In September 2014, AR|PR client KidsLink planned to launch its parenting app in Atlanta, Charleston and Charlotte. The innovative app serves as a private social network and world-managing tool, allowing parents to organize their family’s important information, milestones and memories while preserving their children’s digital legacy. With hundreds of parenting apps in the market, KidsLink needed to break through the clutter and demonstrate success in its first markets. AR|PR strategically crafted a social media and media relations campaign to capture the attention of local print, online and television outlets to create buzz and drive app downloads.
Leading up to launch, AR|PR crafted a comprehensive launch strategy which included media and blogger relations, social media campaigns and digital advertising plans. With the focus on local markets, AR|PR developed and executed a media relations campaign that leveraged the app’s local hospital partnerships and positioned KidsLink as a digital safety solution for parents. The firm created a press release specific to each market, as well as media pitches tailored by location and outlet. On the day of the launch, AR|PR distributed the press release through the wire and sent targeted pitches to key reporters. The agency created ad campaigns on Twitter and Facebook, as well as strategically engaged on social media to drive app downloads and build relationships with influencers, reporters and bloggers. Almost simultaneously, the Snapchat app was hacked and 98,000 private pictures and videos of users were released to the public. AR|PR saw this as an opportunity to leverage KidsLink as a local solution to the national cyber security crisis.
KidsLink landed TV news segments in all three markets, which promoted the app and positioned the company as online safety experts. In just three months, KidsLink received over 5 million media impressions in local media outlets including Atlanta Tech Edge, The Post and Courier, Times Union, Everyday Family and Simply Buckhead. The Atlanta Journal Constitution ran a full-length feature story on the app, which captured a whopping 10% of the outlet’s website traffic the day it ran. Social media engagement resulted in conversations and potential partnerships with top parenting influencers. The social media ads received more than 450 website clicks and performed better than 85% of ads with similar budgets. As a result of this successful approach, KidsLink renewed its relationship with AR|PR and shortly thereafter, the app landed on the homepage of Yahoo!, appeared on CBS’ daytime show The Doctors, partnered with top parenting safety influencers and appeared on five additional television stations across the U.S.
*Campaign named 2015 PRSA Phoenix Award Winner as well as Best of Phoenix Finalist. Also awarded a Platinum 2016 Hermes Creative Award in the media response category, and was a finalist for the 2016 PRDaily Media Relations Awards.