Public Relations For ErgoFoam
Elevating Brand Awareness and Driving Sales for ErgoFoam
Client: ErgoFoam - Public Relations, Brand Awareness and Conversions
Client Overview
ErgoFoam is a consumer tech startup specializing in ergonomic footrests designed to provide firm support and promote proper posture for users in home and office settings. As a relatively new entrant in the market, ErgoFoam sought to differentiate itself by offering a high-quality, accessible solution for improving comfort and productivity, particularly for work-from-home professionals and office workers. With limited prior PR efforts, the company aimed to establish itself as a trusted brand in the ergonomic products space, enhance its visibility in both high-authority and lifestyle media, and drive consumer engagement and sales through strategic public relations initiatives.
The Challenge
ErgoFoam, a consumer tech startup specializing in ergonomic footrests, approached me to build their brand presence in a competitive market dominated by well-established players. The company had minimal prior public relations efforts and needed a comprehensive campaign to position itself as a leader in ergonomic products. Its goals included driving traffic, increasing sales, and becoming a go-to brand for consumers seeking comfort and support in their home or office setups. Despite the functional nature of its product, ErgoFoam sought to break into high-authority and luxury-focused publications to appeal to a broader audience, typically reserved for high-end lifestyle and tech brands.
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Competitive market dominated by well-established competitors
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Minimal prior public relations efforts
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Functional product seeking to enter the luxury focused market
The Strategy & Key Tactics
To tackle these challenges, we devised a multi-pronged PR campaign designed to generate buzz, build brand credibility, and drive measurable results. The strategy focused on the following key areas:
Market Research and Audience Targeting
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We identified ErgoFoam’s target audience segments, including work-from-home professionals, office workers, and individuals seeking ergonomic solutions for health and wellness. By understanding their needs and interests, the Mackasey Howard team developed tailored messaging that positioned the footrest as an essential accessory for comfort and productivity.
Crafting Engaging Pitches
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I created compelling story angles that appealed to editors and journalists across a variety of publications. These pitches highlighted ErgoFoam’s unique value proposition, including its firm support, ability to promote proper posture, and suitability for home and office use. I also tailored pitches to fit luxury and lifestyle publications by emphasizing the product’s sleek design and high-quality materials.
Media Outreach and Placement
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We targeted high-authority outlets with significant reach and credibility, including The New York Times, Wired, Rolling Stone, Bustle, Elite Daily, and others. The campaign featured a mix of product reviews, feature articles, interviews with the founder, and curated lists, such as "Best Work-from-Home Accessories."
Creating Momentum Through Earned Media
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By leveraging initial placements, we built momentum, creating a snowball effect of interest from additional media outlets. This sustained coverage helped keep ErgoFoam top-of-mind for consumers over an extended period.
Key Results
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The campaign exceeded expectations, delivering over 100 high-quality media placements within a year. Coverage included top-tier and niche outlets with millions of monthly readers, leading to increased brand visibility and consumer engagement. A standout achievement was the inclusion of ErgoFoam in Wired's Work-from-Home Office Gear Guide, which generated over 3,800 social shares and significantly boosted sales.
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Several publications named ErgoFoam the “Best Footrest of the Year,” reinforcing its credibility and leadership in the ergonomic products space. This recognition not only increased consumer trust but also led to a surge in website traffic and conversions.
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In addition to direct sales growth, the campaign successfully positioned ErgoFoam in high-end and lifestyle-focused media, enhancing its appeal to a luxury audience. The strategic alignment with respected outlets like The New York Times and Rolling Stone allowed ErgoFoam to transcend its functional product roots and become a recognized lifestyle brand.
The Impact
ErgoFoam’s PR campaign drove measurable results that extended far beyond initial sales. Within a year, the brand had achieved:
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100+ high-quality media placements in top-tier and niche publications.
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Recognition as a market leader, with multiple outlets naming ErgoFoam the “Best Footrest of the Year.”
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Increased social engagement, including thousands of shares for key articles, boosting brand awareness.
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Significant improvements in traffic and sales conversions from earned media.
By the end of the campaign, ErgoFoam had transformed from a little-known startup into a trusted and sought-after brand in the ergonomic and consumer tech markets. The strategic combination of targeted media outreach, tailored messaging, and ongoing momentum secured its place as a leader in its industry, demonstrating the power of a well-executed PR campaign.