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Ready for a closeup
New Pig, an industrial safety equipment provider with a quirky name, had a genius product: Grippy Mat, the world’s first adhesive-backed floor mat. It had a customer who loved the product: Redner’s Markets, a mid-size grocery store chain that sharply decreased slip-and-fall accidents by using the mat. What New Pig needed was WordWrite, an agency that knew how to make the story stick with end users and insurers seeking the next big thing in safety.
After an initial brainstorm, we agreed that New Pig customer Redner’s was the perfect case study to showcase how Grippy can change a business and introduce the product to new audiences. We went to work strategizing a multi-faceted campaign and presenting it to Redner’s, which agreed to partner on the project.
It would take more than one lens (literally) to tell the tale of Grippy’s success at Redner’s. Not only did we distribute familiar press releases, pursue traditional editorial submissions with trade outlets and begin a comprehensive social media campaign, but we helped produce a professional video describing Redner’s history of safety innovations and its company-wide adoption of Grippy. We brought in representatives from New Pig, Redner’s and the chain’s insurance partner for the sleek presentation.
We also took the story directly to the audience, highlighting trade show promotions, beginning a New Pig-hosted safety program and timing the entire campaign around National Safety Month.
Video has always been a great storytelling medium, but many companies are only scratching the surface of how it can impact their marketing efforts. With the help of an engaging, visual dynamic to complement the Redner’s story, we exceeded our initial expectations, collecting 71 media hits with a combined reach of 9.2 million people and nearly 305,000 impressions on social media. Indeed, thanks to Grippy’s closeup, many new customers closed in on New Pig.
We were looking for a public relations partner that could help us tackle some big efforts and truly become an extension of our team. WordWrite has delivered on every front while also bringing innovative ideas to the table. They are smart, dedicated, a pleasure to work with and really care about our success.
Bridget Fouse, Director of Marketing Services & Brand Manager, New Pig