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.