The Situation:
As Meguiar’s PR AOR for more than 25 years, we maintain the brand’s core automotive enthusiast audiences, while also driving consumer awareness and attracting new users to believe in the brand. Using creative campaigns, expert commentary and experiential events, we have continued to increase the number of media visits, experiences, impressions and placements year after year.
The Solution:
The team generates consistent coverage throughout the year, with systematic product placements in automotive enthusiast, DIY, consumer news, family, general interest and lifestyle outlets. We also work to secure longer brand and product features with twice monthly detail days that keep Meguiar’s top of mind and make car care accessible for new audiences. On top of traditional PR efforts, we develop creative campaigns each year, based on consumer interest, seasonal initiatives and current news cycles including “Car Care Myths,” “Dirtiest Places in Your Car,” “Spring Car Care” and more to help engage fringe enthusiast publications and social media influencers.
Staying closely connected with automotive, lifestyle and DIY audiences, we have strategically pitched new products and creative campaigns that speak to the needs of ever-changing consumer audiences. During the summer months we launched a campaign surrounding “Quick Summer Cleaning Tips for Busy Parents” where we taught consumers how to care for their vehicle right in their driveway. We closed out this campaign with transitioning our focus into media mailers, which included convenient automotive items for new parents (i.e. backseat organizers and sun visors). We seeded these mailers to key media targets who recently had children or had children under the age of five.
What We Did:
Creative Campaign Development | Earned Media | Event & Trade Show Support | Media Relations | Product Launch Support
The Results:
Focusing on key products, relevant campaigns and quality outlets ensures that we grow awareness of the Meguiar’s brand across multiple channels year after year.
In the last five years, we have increased coverage by 40%. Sample coverage generated includes outlets such as The Wall Street Journal, USA Today, L.A. Times and Men’s Health.
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