CAMARILLO, CA: New sporting goods manufacturer XProtex is targeting mommy bloggers in its first product launch, teaming up with Dotted Line Communications for the campaign.
The agency was brought on to promote a line of protective baseball gloves for XProtex, which is an Internet retailer. The new XProtex line, which was officially available for purchase in late January, is also being promoted through Facebook and Twitter in the weeks leading up to Major League Baseball's spring training on March 1.
XProtex CEO Jack Kasarjian said it chose Dotted Line as its first PR agency due to its wide consumer background.
“It's very difficult to promote a product designed for players through traditional athletic media like ESPN or Sports Illustrated, which can be geared more toward sports enthusiasts,” Kasarjian said. “We knew going into this we were looking to work with someone who could think outside the box and bring in consumers that don't fit in with the traditional business model.”
Dotted Line is targeting youth players, focusing on reaching mothers with young children. The agency has created strategies focusing on mommy bloggers in the past for clients like Batter Blaster and tween online community Girl Ambition.
“If you look at who's doing the purchasing, it's mothers with young children,” Kasarjian said. “Our research showed this would be an important group for us to reach.”
Aimee Yoon, a partner with Dotted Line, said she's already seen social media chatter about the line, with the company's Facebook page receiving comments on how consumers are using the glove.
Dotted Line was hired in December as AOR for the company, which launched in 2008, following a competitive review process in which seven agencies vied for the contract. Kasarjian declined to name the competing firms.
“A strategy targeting mommy bloggers and social media works for this company,” Yoon said. “Being an Internet retailer, consumers are going to connect with the brand differently than if it were a bricks and mortar store.”
The 2-year-old company plans to roll out 10 more products in the next few years, and Kasarjian said Dotted Line will continue to represent XProtex throughout that process.