Lighting Up Sales: A Media Strategy for Phantom Fireworks
Boosting sales, safety awareness, and national recognition during the unprecedented first year of COVID-19
Phantom Fireworks
In response to the challenges posed by the COVID-19 pandemic, Phantom Fireworks partnered with Sinclair Agency to execute a strategic earned media campaign. The campaign addressed potential supply shortages, promoted safety messaging, and amplified the brand's visibility during a pivotal time for the fireworks industry.
By leveraging targeted media outreach, social media content development, and press releases, the campaign successfully engaged a national audience while supporting the opening of three new retail locations.
Timeline
2020-2021
Initiatives
- Issued press releases highlighting early purchases and safety messaging.
- Conducted targeted media outreach, securing coverage in over 1,300 outlets.
- Developed and shared cohesive social media content to amplify key messages.
Services
- Strategic Earned Media Campaign
- Media Outreach
- Social Media Content Development
Proactive Communication in a Challenging Landscape
Sinclair Agency designed and executed a comprehensive media strategy for Phantom Fireworks, focusing on addressing potential supply chain disruptions and promoting consumer safety ahead of the Fourth of July holiday.
Two targeted press releases were crafted and distributed to emphasize early purchasing and safety, supported by social media content that reinforced key messages. Media outreach efforts focused on engaging reporters in key markets and securing national coverage, including mentions in Yahoo!, USA Today, and People. The cohesive, multi-channel approach ensured consistent messaging across platforms, driving consumer engagement and trust.
Explosive results and national recognition
The strategic media campaign delivered outstanding results for Phantom Fireworks during a challenging period. The 2020 campaign led to a 115% increase in sales compared to the previous year, marking one of the company’s best years ever. The earned media push resulted in over 700 mentions in 2020 alone, with consistent national and local media coverage extending into 2021.
The campaign successfully bolstered Phantom’s brand visibility, addressed supply concerns, and promoted safety awareness, ensuring long-term customer trust and loyalty.
115%
Sales Increase
1,300
Earned Media Mentions
