Breaking Through the Holiday Noise: How SourceCode Helped Wisdom Shine in Gift Guides and Black Friday/Cyber Monday Coverage
300+
Pieces of coverage in top-tier consumer publications
Challenge
The holiday season is a notoriously crowded time for brands as many companies compete against one another for the top spots in gift guides and seasonal features. For Wisdom Panel, the world’s leading pet genetics brand, the challenge was even more pronounced – how could they ensure their products stood out among the sea of gift options? Here’s how our agency took on the challenge and delivered exceptional results.
Wisdom wanted to be top of mind for consumers during the 2024 holiday season. With the release of their newest Behaviors DNA kit slated for late November, the goal was clear: break through the clutter of holiday gift guide coverage and drive awareness for their DNA kits during key shopping moments like Black Friday and Cyber Monday. This was no easy feat. At a time when reporters are receiving hundreds of holiday pitches per day, Wisdom needed a tailored approach to cut through the noise.
Solution
To meet Wisdom’s goals, we crafted a strategic plan focused on leveraging seasonal moments, consumer gift interests, and customized storytelling. Here’s how we did it:
- Identifying Key Seasonal Opportunities: We timed our outreach to align with major shopping moments such as October’s Prime Day, Black Friday, and Cyber Monday. This ensured Wisdom was front and center during pivotal times when consumers were actively searching for gifts.
- Tailored Holiday Pitches: We created targeted pitches such as “Gifts for the Pet Parent in Your Life” and “Best Holiday Gifts for Boyfriends,” which helped us fit Wisdom’s products seamlessly into trending seasonal categories.
- Storytelling Through Expertise: To add depth to our storytelling, we developed narratives that highlighted Wisdom’s customer stories and pet expertise. Some of the standout themes included “Pet-Friendly Foods During Thanksgiving” and “Q&A With a Vet on Dog Personality Indicators”.
- Review Opportunities for Reporters: We also offered reporters with pets the chance to experience Wisdom’s products firsthand which kept the brand top of mind for any pet-related coverage they were planning.
Results
Our targeted efforts paid off in a big way. In just three months, Wisdom earned placements in over 300 pieces of coverage including top-tier consumer publications. We also secured opportunities with outlets known for their extensive reach and syndication potential including Yahoo!, USA Today, and People Magazine. These placements further amplified Wisdom’s visibility to millions of potential customers.
This holiday campaign demonstrated the power of thoughtful, strategic PR planning. By aligning Wisdom’s goals with key seasonal moments and leveraging creative storytelling, we helped the brand shine during the holidays and set the stage for a successful Behaviors product launch.
