case studies

Harry Barker

Reach new audiences and shift brand perception: reposition from Southern niche to premium mainstream lifestyle brand.

GOLD partnered with Harry Barker to shift brand perception from a conservative niche pet company to a premium lifestyle brand by driving news, engagement and awareness during a time where many pet accessory brands were competing for media and consumer attention. Primary objectives included continuing to drive attention amongst the brand’s core boomer/Gen X target while also broadening its appeal to reach a new, younger millennial audience.

case studies | Harry Barker

Results

consumer media impressions across

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national media placements

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Social Media impressions,

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increase in engagement

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increase in followers

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influencer impressions

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Positive Media Coverage Generated

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YOY brand ecommerce revenue increase

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Our Approach

Launched a brand “refresh” timed with latest Spring/Summer product line with a new brand story, mission statement, collateral and website/social content that elevated the brand to new audiences while still being true to its heritage and key principles
Secured earned media coverage in more than 355 top-tier, national lifestyle outlets which rarely (or never) covered the brand previously including USA Today, People, NY Mag, Brit+Co, Vogue, MSN, Forbes and BuzzFeed
Designed & produced custom mailers for media & trade product outreach
Partnered with paid influencers and organic trade influencers who delivered authentic reviews and custom content
Delivered an integrated social strategy to support brand goals, established new process around community management & customer service and elevated social creative to drive HOH increases across all brand KPI