Throughout our 10 years in business, lotus823 has continued to exceed client goals and deliver measurable PR and digital marketing results for many well-known brands in the housewares industry. One example of this is our recent work with CHI. With a detailed public relations strategy aimed to secure placements in top-tier publications in place, the lotus823 team helped grow CHI’s media presence for their line of style irons. Check out how we did it below!
CHI is an over 30-year-old brand that is well-known for its beauty irons and hair products. The company also has an innovative line of clothing irons that are designed to achieve the same trusted results on customers’ wardrobes as they’ve come to expect using CHI products on their hair. These cutting-edge irons simplify the ironing experience with CHI’s signature titanium-infused ceramic plate technology, multifunctional design, and much more.
In 2019, CHI began a partnership with lotus823, tasking the agency with managing the brand’s public relations activities. The main focus in 2020 was to build buzz around the launch of CHI’s Handheld Steamer by ensuring top-tier publications tested and reviewed the product in time for launch and The Inspired Home Show (TIHS). However, TIHS was canceled only two weeks before its scheduled date- leaving our team to pivot strategies quickly and effectively.
To meet these goals, lotus823 developed an aggressive public relations strategy focused on optimizing CHI’s press exposure, beginning with thorough research of media contacts to build an extensive media database. lotus823 crafted tailored brand and product pitches addressing the themes of fashion, travel essentials, crafting, gifting, and more to generate excitement around the Handheld Steamer
To further enhance the media attention surrounding the launch, lotus823 researched and presented a satellite media tour (SMT) opportunity for CHI to participate in. The SMT was focused on generating excitement around products that would be showcased at The Inspired Home Show.
lotus823’s outreach efforts resulted in coverage by a multitude of top media, including HomeWorld Business, Good Housekeeping, Parade.com, and more. The overall impressions from the partnership resulted in 57 million and counting.
The satellite media tour garnered coverage from Yahoo, San Francisco CBS, New York CBS, and many more resulting in more than 9 million impressions.
Good Housekeeping also featured the CHI Handheld Steamer as a Laundry Star winner of the 2020 Good Housekeeping Top-Tested Cleaning Awards!
To learn more about the strategy and our results with CHI, view our full case study.