Lee Groeger - 09/26/2024
Summary
Oz Moving & Storage (Oz) offers moving/storage services in the NY tri-state area and California. They have traditionally targeted more affluent residents; however, as competition in the industry has grown, they welcomed the opportunity to reach a younger audience within those regions.
Objectives
- Drive awareness of Oz in geographic target markets
- Garner leads and bookings via website quote inquiries
- Leverage credibility of public figures to reach prospective clientele
Strategy
To test the effectiveness of working with different types of influential public figures, 3E PR sought out, vetted, and coordinated opportunities to provide moving services in exchange for social media exposure. Ultimately, we forged partnerships with one regional influencer and one celebrity:
- Celebrity: Teresa Giudice, star of The Real Housewives of New Jersey (RHONJ)
- Influencer: Jordyn Woodruff, co-host of hit Barstool Sports podcast Mean Girl Pod
Results
The combined visibility, community engagement, and brand awareness from both campaigns met or exceeded all objectives, resulting in 1.6 million views, 60,000 Likes, 4,000+ comments, 4,000+ shares across social platforms, as well as traditional media coverage, leads and new business in geographic target markets.
Celebrity: Teresa Guidice
Overview: RHONJ star Teresa Giudice announced her daughter, Gabriella, was accepted to University of Michigan. Oz provided moving services in exchange for social media promotion.
Objective: Leverage Teresa’s substantial social media presence and popularity—including but not limited to her extensive fan base in Oz’s NJ target market—to raise brand awareness:
Program components:
- Provided moving services in exchange for social media promotion
- Created custom promo code THANKSTERESA enabling Teresa to offer followers a discount on Oz moving services
- Worked with RHONJ producers to coordinate move during filming, to increase likelihood of branded trucks, boxes, and movers’ uniforms being featured in upcoming season
Results
- 2Mviews
- 9K likes
- 1,697 comments
- 1,940 shares
- 11,385 likes
- 439 comments
- 78.1K views
- 7,215 likes
- 75 comments
- 63 shares
- 161 Saves
Resulting Press coverage & new business:
- Custom promo code generated 53 inquiries and 5 bookings.
- Oz truck featured in RHONJ Season 14 trailer, indicating that what we filmed will be included in Season 14: https://www.youtube.com/watch?v=ta7X8XR3ohA (00:41)
- com article (6.5M UVM, DA Score: 86) links to a Reel Teresa’s husband posted in which Oz makes a cameo.
- com article (NY-based, 7.1M UVM, DA Score: 90) features Teresa’s Instagram photo album showing branded Oz truck and staff working/posing with Teresa, including post caption with a clickable link to promo code.
Influencer: Jordyn Woodruff
Overview: Social media influencer/Barstool Sports podcast host Jordyn Woodruff moved from one NYC apartment to another. Oz provided moving services in exchange for social media promotion.
Objective: Leverage Jordyn’s substantial social media presence to raise Oz brand awareness in core market (NYC).
Results
- 218K views
- 4,901 likes
- 97 comments
- 70 shares
- 1K views
- 2,394 likes
- 21 comments
- 10 shares
- 22 Saves
- 6K views
- 38 likes
- 1,697 comments
- 1,940 shares