LOUISVILLE, KY: CafePress, an online retailer of stock and user-customized T-shirts and other products, has selected Elasticity as its AOR for PR, following an informal review.
The company “talked to a variety of agencies” and chose Elasticity because of the team's enthusiasm and knowledge of the brand, as well as its ideas to increase awareness, explained Sarah Segal, PR manager at CafePress.
Elasticity was initially brought on for a project to help the company launch its revamped and updated platform, CafePress 2.0, which debuted last week.
Segal said the firm's integrated approach to the campaign “blew us away,” and the internal team at CafePress knew Elasticity would become the company's AOR following the project. CafePress is set to officially hire Elasticity as its agency partner later this month.
CafePress previously worked with M Booth for two years.
“CafePress is a great brand and we took them a long way and wish them well," said M Booth CEO Margaret Booth.
With a team of four day-to-day staffers on the account, along with additional specialists to help on specific projects, Elasticity will work on a wide range of tasks for the brand. These include media relations and influencer engagement, graphic design, video production, and Facebook app development, said Aaron Perlut, partner at the firm.
He added that the agency is creating shareable and engaging content that will pique consumers' interests and stand out from typical content.
Elasticity has already created three videos for the site's re-launch initiative. The videos have been posted on YouTube and CafePress' Facebook page, which has more than 461,000 fans.
Segal said one goal is for the company to be known as the go-to place for customizable products. She added that while consumers can buy a shower curtain on a variety of websites, at CafePress they can purchase a shower curtain and put whatever image appeals to them on it. The company has about 550 products on its site, the newest of which are customizable shoes.
CafePress is also very “reactionary” in that it responds to trends in popular culture, said Segal, and Elasticity understands that concept.
“We consider ourselves a social barometer in many ways where if something becomes immediately popular during the week, it's up on our site within 24 hours maximum,” she added.
Budget information for the contract was not disclosed.