Prospector Popcorn is more than just the biggest popcorn player in the Northeast, they’re on a mission to uplift the lives of a highly underrepresented sector of the community. The people with disability (PWD) community is plagued with several issues detrimental to their personal and financial well-being. In America, an estimated 82% of people with disability are jobless and are, at times, faced with job discrimination for the simple fact that they’re disabled. Prospector Popcorn has helped alleviate this concern by hiring people with disabilities which they fondly call prospects.
Publicity For Good was posed with the challenge of spreading awareness about Prospector Popcorn’s, and the Prospector Theater’s mission in order to drive up sales. Furthermore, they also wanted to be established as the best popcorn brand in the North East, coupled with a meaningful mission to help people with disabilities. They yearned for influencer features, particularly for their new flavors. We heavily capitalized on earning media opportunities for National Popcorn Day, featuring them as both the best gourmet popcorn brand around as well as a purpose-driven brand helping a disadvantaged group find fulfillment.
Leading up to National Popcorn Day on January 19, 2023, we were already able to collect a total of 76 media opportunities, 69 of which are already live. Our live opportunities included both major and minor publications across several forms of media such as Pure Wow, Deliciously Savvy, CBS NY, WRCH Mornings with Mike & Mary, NBC Connecticut and The Review Wire. In total, these live links were able to amass a total reach of over 79.5 million media impressions. We were also able to send out a total of 54 product samples to a variety of outlets and influencers for product features and reviews. For website traffic, we used a UTM link to track analytics for the brand. Prospector Popcorn’s website was visited by 108 new users, 60% of which used the National Popcorn Day tag, and the remaining used the brand’s Valentine’s Day tag.
For National Popcorn Day alone, Prospector Popcorn enjoyed a single-day revenue that’s 84% higher than the previous single-day record from 2022. Moreover, revenue was up by 3,900% than the previous year’s National Popcorn Day. 94% of revenue was attributed to first-time buyers. For the first time as well, Prospector Popcorn achieved a page 1 ranking on Google in the United States.
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