06 Jun VINCI BRANDS – IPHONE 13 CASE LAUNCH
For consumer tech company Vinci Brands, the Apple iPhone 13 announcement represents the biggest moment-in-time for its case brands Incipio, Survivor, kate spade new york, and Coach. The Brand Amp was tasked with announcing more than 25 case solutions for the iPhone 13 devices across the brands, with the aggressive goal of being #1 in Share of Voice.
To get ahead of the major announcements from these brands and ensure inclusion in timely case roundup articles, The Brand Amp conducted tailored, embargoed outreach to the top 20 consumer tech and Apple-specific media outlets in the week prior, sharing key product information, website links and images. Product samples were also seeded under embargo, allowing the most impactful outlets to have a hands-on experience with the cases immediately at launch. The Brand Amp also crafted three press releases focused on the new case solutions and distributed them across the wire to ensure widespread national awareness and jumpstart media efforts. Alongside this, TBA conducted aggressive proactive outreach to a broadened target list of more than 100 national outlets to secure immediate announcement and iPhone 13 case round-up coverage.
The Brand Amp’s combination of embargoed and at-launch media relations efforts resulted in more than 50 total earned articles and 889M potential impressions in the first two weeks alone. Coverage highlights included 9to5Mac, AppleInsider, CNET, CNN Underscored, Digital Trends, Esquire, Forbes, Gizmodo, iMore, NBC News, The Verge, USA Today, and more. Additionally, Vinci Brands took #1 in media coverage Share of Voice across all brands who announced case solutions for the iPhone 13, representing a significant win and first for the company.