Category Archives: case studies

TRUE FIT

CHALLENGE
KCo was tapped to launch True Fit, a fit recommendation engine that utilizes groundbreaking technology to help customers know how well clothes and shoes they view online will fit them in real life, and recommends which size to get.

Strategy
By removing the “will it fit?” barrier, True Fit was a natural fit for both e-commerce retailers and online shoppers. KCo helped True Fit find its voice—deftly identifying and highlighting the key brand attributes for both the consumer and the retailer. We demonstrated the added “e-confidence” True Fit brings, showcasing how the technology quickly converts browsers into buyers—increasing sales conversion and decreasing returns.

RESULTS

The industry took note – with brands clamoring to integrate the technology into their e-commerce experiences. Launch press spanned consumer, retail, and technology media, including Mashable, InStyle, WWD, Glamour, Lucky, NYLON, TechCrunch and a cover story in the Wall Street Journal. In addition, KCo secured high profile speaking opportunities at events including New York Internet Week and Fashion Forward: Digital.



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AUTISMATE

CHALLENGE
The developers of AutisMate, an iPad app designed to help those with autism communicate, faced a familiar dilemma among many health-tech start-ups: Sitting on a life-altering product, facing heavy competition and desperately trying to break through with media. They had no such luck until they connected with King + Company.

Strategy
Once brought on board, KCo quickly determined that press around National Autism Awareness Month wasn’t going to suffice. Our firm devised a plan that refused to spare any downtime throughout the six-month campaign, featuring a “Media Demo Day” in our New York offices, an aggressive launch campaign and constant outreach and connection with a variety of organizations and medical institutions with a stake in the autism field.

RESULTS
Autismate catapulted from obscurity to innovative leader in a matter of months after KCo implemented its strategic campaign. From large-scale media opportunities to building partnerships with industry leaders and medical institutions, KCo’s relentless efforts left the developers with little downtime – and a lot of air time. That included a three-minute segment on CNN solely featuring the app, its benefit to individual children and its partnership with a major autism institution in New York.

KCo also developed a wide-eyed publicity initiative to create the world’s largest puzzle time to World Autism Awareness Day 2014, subsequently building relationships between the developers and partners Autism Speaks and The Autism Society of America. In between those successes, KCo developed stories with dozens of major news outlets, including Yahoo! News, Mashable, The New York Daily News, All Things D, VentureBeat, Parents Magazine and many others.


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Jewish Community Federation of San Francisco

CHALLENGE
The Jewish Community Federation of San Francisco and The Helen Diller Family Foundation asked King + Company to create a comprehensive media relations plan that would showcase the extraordinary social activism being done by the five annual recipients of the Diller Teen Tikkun Olam Awards in California. The challenge included not only securing media attention in the Jewish Press already familiar with the precepts of tikkun olam, but with mainstream media as well. SFJCF also asked KCo to deepen awareness of the philanthropic vision and contributions made by Mrs. Helen Diller, the Bay Area philanthropist who established and generously endows the award through her family’s foundation.

STRATEGIES
By heralding the stories of passionate commitment at the center of each teen’s quest to improve and repair the world, KCo brought to life the meaning of tikkun olam and not only championed the young award recipients, but inspired others in their communities to get involved and take meaningful action themselves. Highlighting Mrs. Diller’s philosophy that it is “never too early, too often, or too late to give back,” we deepened awareness and respect for both the prestigious awards and for the Diller family’s philanthropic contributions. Using social media, we sparked a peer-to-peer conversation that formed the foundation for an interactive alumni network that is growing by leaps and bounds.

RESULTS numbersjcfsf Our five-year partnership with SFJCF has been so successful that the California-based Diller Teen Tikkun Olam Awards have expanded nationally and are now awarded to ten young Jewish social activists across the United States. Millions of media impressions are secured each year with top feature placements that have run in such important outlets as People Magazine, Teen Vogue, The San Francisco Chronicle, San Francisco Magazine, GENTRY Magazine, JTA, The Forward and a host of regional mainstream and Jewish press reaching people in print, on TV and radio, and online.



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HEIFER INTERNATIONAL

CHALLENGE
As agency of record for Heifer International— the global hunger and poverty nonprofit that provides livestock and agricultural resources to developing communities globally—KCo spearheaded their 2012 Holiday Giving campaign.

Strategy
With widespread awareness about Heifer’s “alternative gift” catalog offerings (i.e. “give a goat to a family in need in lieu of electronics this year…”), KCo capitalized on spreading Heifer’s mission of sustainability—giving a gift that simultaneously does good by providing families means to build successful, independent lives. KCo strategically sent personalized, themed influencer mailings to top media targets for inclusion in holiday roundups and segments.

 

RESULTS
2mheifer Spanning coverage tied to “Giving Tuesday,” “Heifer at Hanukkah,” and a variety of holiday gift guide media, outreach resulted in nearly two million media impressions. Placements included USA Today, MSN Giving, Fox & Friends, Mashable, Glamour, Huff Post LIVE and ABC News.



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BLUE MARBLE GAME COMPANY

CHALLENGE
The explosive growth in video gaming opened the door to a new frontier – Interactive Digital-Healthcare-Games. And Los Angeles based start-up Blue Marble Game Co. is leading the pack in developing video games dedicated to treating specific health issues, including cognitive rehabilitation and preventing falls. Pioneering a new frontier in healthcare, Blue Marble Game Co. turned to KCo because of our extensive expertise in healthcare, scientific research, and technology. Blue Marble Game Co. had the vision, but realized their planned media campaign was hurried and lacking the right leadership. At the last possible minute, Blue Marble connected with KCo, abandoned its initial plans and gave our firm the reigns to generate news about its products.

Strategy
KCo hit the ground running and developed target media lists, message points and media trained potential spokespeople within hours of signing Blue Marble as a client. Positioning the company as a leader in the innovative field of health-related video games, KCo tapped into its wide range of media relationships to maximize immediate coverage for Blue Marble in a number of niche media genres, including publications specializing in health, technology, video games, the military and others.

RESULTS
Along with developing the interview skills of the company’s CEO and crafting effective branding and messaging for the future, KCo garnered the coverage Blue Marble deserved in both regional and national press in a matter of weeks, including a full company profile in Forbes, three separate pieces in The Boston Globe and a syndicated broadcast piece that reached CBS, NBC, ABC andFOX affiliates in 20 markets throughout the country and Canada.

 

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BUZZ-WORTHY PARTNERSHIPS

At KCo, we are constantly implementing inventive tactics aimed at generating consumer buzz outside traditional press. Our ability to identify and secure strategic partnerships aimed at spotlighting and amplifying our clients’ brands is second-to-none.

Whether it is illuminating the Empire State Building in pink for The Estee Lauder Companies’ Breast Cancer Awareness Campaign, conceiving, scripting and executing a Public Service Announcement with CBS Television starring Julianna Margulies and Michael J. Fox for The Michael J. Fox Foundation for Parkinson’s Research, creating a bridal boutique featuring services from the Paul Labrecque Salon & Spa, arranging for the Visiting Nurse Service of New York to ring the Closing Bell at the New York Stock Exchange, or celebrating Where’s Waldo’s 25th Birthday with partners like Warby Parker, NASCAR and Jeopardy!—our team creates collaborative programs that motivate and inspire our target audiences to engage and act.



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amfAR, THE FOUNDATION FOR AIDS RESEARCH

CHALLENGE
In 2013, King + Company was tasked with developing and executing a comprehensive media strategy to announce amfAR, The Foundation for AIDS Research’s pivotal role in two separate and monumental HIV/AIDS research breakthroughs: the first child cured of HIV and two HIV+ patients showing no signs of virus in wake of stem-cell transplants.

Strategy
With the research that made these breakthroughs possible occurring at premier institutions such as Johns Hopkins Children’s Center, University of Massachusetts Medical School, University of Mississippi Medical Center, Harvard Medical School and Brigham and Women’s Hospital, KCo worked very closely with their respective communications teams to ensure all efforts were aligned. KCo identified reporters at top-tier publications and conveyed the ground-breaking news on an embargoed basis to guarantee proper messaging.

RESULTS numbers2-amfar For the first child cured of HIV case, KCo generated front-page placements in The New York Times, Wall Street Journal and USA Today, as well as coverage by Reuters, CNN, TIME magazine, NPR, and many others. Regarding the two HIV+ patients treated in Boston, KCo secured coverage in the Associated Press, Forbes, The Wall Street Journal, CNN, NBC News among many others.

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VISITING NURSE SERVICE OF NEW YORK

CHALLENGE
As a leading provider in home health care and hospice programs, VNSNY needed an experienced guide to help them navigate the complex landscape of regulations and government. KCo was tasked with building relationships with elected officials in New York City and New York State, to inform and educate them on a variety of important health issues and programs.

STRATEGIES
Working with the VNSNY Government Relations team, KCo conceived, designed and implemented community workshop series on three different subjects. Multiple events, customized for elected officials throughout NYC’s five boroughs and NY State were planned, staffed and coordinated by KCo.

RESULTS
KCo has coordinated dozens of public family caregiver, falls prevention and HIV/AIDS care workshops on behalf of NYC/NYS elected officials partnered with VNSNY experts. These ongoing seminars have been attended by thousands of individuals throughout NY and has reached millions more through segments on NY1, News12 and Telemundo, and feature articles in the New York Daily News, New York Post, Staten island Advance and countless community papers.



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amfAR

CHALLENGE
After twenty-five years of funding and keeping the spotlight on HIV/AIDS research, amfAR, The Foundation for AIDS Research knew a cure was within reach. To reignite and engage the public passion behind the goal to finding a cure, KCo was tasked with developing a compelling brand identity and tagline that resonates with key stakeholders around the globe to mark the 25th of amfAR.

Strategy
Mindful of amfAR’s incredible legacy and the diversity of stakeholders interested in its work – academia, the scientific community, the public, celebrities -both in the US and around the globe, KCo developed a 360O communications strategy that would mark its 25th anniversary as a pivotal turning point towards finding a cure.

KCo created the tagline “amfAR25: Making AIDS History” and developed materials proclaiming this goal to be featured prominently at all of its star-studded galas, across all social media channels, amfAR’s website, its micro website “makingaidshistory.org”, and a video campaign that featured personal stories of families whose lives have been touched by AIDS and amfAR research.

RESULTS
The call to action – making aids history – was tweeted, retweeted, shouted, and applauded by celebrities at gala events, featured and covered in broadcast, print, and social media press, and was heard in New York, Rio, Kuala Lumper, and from Cape Town to Cannes. Media such as The Los Angeles Times, Chicago Sun Times, The Advocate and CNN, highlighted the organization’s key scientific achievements and progress toward finding a cure. amfAR’s CEO Kevin Robert Frost, was positioned as a man on a mission and as thought leaders within the scientific and non-profit community. Coverage included a profile of Mr. Frost in The New York Times as well as expert appearances on national television.

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WHERE´S WALDO?

CHALLENGE
When global pop culture icon and literary phenomenon, Where’s Waldo?, turned 21, MKC was charged with re-invigorating the brand—making it appeal to the generation of 20-somethings that grew up searching for Waldo—without the help of new books, products launches or other news.

Strategy
MKC effectively used the character’s “birthday” as a platform, “mapping out” a comprehensive calendar of events wherein Waldo would “pop up” in all of the cool places Millennials would want to be seen, to the delight of crowds and the media.

RESULTS
Waldo was seen sitting front row at New York City Fashion Week and at the front of the line at the grand opening of the highly anticipated Topshop US flagship store, garnering buzz on top fashion blogs and New York City news outlets. When Waldo was mingling with runners at the start and finish lines at The 39th Annual ING New York City Marathon, he received feature coverage from CBS2 News and Runners’ World magazine. The media got on board to celebrate, with an appearance on The Today Show, the cover of amNew York, the New York Post, USA Today and People magazine.

The PR program, which Brandweek dubbed one of the Guerilla Marketing Campaigns of the Year, successfully added new excitement around Waldo brand with millions of 20-somethings worldwide—as well as with new brand partners. In 2012, MKC did it again, celebrating Waldo’s 25th Anniversary—securing a wide range of long lead media coverage as well as garnering high level brand partners including Warby Parker, the Empire State Building, NASCAR, and Jeopardy!.

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UNIVERSITY OF CALIFORNIA SAN FRANCISCO

CHALLENGE
To announce an unprecedented new approach to treating breast cancer using personalized medicine and genetic biomarkers, the Foundation for the National Institutes of Health (FNIH), in collaboration with the University of California, San Francisco, called on King + Company to plan and execute the press launch of a groundbreaking new clinical trial for breast cancer known as I-SPY 2.

STRATEGIES
King + Company positioned internationally recognized breast cancer surgeon and researcher Dr. Laura Esserman as the visionary thought leader behind a groundbreaking new model for clinical trial development supported by the FNIH, The Biomarker’s Consortium, UCSF and other prestigious medical centers, pharmaceutical companies, and collaborative partners. Launching the auspicious I-SPY 2 trial from the National Press Club in Washington, DC, and engaging members of Congress as well as the media, KCo communicated the benefit of this new approach to both the most important journalists covering the medical life sciences—and to the general public for whom the advances offer undeniable hope.

RESULTS
The national media campaign for the I-SPY 2 Clinical Trial for Breast Cancer generated millions of impressions, and featured widely distributed national advance stories in the Associated Press and Thomson Reuters Health. Interviews with UCSF Principal Investigators, representatives from the National Cancer Institute, National Institutes of Health, Food and Drug Administration and breast cancer survivors were featured on network and regional TV, major scientific publications and top social media hosts in business, pharma, biotech and other important sectors. Segments on the Dr. Oz Show and a Wall Street Journal cover story heightened and sustained awareness of the new approach and it’s leaders long after the national launch.



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ABC CARPET & HOME

CHALLENGE
KCo collaborated with famous New York-based design, beauty and experiential retailer, ABC Carpet & Home, in spring 2013 timed to Yoko Ono’s “Imagine No Fracking” window installation. In addition to the challenge of securing a press exclusive with a top-tier publication just before or timed to the installation unveiling, KCo was tasked to create buzz for several important events at the store about fracking. As part of the PR engagement, KCo was also able invite select press to the various events, including discussions with Deepak Chopra and involvement from other business leaders and celebrities.

Strategy
Excited to help educate consumers about the dangers of fracking, KCo quickly became experts on this pressing environmental issue. KCo closely monitored the news and Governor Cuomo’s actions to craft relevant and timely pitches to key media, helping to build momentum and press interest leading up to the fracking events. In addition to the challenge of securing a press exclusive with a top-tier publication just before or timed to the installation unveiling, KCo was tasked to create buzz for several important events at the store about fracking. During the PR campaign, KCo secured a variety of media to attend the various in-store events. While leveraging Yoko Ono’s project involvement and passion against fracking, KCo pitched select art, entertainment and lifestyle outlets across both print and online media categories, along with local NY-based media.

RESULTS
The New York Times Arts section ran an exclusive with the first image of the “Imagine No Fracking” installation. Following this placement, am New York published an article. Event attendees included editors and reporters from Vanity Fair, Refinery29, edible New York, FOX Business and more. Post-event coverage with photos from the step-and-repeat at the opening night with Yoko Ono, Adrian Grenier and Susan Sarandon were available for press, and the evening was a celebration for all who attended. A full house came out to support Yoko’s latest project, learn more about fracking and watch business leaders take action by signing a pledge against fracking. KCo continued to send through press inquiries and opportunities to ABC Carpert & Home after their engagement, as a result of their outreach.



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VISITING NURSE SERVICE OF NEW YORK

CHALLENGE
The Visiting Nurse Service of New York (VNSNY) is the nation’s largest not-for-profit home- and community-based health care organization, delivering a full range of home health care services to more that 65,000 New York area residents daily. Despite 120-years of industry leadership and innovation, few reporters (and even fewer consumers) could distinguish VNSNY from the “alphabet soup” of “VNS” or “VNA” home care organizations. As agency of record, King + Company set out to conquer misperceptions and raise awareness among homebound New Yorkers and their families, and position the venerable organization as an innovative and essential and force delivering the gold standard in home health care.

STRATEGIES
Our team unearthed the gripping stories of nurses, social workers and other unsung heroes at VNSNY and leveraged regional print and broadcast media to chronicle the life-changing impact they have on their patients’ lives. Knowing that many New Yorkers are part of the “Sandwich Generation,” caring for aging parents as well as young adults at home, we worked with VNSNY to create a series of educational community workshops that elected officials can offer their constituents. KCo also secured national platforms to showcase VNSNY experts and leaders.

RESULTS
Since we began our partnership with VNSNY in 2006, our King + Company public relations program has helped to completely change the conversation on home health care in New York City and New York State. Consumer awareness increased by more than 200 percent with frequent in-depth media coverage in outlets such as The New York Times, ABC World News with Diane Sawyer, Good Morning America, CNN, NPR, New York Daily News, New York Post, ABC 7, CBS 2, NBC 4, FOX 5, News 12, WNYC, and others.



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DREAMWORKS ANIMATION

CHALLENGE
Hi-Yo Silver, away! As Classic Media’s agency of record for more than six years, KCo has been creating targeted press campaigns for Lassie, Casper the Friendly Ghost, The Lone Ranger, Rocky & Bullwinkle, Peter Cottontail, Mr. Magoo and Underdog to just name a few. Through collaboration with Classic Media, KCo has helped to deliver these beloved brands and franchises to fans, and introduce these “classics” to new audiences across the country.

DreamWorks Animation purchased Classic Media in July 2012 and KCo continues to work with the Company under the DreamWorks property portfolio for home video, anniversary, brand awareness and select consumer product campaigns.

Strategy
Oh Magoo, you’ve done it again! Whether it’s for The Original Christmas Classics DVD or Blu-ray gift set, or a Lone Ranger 75th Anniversary edition DVD collection, KCo develops buzz-worthy press swag packages with fun items to help gain product attention and stand out. Previous swag packages have included Lone Ranger masks, blue stockings in honor of a Blu-ray debut during the holiday season, specially designed pdfs, newsletters and other eye-catching graphics and materials.

KCo helps to secure partnerships to further propel coverage. For example, KCo partnered with notable food trucks and chefs last year in select regional markets to create unique recipes that were inspired by one or more of the iconic television specials included in The Original Christmas Classicsgift set. Recipe cards for all concoctions were sent to a mix of lifestyle, shelter, food, entertaining and highly targeted local media contacts—with an appropriate food angle and accompanying materials they could easily publish, post, tweet or pin.

As part of the partnership over the years, KCo has worked with DreamWorks on trade outreach and shows, assisting with Licensing Expo, MIPCOM, Brand Licensing Europe and more.

RESULTS
And now, here’s something we hope you’ll really like… From The View to Entertainment Weekly,Access Hollywood, Parade, The Los Angeles Times, Parents magazine, New York Post, Redbook, and so much more, DreamWorks properties are brands and press favorites.



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