Piece in 'People' caps New Era push

Who is your client? What are its media goals?

Who is your client? What are its media goals?
Phil Crimaldi:
New Era is the largest manufacturer of hats in the country. Its media goals are to drive awareness and sales of its products, in this particular case by targeting celebrity outlets for the launch of a new line of caps designed by entertainer Chris Brown.

What made People such a good target? How did you pitch the editors there?
Crimaldi: People has a huge circulation, and because we knew we only had [Brown] for one interview, it was our number-one target. We didn't have a relationship with any of People's editors, but when we called offering this as an exclusive, they were immediately interested, even offering to come down to a Lids retail store in Los Angeles on a Saturday to see [Brown] unveil the line.

Did you media train Brown prior to the interview with People? What other information or art did you provide to help clinch this placement?
Crimaldi: We did send over some talking points on what the collaboration is all about, but [Brown] was already passionate about these caps because all the ideas for them came out of his head. People also had an exclusive photo of [Brown] with all six of the caps in the line on his head at the same time.

What was the impact of the hit?
Crimaldi:
The first-break coverage in People led to other celebrity outlets wanting the story, including Star, E! Online, and [Web site] Just Jared. The Chris Brown Entertainment collection quickly sold out at many Lids stores, so the client was really pleased with our work.

Name: Phil Crimaldi, VP, DKC
Placement: People, September 22
Pitch timeline: Less than one week

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