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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 ...
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...
HASHTAG TRENDING
•  Monitor trending topics in the media
and on social and get involved
•  Creativity is key, irreverence ...
NFL PARTNERSHIPS
News stories opened the door for MeUndies
•  Dallas Cowboys Running Back Joseph Randle
•  Seattle Seahawk...
JOSEPH RANDLE
-  Featured on primetime network TV, Radio,
and every major sports media outlet online
from ESPN to USAToday for millions ...
MARSHAWN LYNCH
THE STRATEGY
•  A Super Bowl spot costs $4.5M for 30
seconds, $150k per second
•  Through a creative partnership using a h...
RESULTS
•  $40k donated to Fam 1st Foundation (Marshawn’s charity)
•  Combined estimated reach of over 100M impressions th...
BE NIMBLE
•  News and trending topics move at lightning speed
•  Acting fast is risky, won’t always work but that’s ok
•  ...
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How MeUndies Leverages Creative & Partnerships to Garner Earned Media - DAIC, 8/24/15

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Greg Fass from MeUndies' presentation from Digiday's Agency Innovation Camp in Vail, CO - August 24, 2015.

Published in: Marketing
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How MeUndies Leverages Creative & Partnerships to Garner Earned Media - DAIC, 8/24/15

  1. 1. BIG BRAND EXPOSURE WITH A “START-UP” BUDGET THROUGH EARNED MEDIA
  2. 2. MEUNDIES? Who is
  3. 3. 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    
  4. 4. DISRUPTING THE INDUSTRY Strive to change the way people think about and purchase underwear and basics.  
  5. 5. EARNED MEDIA BIG 3 BE AWARE OF YOUR SURROUNDINGS •  NEWS STORIES •  TRENDING TOPICS •  PHYSICAL LOCATION
  6. 6. 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
  7. 7. 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
  8. 8. NFL PARTNERSHIPS News stories opened the door for MeUndies •  Dallas Cowboys Running Back Joseph Randle •  Seattle Seahawks Running Back Marshawn Lynch
  9. 9. JOSEPH RANDLE
  10. 10. -  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
  11. 11. MARSHAWN LYNCH
  12. 12. 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
  13. 13. 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
  14. 14. 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

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