Kaplow

Kaplow recently received top honors from long-standing agency client Target Stores for work in 2008 with the Bullseye Bodega program as the centerpiece. Target recognized Kaplow for achieving excellence in innovation by continually bringing distinctive, fresh ideas to strategic PR and marketing efforts. Target enlisted new designer partner and one of the world’s top product designers, Dror Benshetrit, to craft the look for this award.

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.

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.

Did you know that 80% of women are wearing the wrong bra size? Kaplow teamed up with REDBOOK magazine for a campaign aiming to educate women on how to get the right fit.  Kaplow hand-selected a group of media to attend a NYC bra-fitting party hosted by Stacy Morrison, Editor-In-Chief, REDBOOK magazine. Media attendees included New York Daily News, SheKnows, SheFinds, NewYorkMag.com and fashion expert Jenn Falik.  Attendees learned how to properly fit themselves with the guidance of Morrison and Warner’s own Nancy Lesser Bellini and Ramona Dunlap.  To round out the campaign, Morrison filmed an instructional bra-fitting video, which played throughout the party, and now lives on Warners.com and Redbookmag.com—teaching women all over the world to find their right fit.