Big League Chew
Girls Who Dream Big
Big League Chew bubble gum recently launched one of their most exciting products to date, the softball pouch. The launch of the highly anticipated pouch – inspired by girls who dream big and play hard – was supported by an extensive public relations strategy developed by Maroon PR.
Over five months, the integrated campaign resulted in more than 100.6 Million impressions and positive reaction from news media, fans and followers, athletes, and women from all over the world.
Integrated Marketing Strategy
As part of initial product outreach, Maroon PR worked with sports business reporter Darren Rovell who tweeted on January 18 that the softball pouch would be available on February 1. That tweet launched the softball pouch into a viral news story that spread across the country through local, regional, and national media markets as well as a trending topic on social media platforms for weeks.
Maroon PR’s strategy capitalized on the viral news story to promote online sales. In efforts to keep the momentum moving forward, Maroon PR used the trending topics of National Bubble Gum Day (February 1) and National Girls and Women in Sports Day (February 6) to keep the new product top of mind, continue to push online sales and promote the Big League Chew product line through the following tactics:
Secured interviews for Big League Chew inventor, Rob Nelson, and pouch artist, Amanda MacFarlane, that focused on different angles of the softball pouch story. Unique angles in a variety of outlets kept stories fresh and exciting for reporters and followers.
Creative Content Development
Created engaging content for Big League Chew’s social platforms that would encourage followers to purchase the new softball pouch online including six different hype videos which combined for more than 100K impressions and 3.3K engagements.
Targeted Influencer Outreach
Maroon PR researched and reached out to numerous prominent softball players, athletes, journalists, and influencers with strong female followings for product distribution. Customized packages with the softball pouches were shared by: @ambertheoharis (288.2K followers), @justinebaseball (13.7K followers), @kleinschmidtjd (30K followers), @michelesmith32 (27.6K followers), and @catosterman (49.8K followers).
The key to this campaign was the successful integration of traditional media efforts with social and digital activation. Maroon PR used proactive media outreach, user generated content, Amanda’s original sketches, and general girl pouch designs to build social content and expand the softball pouch conversation over an extended period of time while constantly driving traffic to online retailers and increasing sales. In addition to generating over 100 Million impressions, Big League Chew’s social media followers increased by the hundreds – creating a larger and more engaged audience for future product announcements and campaigns to come.