Challenge
NEW, a leading global provider of extended service plans, buyer protection services, and product support to more than 150 million consumers, needed to build trust and drive sales through major big-box retailers, while countering negative category perceptions fueled by Consumer Reports and supporting new product launches.
Solution
Execute an integrated communications program aligning PR and social media with marketing initiatives, spanning a company rebrand, CES activations to drive traffic and awareness, and Facebook promotional sweepstakes. Over seven years, we deployed creative PR across events, national business and consumer media, and digital channels, including an award-winning consumer blog, music videos, consumer education through awards and product giveaways, and a nationwide newspaper feature series designed to address negative narratives.
Outcome
NEW earned sustained positive coverage across local, regional, and national outlets, improving consumer understanding of the category and contributing to a softening of Consumer Reports’ negative stance. The program supported retail sales and product launches and helped NEW expand its industry dominance, ultimately leading to a merger with a major competitor. Media highlights included About.com, BusinessWeek, CNET, Los Angeles Times, NBC, NPR, TWICE, and The Wall Street Journal. NEW was acquired by Asurion.
