Media/Influencer Case Studies

Media, PR, and Influencer Strategy Elevates Brand and Drives Demand

Business Challenge:

The Company faced significant challenges persuading large healthcare systems to consider its stand-alone, best-in-class medication management solution. Although the Company's product was more advanced, feature-rich, and user-friendly than competing options from established EMR vendors, it lacked the third-party validation that would build credibility with enterprise buyers. Additionally, the Company needed to raise mainstream awareness to increase demand and enhance valuation ahead of an upcoming funding round.

Solution and Execution:

To overcome these obstacles, we spearheaded a comprehensive media relations and influencer campaign, emphasizing the urgency of medication safety and strategically positioning the Company as an essential solution provider. The approach leveraged third-party endorsements and broad media visibility to establish credibility and drive demand:

• Third-Party Validation and National Media Strategy: We launched a national media relations and analyst campaign focused on the dangers of medication errors and how our simple, cost-effective solution could address this growing crisis. The strategy was to elevate awareness of this critical issue, getting media and analysts to spotlight the risks involved and the need for specialized solutions. This created an industry-wide conversation that positioned the Company’s solution as the “best-in-class” answer for healthcare providers seeking reliable, advanced medication management.

• Targeted Media Kit and Direct Engagement: A robust media kit was created, featuring strategic releases, contributed articles, case studies, and educational materials on the Company’s unique capabilities. With no agency support, we directly engaged media outlets, analysts, and influential bloggers to generate coverage, emphasizing the urgency and relevance of our solution to their audiences.

• High-Impact Exposure on Oprah Winfrey Show: Persistent outreach efforts led to a landmark media opportunity—a live demonstration of the technology on the Oprah Winfrey Show with Dr. Oz and Dennis Quaid. This first-of-its-kind coverage reached a massive audience, giving unprecedented credibility to the product and amplifying the importance of medication safety.

• Supporting Channels and Thought Leadership: Social media engagement and high-profile speaking engagements further extended the campaign’s reach, establishing the Company as an industry thought leader. By creating and distributing compelling content across multiple platforms, we reinforced our credibility and drove conversations around the need for best-in-class medication management solutions.

Results and Impact:

This strategically crafted campaign drove exceptional outcomes, demonstrating the power of media and PR in shaping industry perception and influencing high-stakes healthcare decisions:

• Widespread Brand Visibility and Industry Credibility: The Oprah Winfrey Show segment sparked a tidal wave of additional print, online, and broadcast coverage, significantly enhancing the Company’s brand visibility and establishing it as a credible, innovative leader in healthcare IT.

• Significant Pipeline Growth and Accelerated Sales: As a direct result of the campaign, the Company generated $10.9 million in qualified leads and saw enterprise clients move forward with purchasing decisions more quickly, driven by a heightened sense of urgency around medication safety.

This case study highlights our expertise in leveraging strategic media and PR to build brand equity, secure influential third-party validation, and drive meaningful business growth. It underscores the value of a well-coordinated, media-driven approach in shifting market perception and creating demand in a highly competitive landscape.

Driving Brand Awareness and Sales Through Strategic Media, PR, and Influencer Campaigns  

Business Challenge:

In a highly competitive direct-to-consumer (DTC) market for women’s high-end, ready-to-wear fashion and accessories, the Company needed to build significant brand awareness to drive qualified traffic, increase conversions, and acquire new customers. The goal was to stand out in a crowded marketplace and achieve ambitious growth targets.

Solution and Execution:

To elevate the brand and reach a broader audience, we spearheaded an aggressive media, PR, and influencer campaign, focusing on targeted visibility and celebrity endorsements:

• Celebrity and Influencer Campaigns: We launched a strategic affiliate and celebrity influencer marketing program, designed to put the brand front and center with high-profile personalities. Through influencer gifting events and partnerships, the Company secured numerous national placements, driving both social proof and aspirational appeal.

• High-Impact PR and Media Strategy: One of the campaign’s highlights involved dressing Cassie Randolph, winner of ABC’s The Bachelor (Season 23), for her official media tour and week-long appearances following the season finale. This PR-driven initiative created massive visibility for the brand as every outfit Cassie wore on national TV, social media, and news outlets sold out within minutes. Each look generated buzz and showcased the brand’s style and appeal in real time.

Results and Impact:

This media and PR strategy delivered powerful outcomes:

• Record-Breaking Traffic and Conversions: The campaign generated record eCommerce site traffic and conversion rates, exceeding expectations for both brand visibility and direct sales.

• Sales and Loyalty Growth: With the influx of new traffic and interest, the Company more than quadrupled its loyalty program sign-ups, establishing a loyal customer base that would drive sustained revenue growth beyond the initial campaign.

This case study illustrates our expertise in leveraging media relations, influencer partnerships, and strategic PR to drive brand awareness and achieve measurable business results in the competitive DTC fashion space. Through well-executed media campaigns, we positioned the Company as a desirable brand in high-end fashion, achieving strong engagement, sales growth, and long-term customer loyalty.

Amplifying Brand Voice and Driving Engagement for a High-End Women’s Fashion Brand through Strategic Media and Influencer Relations

Business Challenge:

In a saturated women’s ready-to-wear and fashion accessories market, the Company sought to establish a unique brand voice that positioned it as high-end, socially responsible, and inspirational. The challenge was to break through the noise with a campaign that would resonate deeply with consumers, enhance brand equity, and reinforce the brand’s commitment to empowering women.

Solution and Execution:

We crafted a comprehensive media and influencer strategy to elevate the Company’s visibility and credibility. In honor of International Women’s Day, we launched a campaign spotlighting accomplished women who personified the brand’s ethos of strength, style, and social impact. Key campaign components included:

• Influencer-Led Brand Storytelling:  We selected a group of inspirational women—pioneers in their communities, workplaces, and families—who embody the values of empowerment and authenticity. These influencers were not only fashion-forward but also advocates for positive change, aligning perfectly with the brand’s socially responsible positioning. To showcase their stories, we conducted a high-profile photo shoot and captured video testimonials where each woman shared her journey, values, and thoughts on confidence and giving back.

• Integrated Media and PR Campaign:  To maximize reach, we orchestrated a multi-channel media and PR blitz that included website banners, curated landing pages, digital ads, email campaigns, social media, blogs, and targeted press outreach. I worked closely with media outlets that shared our target demographic, securing feature stories and interviews to highlight the campaign and the brand’s vision. The campaign’s visibility in reputable lifestyle and fashion publications built brand credibility and reached an audience invested in fashion with purpose.

• Influencer Marketing and Social Media Amplification: Leveraging the reach and influence of our featured women, we launched a coordinated social media campaign using a mix of Instagram posts, stories, and reels to engage audiences and drive traffic back to the website. The campaign’s authenticity resonated, as each woman shared her personal connection to the brand and her own advocacy work, creating a powerful narrative that encouraged followers to engage and explore.

• Video Content for Emotional Engagement:  The campaign’s heart was a professionally produced video series featuring the women as they shared insights and experiences on resilience, style, and philanthropy. These videos were strategically distributed across digital platforms to capture attention and provide a deeper look into the Company’s mission. The storytelling approach helped position the brand as one that celebrates and supports its customers on a personal level.

Results and Impact:

The International Women’s Day campaign was a breakthrough for the brand, delivering exceptional results in visibility, engagement, and brand affinity:

• Increased Brand Awareness and Engagement: The influencer campaign drove a significant increase in brand awareness, attracting new, qualified traffic to the Company’s website. The PR and media push led to high-profile placements in top-tier fashion and lifestyle outlets, generating widespread exposure and lending third-party credibility to the brand.

• Record Loyalty Program Sign-Ups: The campaign’s inspiring storytelling resonated with viewers, leading to a record number of sign-ups for the loyalty program. This success not only expanded the customer base but also fostered long-term brand loyalty by engaging customers in a values-driven community.

• Enhanced Social Media Reach and Engagement: The campaign’s social media content generated high engagement rates, as followers shared and responded to the uplifting stories of the featured women. This authentic, values-driven content created a meaningful connection with the audience and positioned the Company as a brand that champions women’s empowerment.

• Positive Brand Perception and Mission Alignment: By celebrating women’s voices and contributions, the campaign solidified the Company’s image as a socially conscious, inspirational brand. The association with International Women’s Day strengthened the Company’s reputation as a brand that supports and empowers women, making it a preferred choice among consumers who value purpose-driven brands.

Through a strategic media, PR, and influencer approach, we successfully positioned the Company as a high-end, socially responsible fashion brand with a strong, empowering voice. This campaign not only enhanced brand perception but also cultivated a loyal customer base, aligning the brand with the values of its target audience and setting a strong foundation for continued growth.

Media, PR, and Analyst Strategy Drives Brand Recognition and Demand Generation

Business Challenge:

As a start-up in a hyper-competitive cybersecurity market, the Company struggled with a lack of brand identity, no social media presence, and strained relationships with key analysts. With limited resources and no budget for a PR agency, the Company faced flat sales and urgently needed to build buzz and demand for its products to stand out against well-established competitors.

Solution and Execution:

Recognizing the need for rapid market penetration and industry credibility, we led the Company in developing a strategic media and analyst-focused campaign that positioned it as an industry thought leader:

• Groundbreaking Cyberattack Report: Working within confidentiality constraints, we launched the industry’s first cyberattack round-up report by compiling statistics on cyberattacks the Company had fought over the previous quarter. Without an agency, we built and curated a list of high-impact media contacts, analysts, bloggers, and influencers. Three weeks before the report's release, we distributed embargoed copies to initiate interest, conducting nonstop interviews during the embargo period to maximize coverage potential.

• Unprecedented Media Coverage: On the official release day, the report generated significant media traction with over 300 articles in top-tier outlets, including The Wall Street Journal, The New York Times, BusinessWeek, Forbes, USA Today, and The Los Angeles Times, as well as leading technology publications. This widespread coverage ignited an avalanche of interest, cementing the Company’s position as a visionary and thought leader in cybersecurity.

• Ongoing Thought Leadership Campaign: Building on the momentum of the attack report, we orchestrated a comprehensive, multi-channel demand generation and thought leadership campaign. This included
  • Regular  press releases and social media outreach
  • Quarterly global cyberattack reports and real-time threat advisories
  • Case studies, white papers, infographics, blogs, and videos
  • Contributed articles, analyst briefings, and speaking engagements

Results and Impact:

This media and PR-driven strategy not only established the Company as a trusted voice in cybersecurity but also delivered exceptional business outcomes:

• Global Brand Recognition: The on-going campaign generated over 800 feature articles , dozens of cover stories, and more than 1,250 blog mentions. Social media buzz exceeded 60,000 mentions, and major technology analysts published 10+ reports validating the Company’s solutions and impact.

• Demand Generation and Sales Impact: The campaign generated over 2,440 qualified leads and became a significant touchpoint for 63% of the active opportunities in the sales pipeline. The combination of media exposure and ongoing thought leadership engagement established a lasting, influential presence in the cybersecurity sector.

This case study underscores our expertise in executing high-impact media, PR, and influencer strategies that drive brand recognition, market credibility, and measurable business growth—even with limited resources.

Building Analyst Relations and Brand Credibility through Strategic Media, PR, and Influencer Campaigns

Business Challenge:

Following a series of five strategic acquisitions in diverse, high-growth markets, the Company needed to quickly establish credibility and presence in these new spaces. Key technology analysts held significant influence over potential clients and deal referrals, yet the Company lacked established research or consulting engagements with these analysts and had no allocated budget to secure them. Typically, tech analysts only engage companies for one brief call, once a year without formal contracts, limiting opportunities to build strong relationships or communicate the Company’s expanded vision effectively.

Solution and Execution:

We led a strategic, PR-focused campaign to establish meaningful relationships with key analysts and position the Company as a dominant new player in these markets. Despite resource limitations, we executed a creative, high-impact strategy to capture attention and generate excitement:

• Exclusive Technology Analyst Retreat: Within two months, we identified global analyst influencers across the new markets, secured an event sponsor, and organized a high-caliber, two-day technology analyst retreat. The goal was to create a compelling, upscale networking event where analysts could engage directly with Company executives, experience demos of new products and services, and hear real customer testimonials—all without typical paid consulting contracts.

• Innovative Event Promotion Campaign: To drive interest, we launched an integrated campaign across digital marketing, social media, and direct mail, utilizing HTML invitations, web assets, custom collateral, and targeted pitching to position the event as an extraordinary opportunity. This campaign was designed to intrigue analysts by highlighting the event’s unique format and exclusive insights, ensuring they saw it as a must-attend experience even without compensation.

Results and Impact:

This media and influencer-centric approach delivered transformative results for the Company:

• Analyst Engagement and Coverage: The event secured seven highly favorable analyst reports and led to 84 follow-up inquiries from analysts who had previously been inaccessible. This coverage reinforced the Company’s credibility and positioned it as a serious contender in its new markets.

• Revenue Impact and Pipeline Growth: By establishing these strategic analyst relationships, the Company not only enhanced its industry reputation but also significantly boosted its sales pipeline by eight figures due to new deal referrals directly influenced by these analysts.

This case study demonstrates our expertise in orchestrating strategic, relationship-driven media and influencer campaigns. Through tactical media relations and innovative event marketing, we effectively positioned the Company as a thought leader, built high-value connections, and generated measurable business outcomes in a highly competitive landscape.

Revitalizing Business Growth Through Strategic Media, PR, and Innovative Partnerships

Business Challenge:

The Company was facing a major business hurdle: it had not acquired a single new infrastructure management client in over 15 months. Despite participating in multiple RFPs, the Company consistently lost pitches to competitors, with new business growth limited to project expansions from existing European clients. An urgent solution was needed to avoid potential downsizing and drive business turnaround.

Solution and Execution:

We led a strategic and media-focused approach to address this challenge by thoroughly analyzing the competitive landscape and identifying opportunities for differentiation:

• Competitive Differentiation: A market study revealed that our offerings mirrored those of competitors, yet our pricing was 2-3 times higher. To justify this premium, we needed to offer something totally new in the market leveraging the latest technology innovations.  To accomplish this, we initiated a high-impact partnership with Google, creating the industry’s first enterprise Software-as-a-Service (SaaS) desktop solution. While Google had great success in the consumer markets they were not experienced in selling enterprise.  They had just launched Enterprise Apps, but it lacked the enterprise infrastructure and services expertise required to penetrate the corporate market. Our partnership enabled us to combine Google’s technology with our enterprise sales and services expertise, positioning us uniquely in the market with an exclusive offering for 12 months.

• Innovative Product Positioning: We developed a consultative sales and GTM approach, offering clients a choice between Microsoft-based infrastructure, Google’s cloud infrastructure, or a hybrid solution. This flexible, client-centric offering was unmatched in the industry and allowed us to redefine the infrastructure management market. Support materials included  service brochures, white papers, presentations, demos and podcasts.

• Comprehensive Media and PR Campaign: To build credibility and momentum, I spearheaded a global media and analyst campaign that included a three-week tour and over 105 face-to-face meetings with key media, advisors, and analysts. This high-impact media strategy aimed to create industry-wide awareness and showcase our unique solution.

Results and Impact:

The campaign generated outstanding media visibility and market traction:

• Extensive Media Coverage: The innovative solution secured 318 feature articles, six technology analyst reports, and over 600 blog postings, creating buzz across global markets and highlighting our new service’s impact on the industry.

• Significant Business Opportunities: The publicity and market interest from the campaign resulted in 15 qualified seven-figure opportunities, revitalizing the Company’s sales pipeline and demonstrating the power of a well-executed media and PR strategy.

Through strategic media relations, partnership-driven differentiation, and an integrated PR campaign, we successfully positioned the Company as a pioneering thought leader in infrastructure management. This case study exemplifies our expertise to drive tangible business results, leveraging industry partnerships, and executing campaigns that generate high-value opportunities and sustainable growth.

Transforming Brand Perception and Driving Talent Acquisition Through Strategic Media and PR

Business Challenge:

With rapid business growth, the Company faced intense competition for high-tech talent, going head-to-head with industry giants like HP, Cisco, and Oracle, as well as innovative start-ups. The recent repositioning of the Company—from a traditional printed circuit board manufacturer to a high-tech leader in design, manufacturing, and supply chain solutions—added urgency to redefine its brand image to attract top-tier talent in a highly competitive market.

Solution and Execution:

We developed and led a comprehensive media and PR strategy to transform the Company’s brand perception and increase its appeal to high-tech talent:

• Integrated Media & Analyst Campaign: We launched a global campaign to elevate the Company’s profile, emphasizing its evolution into a cutting-edge provider of high-tech design and manufacturing solutions for some of the world’s largest OEMs. The campaign involved developing a robust  media kit, site profiles, corporate brochure, case studies, press releases, award submissions, and organizing targeted media and analyst tours.

• High-Impact Media Relations: The campaign included securing major media placements in top-tier outlets. Within six months, the Company achieved high-profile recognition, including a top-three ranking in Business Week's Information Tech 100 and cover stories in  Wall Street Journal, Fortune, Forbes, IBD, and Fast Company, along with over 2,500 articles worldwide.

Results and Impact:

The media campaign not only redefined the Company’s image but also delivered measurable business impact:

• Enhanced Employer Brand: The campaign positioned the Company as a high-tech leader and innovator, significantly boosting its appeal to skilled talent and allowing it to compete with Silicon Valley’s biggest names. As a result, the Company became the 5th largest employer in Silicon Valley.

• Business Growth: The strategic media and PR initiatives directly contributed to the Company’s growth trajectory, with revenue soaring from $3.5 billion to over $20 billion within three years.

This case study showcases our ability as strategic and tactical marketing leaders to leverage media relations, PR, and influencer engagement to shape brand perception, drive talent acquisition, and fuel growth. By combining visionary positioning with tactical execution, I successfully transformed the Company’s image and secured the high-caliber talent needed to support its expansion.

Building Brand Visibility and Credibility in Healthcare IT Through Strategic Media and PR Engagement

Business Challenge:

The Company, a provider of healthcare IT solutions encompassing software, hardware, and services, had minimal recognition within the media and analyst communities. Beyond the release of required financial statements, no proactive media engagement had been conducted, leaving the brand largely unknown to potential customers, partners, and industry influencers.

Solution and Execution:

We spearheaded a comprehensive media and analyst relations campaign as part of the Company’s relaunch strategy. The goal was to establish brand legitimacy and credibility, position the Company as a leader in healthcare IT, and drive visibility in a highly competitive market. Key elements of the initiative included:

• Media and Analyst Engagement Program: We developed and launched a multi-faceted media and analyst relations program designed to educate and engage key influencers, building both recognition and trust in the Company’s brand. By creating a detailed media database, we identified and targeted influential journalists, industry analysts, and editors in healthcare and technology sectors. We prioritized top-tier outlets and industry publications that reached our target audience, aiming to secure influential placements that would lend third-party credibility to the brand.

• Strategic Media Kit Development: We curated a robust media kit to establish a consistent, professional presence for the brand in the press. The kit included detailed product datasheets, white papers, in-depth case studies highlighting real-world use cases, and background on the Company’s leadership in healthcare IT innovation. These assets provided essential context for journalists and analysts, reinforcing the Company’s expertise and commitment to transforming healthcare delivery.

• Quarterly Product Launches and News Tours: To maintain visibility and keep momentum in the market, we established a quarterly product launch schedule, supported by regular news tours that positioned the Company as an innovator in healthcare IT. Each launch included coordinated announcements, customer success stories, and product demonstrations. This cadence of news kept the brand top-of-mind for analysts and journalists, driving ongoing coverage and establishing the Company as a thought leader in the field.

• Thought Leadership Content and Industry Recognition: We crafted and distributed thought leadership pieces, strategic press releases, and insights on trends impacting healthcare IT. These pieces positioned the Company as a voice of authority, addressing topics like CPOE (Computerized Physician Order Entry) adoption and IT outsourcing services, areas where the Company was gaining traction and proving its value. This strategic content not only provided journalists with timely, relevant information but also aligned our brand with the industry's most pressing challenges and solutions.

Results and Impact:

The media, PR, and influencer campaign delivered transformative results, significantly raising the Company’s profile and establishing it as a credible player in healthcare IT:

• High-Profile Media Coverage: The brand secured multiple cover stories and was prominently featured in leading industry publications. Key placements highlighted customer case studies and new product innovations, reaching a broad audience of healthcare decision-makers and industry influencers.

• Increased Analyst Recognition: The Company achieved top rankings in analyst reports, particularly in areas like CPOE Physician Adoption and IT Outsourcing Services. These rankings served as essential validation points, bolstering the Company’s reputation among prospective clients.

• Enhanced Brand Credibility: By securing third-party endorsements through influential media and analyst reports, the Company was able to establish itself as a legitimate and innovative player in healthcare IT. This credibility became a powerful tool in discussions with prospective clients and partners, leading to stronger consideration in RFPs and new business opportunities.

• Sustained Engagement with Industry Influencers: The ongoing media and analyst engagement strategy allowed the Company to build lasting relationships with key influencers, resulting in a continuous stream of positive press coverage and analyst commentary that maintained visibility and reinforced the brand’s position as a leader in the space.

Through a strategic and tactical approach to media, PR, and influencer relations, I was able to elevate the Company’s profile from virtually unknown to a recognized, respected brand in healthcare IT. This campaign not only established brand awareness but also provided the credibility needed to drive growth, attract new clients, and create a solid foundation for future market expansion.