It’s all in the CARDS…
Learn how BeSpoken PR used campaign endorsements from Kickstarter to generate media attention and attract new customers.
When lifestyle brand, Pocono Modern designed a stylish deck of mid-century inspired custom playing cards, they looked to BeSpoken PR to generate media awareness and make inroads into the design community, where they wanted to pursue a new customer base.
The Woodland Deck needed a high-traffic platform from which to launch, and the crowdfunding site Kickstarter provided the perfect test for success.
It was on Kickstarter that BeSpoken PR discovered an ideal target audience of playing card collectors and design enthusiasts who shared their feedback and support.
By monitoring their advocacy, BeSpoken was able to weave together a buzz-worthy editorial pitch about how a unique design project was discovered, championed and brought to market by a passionate group of card enthusiasts.
Once the project was fully funded, BeSpoken went to work pitching graphic design editors to set the tone and credibility needed to position the Woodland Deck beyond the toy store aisles and into the “designer” spotlight.
The agency built one review upon another as the cards began earning high praise in key design publications like Print + How Magazines, Grain Edit, and NOTCOT. Playing card aficionados also weighed in with reviews in Art of Play, Playing Card Collector, Truly Ace, and the packaging industry source, The Dieline.
Soon lifestyle outlets like Apartment Therapy, Lonny Magazine, Real Simple and Gear Patrol, featured the cards in their gift guides, while another layer of coverage surfaced in regional publications such as Philadelphia Magazine, NJ Biz Magazine, Pocono Times, and the Sunday cover of the Philadelphia Inquirer Business Section.
Through the outreach efforts of BeSpoken PR, Pocono Modern successfully launched the Woodland Deck which positively impacted their sales revenue. As well, through increased brand visibility in niche publications, they were able to capture and develop a new ideal customer base.
The popularity of the Woodland Deck further inspired Pocono Modern to design coordinating poker chips, prints, posters and a wood burned card box that also enjoyed additional media attention and sales.