Client: Tooshlights (Los Angeles, CA)
Agency: PMBC Group (Beverly Hills, CA)
Campaign: Tooshlights Launch
Duration: June 1, 2014 – July 7, 2014
Budget: about $10,000
Tooshlights provides a lighting system that indicates which stalls are available in public restrooms. A light above each stall glows green when the stall door is open and turns red when the door is locked
The Hollywood Bowl was the company’s first client. As soon as the product was installed in the venue’s restrooms in May, Tooshlights and its AOR PMBC Group launched a campaign to drive awareness, industry partnerships, and sales.
"We were looking to introduce Tooshlights to consumers and related industries," says co-founder and CEO Allen Klevens. "Our product is innovative and we wanted to publicize that it’s the first to market."
Messaging was driven through media relations, social media outreach, and tooshlights.com.
"We used the Hollywood Bowl installation as a news hook," says Lisa Inouye, senior account manager at the agency. "We also leveraged the June kick-off of the Los Angeles Philharmonic’s annual summer series, which is played at the Hollywood Bowl, to attract both local and national attention."
The agency pitched local news, lifestyle, business, entertainment and music traditional outlets, and building and lighting industry trades. Local lifestyle and entertainment bloggers were also targeted.
Pitches pegged on the LA Philharmonic series went to national outlets covering music and entertainment.
"CNBC, Forbes, and Los Angeles Times covered the LA Philharmonic’s opening night and the Tooshlights installation," Inouye says. "We used those placements to help get the attention of large national consumer and technology outlets and tech bloggers."
An animated video about Tooshlights was included in pitches and posted to social media channels with the hashtag #isanyoneinthere?
The video and media placements were also promoted on Tooshlights.com and on PMBC’s blog and social media channels.
The campaign drove 140 business inquiries and four new contracts worth between $400,000 and $500,000 total.
Klevens says a major toilet paper company also contacted Tooshlights about a partnership, which he notes could provide tremendous industry visibility. Negotiations are under way.
Tooshlights.com traffic doubled in July compared to June, with 41.1% of traffic referred from media and blog coverage.
Between June and the first week of July 283 earned stories ran worldwide in outlets such as Today, Entrepreneur, Daily Mail UK, MSN, NPR, and Engadget.
"We’re very pleased with results," Klevens says. "Some of my business partners weren’t originally sold on spending money on PR. I won that argument and thanks to the results of this campaign I’m stilling winning it."
The team expects to soon announce new investor news and news about a large arena client in LA, which will be followed by outreach in sports verticals.
Preparations for trade shows in early 2015 are also underway.