PR & Media Relations Campaign Case Study for G-95
G-95 makes fashionable, functional outerwear with built-in filtration technology to help protect against pollution, allergens, smoke, bacteria, and other harmful materials. These products became increasingly popular following the outbreak of the coronavirus throughout the world in early 2020. Health officials in many areas recommended that people wear some kind of protective mouth covering any time they went outside
G95 wanted media coverage that highlighted the unique properties of its product line, as well as elevated the profile of the business overall. The company also asked INK to help publicize the fact that, as a result of supply chain issues with Chinese manufacturers impacted by the coronavirus shut down overseas, G95 was moving the majority of its production to a manufacturing facility in the United States.
Our first step was simply to let the national and local media know that this kind of technology was available (and that it really worked). This was essentially a brand new product category…fashionable filtration gear. So a lot of our initial efforts were focused on education and awareness.
Once the coronavirus pandemic hit the United States, the media were thirsty for stories, but skeptical if the story ideas seemed too promotional or self- serving. We worked to tailor our outreach so that it highlighted the benefits of the G95 products, but also provided useful insight to the media on how the coronavirus outbreak was impacting businesses. By sharing the details of the struggles and challenges faced by G95’s founder, we were also able to share the story of the benefits of the G95 products.
INK’s initial outreach resulted in a features story in the Wall Street Journal and several favorable product reviews, including Outside Magazine. Once the coronavirus pandemic hit, we landed multiple stories in local markets in Michigan, where G95’s manufacturing plant was located. That was followed by profile pieces on CNBC and in Fast Company.
INK’s initial outreach resulted in a features story in the Wall Street Journal and several favorable product reviews, including Outside Magazine.
Once the coronavirus pandemic hit, we landed multiple stories in local markets in Michigan, where G95’s manufacturing plant was located.
That was followed by profile pieces on CNBC and Fast Company.
You don’t need to carry your mask with you, you can just zip the hood—made of filtering material—up tight around your face.