Having secured deals with big box retailers across the United States, ReTrak asked M/C/C to beef up its public relations plan to expand awareness and drive sales of its Animalz product line. Animalz are fuzzy headphones that look like…well…animals. We focused our strategy like a laser, targeting gift-giving moms through influential third parties.

In the midst of the holiday shopping season, we got Animalz headphones into product reviews, gift guides and giveaways. We secured 79 positive posts on mom blogs, created 600,000+ impressions online and engaged consumers through almost 7,000 trackable social actions. In more traditional media, we secured 24 articles in high-impact media outlets, including The Boston Globe, Newsday and CNET, landed TV coverage in top DMAs, including the Minneapolis market where Best Buy and Target are headquartered and made Animalz part of a coast-to-coast radio conversation on the nationally syndicated “The Kidd Kraddick Morning Show.”

As a result, just three months after we’d landed the ReTrack account, we helped drive more than 50% of Animalz sales in 2014, a year-over-year increase of 1755%. And at the world’s largest consumer electronics retail chain, Animalz became the #1 selling headphones for kids.