WHAT WE DID
We were brought on as the agency on record for Paper Source, a national retail brand, in March 2017. Knowing there are a lot of angles when it comes to a national retail chain, our first step was to immediately begin pitching top Paper Source items for inclusion in holiday gift guides. We also planned to position members of the Paper Source team as experts in retail, DIY trends, décor and gifting.
RESULTS WE GOT
Within the first week, we secured a placement with Country Living Magazine and Woman’s Day in their Mother’s Day gift guides. By creating ongoing relationships with top national journalists covering retail, our agency has become a resource when publications are building gift guides. We secured one of Paper Source’s 2018 planners in Southern Living Magazine’s Holiday issue as a “2017 Southern Living Best Gift.” In leveraging business angles, we were able to secure large business features for Paper Source’s CEO, Winnie Park. Several Paper Source team members have also been featured in local broadcast segments as experts in their areas. The media secured within the first six months included coverage in the PEOPLE MAGAZINE, COUNTRY LIVING, WOMAN’S DAY, CHEDDAR, MARIE CLAIRE, BRIT + CO, HARPER’S BAZAAR, SOUTHERN LIVING MAGAZINE, WGN-TV and FOX 32. Since the beginning of the campaign, we have secured more than 263,147,639 impressions
In March 2018, Heron Agency created a comprehensive campaign surrounding Meghan Markle and her employment at Paper Source. Through our exclusive announcement in PEOPLE MAGAZINE, we were able to secure additional features in other national consumer publications and news outlets including GOOD MORNING AMERICA, MARIE CLAIRE, TRAVEL + LEISURE, REFINERY29, INSTYLE, WOMAN’S DAY, and ELITE DAILY. Within the first three days of the announcement, we secured over 189,267,508 media impressions for this campaign. Aside from the general pitching of Meghan Markle’s affiliation with Paper Source, we worked to create activations within Paper Source stores to keep the brand in the trending conversation surrounding the Royal Wedding. These activations included a DIY fascinator making class that took place on the days leading up to the Royal Wedding, as well as on the actual date, and calligraphy classes on invitations, in homage to Markle’s hidden talent. Through this, we were also able to secure local broadcast TV segments with Chicago’s NBC 5, ABC 7, and FOX 32 affiliates to further remain a part of the trending story.
For 19 years, Heron has been at the forefront of the industry, proud to have represented and produced results for some of the world’s most recognized brands, well-known celebrities, and national theaters, restaurants, and companies.
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Below are a few case studies that highlight our integrated campaigns and the results we deliver.