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MCC, a Dallas-based integrated marketing communications firm, brought home the 2015 Dallas-Fort Worth American Marketing Association (AMA) Marketer of the Year award in the “New Product/Service Launch” category. The agency’s product launch for Animalz by ReTrak earned the award and had a direct impact on the company’s sales during the 2014 holiday season.
“We are honored to be acknowledged for giving Animalz by ReTrak the recognition it deserved,” said Mike Crawford, president, MCC. “The product launch is a testament to the direct cause and effect relationship of public relation’s positive impact on sales. We wanted to give as much devotion to the campaign as ReTrak did to its product, and we are thrilled with the results.”
Overall, more than half of 2014 sales came through the three-month blogger and media relations campaign time period, resulting in Animalz becoming the No. 1 selling headphones for kids at the world’s largest consumer electronics retail chain.
Animalz by ReTrak retractable headphones are designed for little ears and feature volume-limiting technology in soft fabric animal designs. The agency focused on the ease-of-use of the product while highlighting a diverse group of kids using the headphones, without needing much help from parents. The agency produced a press release announcing the national product launch, a product video that showcased the headphone’s features and a Buzzfeed quiz as well as established partnerships with local organizations.
The total amount of coverage MCC garnered for Animalz reached more than 210 million readers/visitors. The agency secured 79 blog posts, which generated 600,000+ impressions and engaged consumers through almost 7,000 trackable social actions. Publications such as The Boston Globe, Newsday and the paper’s sister TV station, News 12, picked up the Animalz story. MCC’s outreach even influenced CNET to include the headphones in a stocking stuffers video segment. Additionally, nearly 30 percent of the blogs and a variety of top-tier media sites including CBS News, The Huffington Post and Yahoo! featured the product video.
The AMA is a leading organization for marketers and a credible marketing resource where members can stay relevant with knowledge, training and tools. The Marketer of the Year Awards is a platform to celebrate excellence in marketing and imagination and innovation as a marketer. A list of winners for all categories of the 2015 DFW AMA Marketer of the Year awards can be found on their website.