OUR APPROACH
Fineman PR has worked on projects for
Baskin-Robbins since 2016, providing us the unique opportunity to craft media
outreach around creative products for the world’s largest chain of ice cream specialty
shops.
In 2018, the company launched a “milkshake mixology” program,
encouraging guests to create their own custom milkshake by choosing two of the
brand’s wide selection of ice cream flavors to make a unique blend. Fineman PR drove
the local activation of this initiative by providing strategic counsel and media/influencer
relations support around a St. Patrick’s Day sampling event for the Mint Chip
‘n Oreo Cookie blended creation.
We developed a two-pronged approach. First, we
targeted media outlets and journalists known for their focus on food across the
San Francisco, Sacramento and Central Valley markets, offering top tier outlets
product drops and custom-generated product photos. Then, we carefully selected
“foodie” influencers with followers that matched our key demographics to
partner with and enhance buzz around the event on social media.
WHAT WE ACHIEVED
- Fineman
PR secured over 8.7 million media impressions in San Francisco Bay Area,
Central Valley and Sacramento markets within a two-week period.
- Coverage
– from Eater SF to Time Out SF, KTVU-TV and KGO-TV – spanned a range of outlets
from broadcast on local TV and radio stations, to online articles and social
media influencer posts.
