The Challenge: In June 2016, Vice Cream had just celebrated their one-year anniversary. After some successful press coverage during their launch the year prior, there had not been a lot of press coverage since. Founder Dan Schorr wanted an aggressive PR and digital influencer campaign kicking off year 2, coinciding with Vice Cream’s participation in the 2016 Scooper Bowl in Boston and NYC and as Dan was about to make a push for stores to carry his ice cream by the pint up at grocers up and down the east coast…while weaving in his entrepreneurial journey.
The Approach: Devised the PR strategy into three key components – coverage surrounding Dan’s story of why he founded Vice Cream, coverage surrounding the 8 Vice Cream flavors and coverage surrounding his partnerships with new retailers, while also carrying out a digital influencer campaign with those in those same areas.
Results: A successful 8-month campaign (originally slated for 6 months) with Dan and Vice Cream featured locally in the Boston Herald, Boston Globe, Boston magazine, WCVB-TV Channel 5; coverage in regions he expanded to like Charlotte, Atlanta, Baltimore, D.C., Nashville, NYC, Providence, and all throughout Florida, capping things off with a full-page print feature in the May 2017 issue of Entrepreneur magazine. We also secured over 1 million impressions with our digital influencer campaign.
