Retail PR & Digital Marketing

Positioning an Apparel Brand in the Media as the Top in Its Category

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The Challenge

Based on a referral from a satisfied client, ChicExecs was approached by an underwear brand looking to significantly boost its media profile. The brand’s interest was in generating targeted coverage, including evergreen articles for the “top underwear brands” and segments on national TV, as part of its ambitious growth strategy.

The Strategy

Our savvy PR team was more than up for the task. They strategized and implemented a national and regional campaign for online and print publications and national daytime TV shows. The team’s extensive research uncovered many media opportunities for this woman-owned LGBTQ+ and LatinX brand. We highlighted its unique products and new collections dropping throughout the year, and excelled in pitching, telling the brand story from different angles, such as the founder’s background, Pride Month, Hispanic Heritage Month, and International Women’s Day, and securing numerous media placements.

The Outcome

The result was a comprehensive PR campaign that achieved monumental success. It had over 1.1 billion online readership and a staggering 9.4 million views, and it received over 100 PR placements in outlets such as Good Morning America, CNN, NBC News, Bustle, Good Housekeeping, Refinery29, BuzzFeed, Business Insider, Seventeen, and People.

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