iVillage, January 24
Who is your client, and what are its media goals?
Jen Zankan: Little Giraffe manufactures upscale plush accessories for babies and adults. The company was focused on wholesale in the past, but now wanted to raise awareness for both its consumer children's brand and its Giraffe at Home line of adult luxury products.
Why did you want to target iVillage, and how did you pitch the editors there?
Zankan: The iVillage Web site gets more than 5.5 million hits a month, mostly from the women and moms who are Giraffe at Home's target consumers. I'd developed a previous relationship with freelance writer Anne Chertoff, who quickly became a fan of Little Giraffe. When she joined iVillage as a staffer, we pitched her directly about reviewing Giraffe at Home's throw blanket as a great seasonal product.
There are a lot of companies scrambling to get reviews on sites like iVillage. What news hooks did you use to get Chertoff interested?
Zankan: We stressed the popularity of the collection among celebrities, such as Debra Messing, Eva Longoria, and Oprah Winfrey. We also leveraged press Little Giraffe had received recently, including a Today segment and being chosen by The Hollywood Reporter as one of the best gifts "for the kids" in Hollywood.
Did you send out any product samples or offer up Little Giraffe executives for interviews?
Zankan: There were no interviews, but we sent a blanket for consideration because Little Giraffe products are so soft and sumptuous, you have to experience them to understand how wonderful they are. We also highlighted features that would appeal to the iVillage core audience, such as the fact that the throw blanket was machine washable.
What was the impact of the hit?
Zankan: The positive review ran in the "Stuff We Love" section of iVillage, and Little Giraffe immediately saw a 50% increase in Web traffic. The company was thrilled because the story directly addressed its goal of boosting the visibility of its adult line, and even garnered additional media attention.
Name: Jen Zankan, president, Jeneration PR (Los Angeles)
Placement: iVillage, January 24
Pitch timeline: Two months