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Public Relations/Social Media Case Study

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Launch a new product – the Kate Middleton doll – using social media

ISSUE

The Franklin Mint, a world-renowned collectibles company with more than 50 years of experience as an industry leader, hired KCSA to work on a time-sensitive consumer-facing product launch. The Franklin Mint, known for its life-like portrait dolls, created a beautiful, limited edition Kate Middleton "Portrait of a Princess" engagement doll to commemorate the royal wedding.

Raise awareness through social media to drive sales.

IDEA

KCSA implemented a multi-pronged public relations and social media campaign – which included reaching out to reporters via Twitter – with an emphasis on differentiating the doll from competitors' offerings and driving sales of the limited edition piece. KCSA created an aggressive social media campaign that cultivated a personality for the Kate Middleton doll on Twitter. In addition, KCSA offered prototypes of the doll for broadcast interviews and leveraged the expertise and passion of The Franklin Mint's executive team to discuss the collectibles industry as a whole.

IMPACT

Social media allowed KCSA to effectively engage with reporters and secure more than 65 editorial placements in top-tier national, regional, broadcast and blog outlets including USA Today, The New York Times, CNN.com, E! News, Access Hollywood, Yahoo News, In Touch, US Weekly, FOX News, and People.com. The Kate Middleton Doll's followers continued to interact with the Twitter handle and engaged with the content posted following the wedding, creating the foundation for the launch of the wedding version of the doll.