Ortho Home Defence Bed Bug Trap Launch
Product Launch | Media & Influencer Relations
To support the launch of the Ortho’s Home Defence Bed Bug Trap, I developed a comprehensive PR program that created compelling narratives and experiences, generated media coverage, and naturally engaged public interest.
-
PR Lead
-
Developed a high-level strategic media plan for the campaign
Oversaw the external PR agency’s performance
Tracked campaign success and media coverage
Ensured brand consistency in all content
Managed PR budget
Addressed negative press or PR crises if they occurred
-
Garner awareness for Ortho’s new Home Defense Bed Bug Trap
-
Conducted a national survey and leveraged insights to generate media attention
Sent custom media mailers to Tier 1 journalists
Participated in a co-op satellite media tour (SMT) to generate brand awareness
Developed a MAT Release touting product benefits to extend brand visibility at scale
Developed an influencer program
Developed and distributed product press release
-
3.8M+ earned media impressions
3M+ influencer impressions
19M+ co-op SMT impressions
143M+ MAT release impressions
185M+ press release impressions (from wire distribution)
Reports of bed bug infestations were increasing throughout the country, which led Ortho to conduct a survey to uncover Americans' fears about bed bugs. This survey was conducted in conjunction with the launch of the trap. PR utilized the data from the study to conduct outreach to national media outlets that focused on lifestyle and travel, which helped alleviate people's fears about bed bugs both at home and in hotels.
As part of this campaign, we used a range of public relations strategies, including traditional methods like press releases and media outreach, as well as more modern techniques such as newsjacking, MAT releases, a co-op satellite media tour, and working with third-party spokespeople and influencers.
