok •  Being ambitious and taking risks is part of our philosophy •  Nearly impossible to plan, but by keeping a close eye on

your surroundings you can create home run partnerships and campaigns