HGI - Consumer PR Case Study

case study: consumer pr header

Grapevine Hill

The situation

One of the Internet's largest sellers of discount footwear needed to increase awareness of its brand for the spring/summer season.

The solution

HGI worked with Grapevinehill to create an “educational” guide that taught men how and where to wear sandals. “FLIP FLOPS 101: A Man’s Guide to Sandals” featured photographs, examples and links to sandals that Grapevinehill offered. The idea was to reach out to the style section of the top 100 dailies and provide content that made an easy story for busy editors.

The results

More than 40 daily and weekly papers features stories based on the pitch, many using the release virtually in its entirety. A feature story in the Boston Globe also garnered heavy pickup on the wire services. For nearly three months the story continued to run unattended with coverage including a full page 4-color story in the Detroit Free Press Sunday edition, and feature stories in major metropolitan papers and online including the Orlando Sentinel, Sacramento Bee, St. Paul Pioneer, Austin American Statesmen, Charlotte Post Courier, and Contra Costa Times.


	home who we are what we do how we get results where to find us Grapevine Hill The situation One of the Internet's largest sellers of discount footwear needed to increase awareness of its brand for the spring/summer season. The solution HGI worked with Grapevinehill to create an “educational” guide that taught men how and where to wear sandals. “FLIP FLOPS 101: A Man’s Guide to Sandals” featured photographs, examples and links to sandals that Grapevinehill offered. The idea was to reach out to the style section of the top 100 dailies and provide content that made an easy story for busy editors. The results More than 40 daily and weekly papers features stories based on the pitch, many using the release virtually in its entirety. A feature story in the Boston Globe also garnered heavy pickup on the wire services. For nearly three months the story continued to run unattended with coverage including a full page 4-color story in the Detroit Free Press Sunday edition, and feature stories in major metropolitan papers and online including the Orlando Sentinel, Sacramento Bee, St. Paul Pioneer, Austin American Statesmen, Charlotte Post Courier, and Contra Costa Times.