PFS

RAISING THE BRAND’S SHARE-OF-VOICE 50% DURING A GLOBAL PANDEMIC

PFS, an eCommerce provider that delivers operations services for the direct-to-consumer channel of premiere global brands such as L’Oréal, PANDORA and Shiseido, engaged Media Frenzy Global to elevate awareness of their own brand and position them as innovators in their fiercely competitive space.

OBJECTIVES
  • Build awareness and mindshare of PFS as a leading end-to-end eCommerce solution provider
  • Establish U.S. brand recognition through targeted industry trade and business press opportunities
  • Increase overall brand Share of Voice and PR Health Score® against top competitors in the marketplace
THE SOLUTION

To set a baseline of performance, Media Frenzy Global calculated PFS’ PR Health Score. This proprietary analysis helps clients understand where they stand in earned media awareness relative to their competitors. In PFS’ case, there was a lot of opportunity for growth.

To separate them from the competition, Media Frenzy Global performed an extensive review of the story landscape and consulted with media connections—content publishers and editors—to identify the narratives that would garner the most attention while highlighting PFS’ unique offering and top-shelf client roster. By focusing stories around brand manufacturers’ care-abouts—especially the concerns of companies with major brands to protect—Media Frenzy Global was able to grow PFS’ share-of-voice (SOV) to 57% in the first quarter of the program and drive referral traffic attributable to media coverage from 0.4% of website sessions to over 9% in just nine months.

Then, the COVID-19 pandemic hit. While eCommerce remained a vital sector, most companies were no longer investigating their blue-sky growth scenarios. Instead, they were focused on the basics. Media Frenzy Global instantly pivoted with the change. In conjunction with partner firm Arlington Research, MFG fielded an international study titled “Retail In Crisis.” Leveraging these findings for both content and insights, MFG was able to actually accelerate their success in gaining top media coverage in the Wall Street Journal, Thrive Global and Forbes.

THE RESULTS

Even with the pandemic raging, MFG was able to push PFS’ SOV close to 75%, grow coverage readership 1,000% and boost their PR Health Score to 70% (close to 30% increase in 7 months). And the volume of coverage continues to rise.

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