Client: Applause, Inc.
What they do: Applause, Inc. is a leading manufacturer of gifts, collectibles, stuffed animals, beanbags and action figures.
PR Goal: A PR strategy was needed to support the “Susan Bear”, a special stuffed animal release for Breast Cancer Awareness Month. Proceeds from the sale of Susan Bears had been pledged to support the non-profit Komen Foundation.
Results: The program developed and implemented by Carter-West Public Relations resulted in extensive coverage of the Susan Bear stuffed animal in major daily newspapers and trade publications, plus a 3-minute piece on Fox Morning News, one of the top-rated morning news programs.
Marketing executives at Applause, Inc. felt they could not have gotten better coverage of the product with paid advertising. Their supply of Susan Bears was quickly exhausted with sales figures beyond expectations.