July 30th, 2009, 2:56 pm
Skype recently teamed up with Glamour.com’s Single-ish bloggers for a Skype affair to remember. Hi-tech flirters, Erin and Ryan, each went on three virtual dates using the Skype video calling software. After their virtual trysts, the video-dates were posted to the site and readers voted to determine which Skype suitors would score an in-person rendezvous with bloggers Erin and Ryan.
The partnership enabled Skype to connect with Gen Y consumers by introducing an innovative approach to speed dating and tapping into the media’s fascination with dating and relationships. The video dating challenge brought about tremendous media coverage. The TODAY Show and The New York Post featured articles stressing the message that Skype’s video calling software is free. Additionally, Kaplow successfully leveraged social networking tools such as facebook and twitter to create buzz around the program.
April 15th, 2009, 7:18 pm
A recent event at the Target Studio in NYC for the launch of the MIO collection put sustainability in the spotlight. The press preview showcased eco-friendly products from MIO and beyond that demonstrated how a few small changes by consumers can make for a greener planet.
On center stage at the press event was MIO for Target, an innovative new collection of environmentally-responsible outdoor living products, now available for a limited time at Target Stores and on www.target.com. The collection includes products such as a watering can, composter and solar lights all made from recycled and renewable materials. MIO designers, Isaac and Jaime Salm, were on hand to personally walk media through the line and share their own success stories on how to live a “greener” life.
Over 80 editors attended the event and were thrilled to see the breadth of Target’s sustainable offerings—especially as more and more readers are greening their lives and purchasing eco-friendly product.
April 3rd, 2009, 9:09 pm
Through strategic outreach, Kaplow has introduced MyPublisher to a key influential demographic – the mommy blogger. By leveraging a make-your-own PhotoBook giveaway, bloggers were able to engage their audiences, both on their blogs and on Twitter. Top mom blogs such as Babble, Mommin’ It Up, Lil’ Duck Duck and Droolicious enthusiastically blogged about MyPublisher, calling it the “pioneer in the PhotoBook industry” and further establishing MyPublisher as the premier PhotoBook site for all stages of life.
March 27th, 2009, 10:50 am
To align CafePress with the current news cycle and taking advantage of a seminal pop culture moment—Kaplow hit 5th Avenue in New York City to shower revelers at the annual St. Patrick’s Day parade with 2,500 free branded buttons celebrating the luck o’ the Irish.
Kaplow staffers strategically planned the guerilla outreach, planting teams along the parade route from 42nd Street and targeting heavy traffic areas such as St. Patrick’s Cathedral and Rockefeller Center. Not only did Kaplow reach a mass of consumers with the CafePress message, but media as well—with WNYW FOX 5 and NY1 anchors donning the CafePress branded button during their live newscasts.
This guerilla approach and scrappy effort enabled us to reach consumers at the grassroots level in a fun and relevant way, building buzz for CafePress.
