True Scoops is an at-home ice cream brand founded by Kelly Williamson and Shelly Marshall. With both founders having extensive experience in the ice cream and confectionary industry, they were faced with the question, “Why isn’t ice cream more of an experience?” With this, Kelly and Shelly got to work, not only in developing great-tasting ice cream but creating an experience along with it. An experience that could be enjoyed by parents and their children, couples on a fun date, or your friends.
True Scoops wanted to have a strategic press push that can generate substantial media coverage to raise brand awareness and traffic, in time for a launch that they’ll have in June of 2021. It was important for them to generate awareness around the True Sccops brand and position the brand as the top DIY dessert brand. They also aimed to create media exposure for the company’s founders, Kelly Williamson and Shelly Marshall, to share the story and mission behind the brand.
With these goals in mind, Publicity For Good sought to secure product placements highlighting both True Scoops’ products and its unique brand story. We also made sure to secure features and mentions in family and lifestyle publications and blogs, business publications to highlight the business, its founders, and True Scoops’ innovations in food in the marketplace. Overall, we sought to raise awareness by highlighting the best qualities of True Scoops’ products and what distinguishes it from its competitors.
We were able to secure 26 media opportunities with True Scoops, 18 of which are already live. Our live media opportunities were able to accumulate a total reach of 57.8 million media impressions across several media outlets. We were able to book features with WFLA-TV, Before It’s News, Trendhunter, Brit+Co, KSNV, Better Connecticut WFSB-TV, Western Mass news, Fox 17 Morning Mix, Hometown Living WSBT 22, Express Press Release among many others. In total, our campaign’s estimated publicity value is $169,000.
We crafted a well-received press release, announcing the launch of the brand, and saw the release published in hundreds of outlets. Publicity For Good worked to secure television segments for True Scoops, offering the opportunity to demo and promote their products live on air. This allowed the founders of True Scoops to demonstrate the fun activities anyone could enjoy anytime with True Scoops.
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