Real. Resourceful. Results.

Real.
Resourceful.
Results.
5W PUBLIC RELATIONS
OUR STORY
TABLE OF
CONTENTS
AGENCY OVERVIEW
THE 5W FORMULA.....................................................................................................................3
ABOUT 5W PUBLIC RELATIONS............................................................................................5
5W PRACTICES AND SERVICES.............................................................................................7
AGENCY MILESTONES.............................................................................................................9
CLIENT HIGHLIGHTS..............................................................................................................13
ABOUT 5W FOUNDER, PRESIDENT AND CEO RONN TOROSSIAN.........................41
CASE STUDIES
SPARKLING ICE.........................................................................................................................15
FOOD AND BEVERAGE
ZETA INTERACTIVE..................................................................................................................17
CORPORATE
CAMP BOW WOW....................................................................................................................19
TRAVEL AND HOSPITALITY
JETSMARTER.............................................................................................................................21
TRAVEL AND HOSPITALITY
FORTER....................................................................................................................................... 23
TECHNOLOGY
WELCH’S FRUIT SNACKS.......................................................................................................25
FOOD AND BEVERAGE
VIDEOBLOCKS..........................................................................................................................27
TECHNOLOGY
KRUPS..........................................................................................................................................29
CONSUMER PRODUCTS
SPRING OWL.............................................................................................................................31
CORPORATE
GROUPE SEB HOLIDAY...........................................................................................................33
CONSUMER PRODUCTS
ROBLOX......................................................................................................................................35
TECHNOLOGY
COLMAN’S MUSTARD.............................................................................................................37
FOOD AND BEVERAGE
CELSIUS......................................................................................................................................39
FOOD AND BEVERAGE
THE
FORMULA
While the medium and message constantly evolve,
the formula for great public relations remains a
simple equation:
Who is it about? +
What happened? +
When will it take place? +
Where will it take place? +
Why will it happen/do we care?
= Attention
The 5W’s drive positive buzz for your brand, your business, your issue, your product,
and your passion. And in today’s saturated media world, attention may very well be
the most valuable form of currency. But it takes experience, expertise and innovative
thinking to deliver your message in the manner and medium you want.
5W Public Relations (5W) practices offer deep expertise, smart, resourceful programs
and professionals who deliver game-changing results to our clients. We pair our
powerful, industry-leading media efforts with comprehensive marketing services to
deliver results for every client. Our teams thrive on solving challenges and creating
new strategies to help our clients improve their image, sales and bottom-line results.
A results-driven communications firm, we attribute our success to the relationships
we have with members of the media and intimate relationships far beyond media,
including government entities, celebrities, and influencers that can increase our clients’
return on engagement and marketing investment.
5W’s campaigns deliver maximum media coverage, an impactful social media presence,
and true brand resonance. Our successes are also a result of our keen understanding
of the importance of close communication with our clients. The successes we deliver
stem from a close partnership, an understanding of clients’ needs, and a strategic
approach to designing programs that accomplish their goals.
3
WHO
WHAT
WHEN
WHERE
WHY
4
5W was selected as a
Top 20 PR Agency
by O’Dwyer’s
5
ABOUT
5W PUBLIC
RELATIONS
5W Public Relations helps some of the world’s most admired brands,
corporations, issues and personalities reach new heights. Whatever
the goal -- move people to action, change opinions, help an idea
catch fire, dominate a market -- our team of 130 professionals
know how to engage the people who matter most to your business
through sophisticated programs that capture attention in a crowded,
distracted world.
Our confident, resourceful and thoroughly modern approach to public relations
helps some of the most respected names in B2C (Beauty & Fashion, Consumer
Brands, Entertainment, Food & Beverage, Health & Wellness, Technology, Travel
& Hospitality); B2B (Corporate Communications, Reputation Management, CSR,
Sustainability Communications); Public Affairs, Government Relations and Crisis
Communications move their businesses forward. Whether launching a new
product, influencing public sentiment, executing high profile events, clutter-busting
a crowded marketplace, or developing strategies that drive tourism for an entire
country, on a national and international scale, 5W’s campaigns deliver maximum
media coverage, an impactful social media presence, and true brand resonance.
While we’re proud of what we’ve accomplished in our first decade of business,
it’s not our broad capabilities, top-tier rankings or list of awards that makes us
unique. It’s our deep understanding of what moves a business forward and our
ability to engage the people who will make things happen. Clients recognize our
commitment to achieving their goals, and have benefitted from our strategic,
creative approach to widespread visibility that establishes their authority on both a
local and global scale.
Founded in 2003 with offices in New York and Denver, 5W has been named 2015’s
PR Agency of the Year third year in a row at The American Business Awards and
was honored with a Gold Stevie®, the highest honor bestowed by the nation’s
premier business awards program. Agency President and CEO Ronn Torossian
has also been honored by the American Business Awards as Communications,
Investor Relations, and PR Executive of the Year in recognition of his professional
achievements and contributions to the public relations industry. 5W has been
named to the INC. 5000 and is consistently recognized as one of the PR industry’s
fastest-growing and most innovative agencies.
5W was selected as
2015’s PR Agency
of the Year for the
third year in a row
at The American
Business AwardsSM
6
5W
PRACTICES
AND SERVICES
5W Public Relations (5W) practice areas
offer deep expertise as well as smart,
resourceful programs and professionals
who deliver game-changing results.
We pair our powerful, industry-leading media relations efforts
with comprehensive marketing services to deliver results
for every client. Our teams thrive on solving challenges and
creating new strategies to help our clients improve their
image, sales and bottom-line results.
7
PRACTICE AREAS
SERVICES
INTEGRATED
MARKETING
EVENT
MANAGEMENT
CELEBRITY &
INFLUENCER
RELATIONS
PUBLIC
RELATIONS
Real.
Resourceful.
Results.
PRODUCT
INTEGRATION
STRATEGIC
PLANNING
REPUTATION
MANAGEMENT
SOCIAL MEDIA
& DIGITAL
MARKETING
8
AGENCY
MILESTONES
JAN
JAN
5W Public Relations (5W) is
founded by entrepreneur
Ronn Torossian. It consists
of Ronn and one intern
working in a 400 square
foot rooftop office for
three clients.
FEB
JUL
PATINA
RESTAURANTS
5W adds The Patina
Restaurant Group, the
nation’s leading multiconcept restaurant and
food service operator in
the premium segment,
to its hospitality client
roster.
NY TIMES
5W Founder Ronn Torossian is
featured in a two­page article in
The New York Times.
JUN
GOING WEST
5W expands westward with the
launch of Los Angeles office.
2003
2004
2005
SEP
EXPANSION
JAN
5W hires its twelfth
employee, and due to
rapid expansion moves
into new offices in
Midtown Manhattan.
The PR firm celebrates
the move by signing
its first government
account, The Israeli
Ministry of Tourism.
BIGGER CLIENTS
5W signs fashion retail giant The United
Retail Group, holding company for
AVENUE, one of the largest plus-size
clothing brands in the United States.
NOV
MLK JR.
DEC
EMMY
2006
AUG
5W handles all media for the Ground breaking
Ceremony on the National Mall in Washington DC
for the Martin Luther King, Jr. Memorial Project
Foundation. Martin Luther King, Jr. is the only non­
President awarded a four-acre memorial plot on
the National Mall.
A news segment placed by 5W wins an Emmy
for Outstanding Interpretation or Analysis of a
Business News Story in a Regularly Scheduled
Newscast for its CBS Sunday Morning News
segment on client Wolfgang’s Vault.
9
MORE
GROWTH
For the second
consecutive year, 5W
is named the Fastest
Growing PR Firm in the
United States, and hires
its 5Oth employee.
FAST GROWTH
5W is named the Fastest
Growing PR Firm in the United
States, and wins Boutique PR
Agency of the Year honors
from The Holmes Report. The
company now employs 30 fulltime staffers and again relocates
to a midtown 10,000+ square
foot office to accommodate
its continued growth in both
clients and employees.
5WPR FOUNDED
JAN
40 UNDER 40
Ronn Torossian is named to
Advertising Age’s coveted “40
under 40” list, the only CEO of
a PR agency named to the list.
JAN
JAN
MOVING UP
MICROSOFT
AND XM
5W is hired by Microsoft and
XM Radio to handle their
public relations.
5W scores a three-peat as
“Fastest Growing PR Agency in
the U.S.” honors and officially
breaks in to the Top 25 list
of independent firms. The
company celebrates with the
hiring of its 75th employee.
JUL
DONALD J. PLINER
AND SAE INSTITUTE
Donald J. Pliner, the iconic
footwear and accessory brand,
and SAE Institute, the world’s
foremost audio engineering,
animation, multimedia and film
training institute, hire 5W as
AOR.
2010
HARRAH’S
DEC
SEP
NOV
ENTREPRENEUR
OF THE YEAR
SEMI-FINALIST
Ronn Torossian, CEO and
Founder of 5W, is selected
as a Semi-Finalist for the
prestigious 2010 Ernst and
Young Entrepreneur of
the Year awards, New York
region.
HEALTHCARE
EXPANDS
2009
Harrah’s Entertainment,
the world’s largest
provider of branded casino
entertainment, engages 5W.
EVEN MORE
GROWTH
APR
5W makes significant
employee hires in the
agency’s healthcare PR
practice stemming from
the addition of Kinray,
the largest privately held
pharmaceutical wholesale
distributor in the U.S., and
Cinergy Health, one of
America’s largest private
health insurance solution
companies, as clients.
5W adds iHOP and Loews
Regency to the firm’s expanding
roster of top-tier restaurant &
hospitality/travel PR clients, which
includes The Rink at Rockefeller
Center, The Patina Restaurant
Group, and Philippe.
2008
MAY
DEC
Forbes releases list of the
400 richest people in the
world; 5W serves as PR
agency of record for two
of its members .
IHOP AND LOEWS
BORN FREE AND
PHILIP STEIN
BornFree, the BPA free baby
company, and Philip Stein
Watches hire 5W.
FORBES 400
CLIENTS
JUL
MAR
2007
APR
5W dominates events at
the Sundance Film Festival
for the second year in a
row, with 5W celebrity PR
events attracting Paris and
Nicky Hilton, as well as
Mary Kate Olsen, among
others.
5W moves offices for the
fourth time in five years
due to rapid growth, taking
on 22,000 square feet in a
Class A Building in Midtown
Manhattan. The company
now has a total of 90
employees in both New York
and Los Angeles.
JUL
JAN
FILM AND
CELEBRITY
LICENSING
INTERNATIONAL EXPO
Licensing International Expo, the
leading trade show serving the
estimated $191 Billion licensing
industry, re-hires 5W for the second
year to direct PR activities for the
29th year of the show.
DELIVERY.COM
AND EL AL AIRLINES
5W hired as Agency of Record
(AOR) by Delivery.com, a
Cantor Fitzgerald business
unit. EL AL Airlines hires 5W
to manage all public relations.
AWARD WINNING
LAUNCH STRATEGY
5W client Apra International is
presented with the prestigious
2010 WWD Beauty Biz Award for
“Best Executed Launch Strategy”
in the Mass Fragrance category
for its Jordin Sparks “Because
of You” fragrance; the launch
strategy and all marketing and
beauty PR efforts were created
and executed by 5W.
10
APR
KRUPS
APR
5W named AOR for KRUPS, iconic
manufacturer of coffee makers and
espresso machines, blenders, mixers,
and toaster ovens.
MAR
PROMOTION IN MOTION
CONSUMER
PRODUCTS EXPAND
T-fal ActiFry names 5W its Public AOR,
joining the PR firm’s diverse client
roster of leading consumer products
brands.
5WPR as PR firm for T-fal ActiFry secured
a tweet from Oprah Winfrey stating “This
machine…T-fal ActiFry has changed my
life. And they’re not paying me to say it,”
along with an Instagram photo of Oprah
holding the appliance. The company’s
stock skyrocketed to record-breaking
numbers, and sales boomed.
5W named AOR for Promotion in
Motion, North America’s premier makers
of fruit snacks, other snack products and
confections, to promote WELCH’S Fruit
Snacks and Fruit ‘n Yogurt Snacks, SUNMAID Milk Chocolate Raisins, My M &M’S
Brand Chocolate Candies, SOUR JACKS
Sour Candies, Gummy Factory Gummi
Bears and others.
JUN
JUL
MAY
2012
AMERICAN
BUSINESS AWARDS
5WPR named a finalist in the Public
Relations Agency of the Year category
in The 2013 American Business Awards.
Ronn Torossian, founder & CEO of 5WPR
named a finalist in the PR Executive of
the Year category.
CANADA HIRES 5W
Canadian Government hires
5W to promote travel &
tourism for Travel Alberta.
2011
OPRAH AND
T-FAL ACTIFRY
2013
JUN
OCT
THE STEVIE AWARDS
CEO RONN TOROSSIAN
RELEASES BOOK
Ronn Torossian, Founder and CEO of 5W
releases the consummate guidebook for
public relations in the modern era, “For
Immediate Release: Shape Minds, Build
Brands, and Deliver Results with Game­
Changing Public Relations.” Available in
bookstores across the country, and online,
the book is a best selling Amazon.com PR
book, and the first to be written by a CEO
of a Top 50 PR agency.
11
DEC
5WPR named Gold Stevie Award winner
in the Public Relations Agency of the Year
category in The 2013 American Business
Awards. Ronn Torossian, founder & CEO of
5WPR, is named a Silver Stevie award winner
in the Communications, Investor Relations,
and PR Executive of the Year category.
WESTMINSTER
KENNEL CLUB
5W expands consumer
lifestyle practice, winning the
Westminster Kennel Club.
OCT
PR NEWS PLATINUM
AWARDS
PR News’ Platinum Awards presents 5WPR
with 2013 Mid-Size PR Agency of the Year,
Honorable Mention.
FEB
AEROSOLES
AND O’DWYERS
MAY
5WPR adds AEROSOLES to its
roster of fashion and apparel clients.
Simultaneously, the agency is named
12th largest agency for Food &
Beverage category by O’Dwyers, a
leading PR Trade magazine.
JUN
THE SABRE AWARDS
5W’s technology division honored with
a Holmes SABRE Award for its work on
behalf of VideoBlocks in the category of
web-based businesses.
THE STEVIE AWARDS 2014
5WPR honored with four Stevie Awards from the
American Business Awards. The agency receives
a Gold Stevie for its work on Cold-EEZE Cold
Remedy Products Campaign as well as Bronze
Stevie Awards in three additional categories:
2014 PR Agency of the Year, PR Executive of the
Year for CEO Ronn Torossian and PR Campaign
of the Year - Business to Business Category.
JUN
5W receives a Silver Stevie Award in the
Agency of the Year category from the
American Business Awards, marking
the third consecutive year the agency
is honored among the top public
relations agencies with this award. 5W
also receives a Gold Stevie for its travel
division’s campaign for Jetsmarter, a
Silver Stevie Award for its tech division’s
VideoBlocks campaign and a Bronze
Stevie Award for its consumer division’s
Camp Bow Wow campaign.
TECH AND GAMING
5WPR named AOR for Guillemot Corporation’s
interactive entertainment hardware and
accessories brands, Hercules and Thrustmaster.
Hercules, an established leader in speaker
systems, digital DJing devices and WiFi solutions,
and Thrustmaster, a leader in global gaming
products, join 5WPR’s growing technology and
gaming practice.
2014
2015
AUG
OCT
NOW
GROWTH
AND SUCCESS
5W Public Relations helps
some of the world’s best
brands to tell their story and
build their following. 5W’s
smart, resourceful team works
in the here and now while
continuously keeping our eye
on the future. This formula for
success works: 5W is one of
the 20 largest PR firms in the
U.S.
NOW
PR NEWS AWARDS
5WPR named finalist for three
awards in PR News’ 2015
Platinum PR and Agency Elite
Awards.
AWARD WINNING YEAR
5WPR continues its award-winning 2014,
receiving a total of five awards from PR
News in its prestigious PR Agency Elite and
Digital PR Awards program. The agency took
home wins in the categories of Marketing
to Women and Marketing to Latinos for its
work on the Rowenta Beauty and IMUSA
campaigns, respectively. In addition, 5WPR
received honorable mentions for its work on
Cold-EEZE® Cold Remedy (Product Launch
category), DigitalOcean (Business to Business
category) and again for IMUSA in the category
of Digital/Social Media.
THE STEVIE
AWARDS SWEEP
NOV
MILLIONS
AND GROWING
5WPR reaches revenue
milestone of $22MM.
12
5W
CLIENT HIGHLIGHT
13
DUANE READE
GROUPE SEB
The New York metro area’s largest
regional drug store chain
One of the world’s leading producers of
small appliances whose brands include
Krups, Tfal, All Clad, and Rowenta
JETSMARTER
MEDIFAST
A mobile app that gives consumers
access to the largest private jet
marketplace in the world
The third largest weight loss and weight
management company in America
SPARKLING ICE
SPRING OWL
Naturally flavored sparkling water that is
the go-to alternative to soft drinks and
sparkling waters currently on the market
A New York-based firm that provides
investment management services to
private pooled investment vehicles
AVANT
ZETA INTERACTIVE
A fast-growing marketplace lending
platform that is lowering the costs and
barriers of borrowing for consumers
A leading big data company and
customer lifestyle marketing company
14
CASE STUDY 1
SPARKLING ICE
Talking Rain, the company behind Sparkling Ice, has become
one of the fastest-growing beverage companies in the U.S.
OBJECTIVE
Sparkling ICE engaged 5W in early 2012 to help the brand break through the clutter
of the crowded beverage space to become the preferred water for refreshment
and flavor. To break the mold of the water category, 5W positions Sparkling ICE as
the go-to alternative to soft drinks and sparkling waters currently on the market,
while raising awareness among consumers and highlighting it as a refreshing and
great-tasting zero-calorie beverage to accompany a healthy lifestyle.
5W maintains strong momentum within the consumer space by garnering consistent national, regional
and local media coverage for the brand, utilizing brand predications and messaging to build new
relationships as well as strengthening more established ones.
“Our partnership with 5W over the past three years and combined focus on SPARKLING ICE
has helped Talking Rain become one of the fastest growing beverage companies in the U.S.
The talented, passionate, hard-working 5W team has exceeded our expectations.”
- Nina Morrison, Vice President, Talking Rain Beverage Co., Makers of Sparkling ICE
15
STRATEGY
While conducting continuous outreach, 5W also builds authentic partnerships with respected influencers and
organizations who share the brand’s vision, adventurous spirit, and philanthropic nature, as well as secures national
and regional brand ambassadors. 5W has provided non-stop, diligent media support and consult when the brand
tapped into big names such as NBA MVP Kevin Durant and Seattle Mariner Robinson Cano to become the faces of
Sparkling ICE.
Moreover, the overall strategy includes an element of corporate social responsibility by way of partnerships with wellknown names in the space such as Susan G. Komen, Children’s Miracle Network and The Boys & Girls Club, which
portray Sparkling ICE as a symbol of family and friends coming together. Additionally, 5W pursues an aggressive
product sampling campaign via influential consumer and industry partners and events, including iHeartRadio, New
York Fashion Week, Roc Nation, Vh1 Save the Music, and DreamWorks, that further expose the brand to new and
potential consumers.
Food and Beverage
5W carefully and successfully executes a pragmatic, aggressive consumer awareness
and corporate communications public relations plan that consistently disseminates key
messaging to consumer, business and trade media.
RESULTS
Increased sales by 440% since starting with 5W, while
helping its parent company, Talking Rain, become one of
the fastest-growing beverage companies in the U.S.
In one year alone, secured 780 media placements
resulting in over 1.6 billion media impressions.
Top tier placements including: The Wall Street Journal,
CNBC’ s Mad Money with Jim Cramer, Forbes, SHAPE,
Marie Claire, Glamour, Every Day with Rachael Ray,
Family Circle, The Daily Meal, The Nibble, ESPN and
many more.
Sparkling Ice increased sales by 440% since starting with 5W
Awards and accolades including: The Beverage Forum’s
“Company of the Year” for 2012 and 2014, Beverage
World’s “2014 Liquid Refreshment Company of the
Year,” CEO Kevin Klock named “Person of the Year” in
the BevNet “Best of 2013” Awards, and Inc. Magazine’s
Fastest-Growing Private U.S. Companies 2014.
NBA MVP Kevin Durant with Sparkling Ice, a placement by 5W
16
CASE STUDY 2
ZETA INTERACTIVE
5W highlighted Zeta Interactive’s expertise in using big data to
help brands more effectively reach targeted consumers
OBJECTIVE
Zeta Interactive, a leading big data and customer life cycle marketing company
founded by serial tech entrepreneur, David A. Steinberg, and former Apple CEO,
John Sculley, came to 5W in June 2012 to help build awareness of its proprietary
data-driven tools and capabilities among industry analysts and decision makers at
Fortune 500 companies and middle market brands.
In addition to building Zeta Interactive’s brand through analyst briefings, media outreach, strategic
conference participation and other strategies, 5W was also tasked with helping position David Steinberg,
as a thought leader in the areas of entrepreneurism, technology and marketing.
“From strategy to implementation, forward thinking marketing skills to utilizing PR to grow
our business, 5W has helped us grow into one of the largest big data companies in the world.
This PR firm is smart, focused and a business partner for us.”
- David Steinberg, Zeta Interactive
17
5W has developed a strategic PR plan for aggressive media outreach on behalf of Zeta
Interactive, focused on highlighting the company’s expertise in using big data to help brands
more effectively reach targeted consumers as well as leveraging David’s background as
an industry expert and serial entrepreneur to secure opportunities for him as a featured
contributor and expert commentator.
5W utilizes Zeta Interactive’s creative initiatives to maintain consistent and relevant coverage for the company. This
has included: Hosting a panel discussion on Super Bowl advertising featuring David Steinberg and John Sculley,
securing media around the company’s cutting edge outlook on industry trends, and leveraging company news and
announcements.
Corporate
STRATEGY
To further build credibility and presence for the company, 5W also leverages Zeta Interactive’s innovative offerings
and industry-leading strategies to secure industry honors and awards.
RESULTS
5W has helped Zeta Interactive secure several
industry awards and honors, including inclusion on
the competitive “Crain’s New York - Top 150 Privately
Held Companies” and prestigious “Forbes 2014 Most
Promising Companies in America” lists.
5W has helped Zeta Interactive secure several industry awards
5W has secured consistent monthly media opportunities
for Zeta Interactive over the past three years, with over
150 placements across print, web and broadcast media,
totaling to over 900 million unique media impressions.
5W has secured over 100 feature opportunities
highlighting Zeta Interactive’s powerful and unique
offerings for consumer lifestyle companies with media
including: The Wall Street Journal, Forbes, CNBC, Fast
Company, Bloomberg, Business News Daily, Business
Insider, AdExchanger, Crain’s New York, New York Post,
TechCrunch, New York Business Journal, Advertising Age,
and Financial Times.
5W leveraged CEO and founder David A. Steinberg’s background
as an industry expert and serial entrepreneur
5W has secured over 50 opportunities for contributed
guest articles, expert commentary and executive profiles
around Zeta Interactive’s executives including placement
in: The New York Times, The Wall Street Journal, Forbes,
TODAY, Fox News, Fox Business, Bloomberg, Wired, The
Huffington Post, VentureBeat, Inc., Advertising Age, and
DigiDay.
18
CASE STUDY 3
CAMP BOW WOW
5W was able to bring “Camp Bow Wow” into the mainstream quickly
and efficiently with a mix of traditional and anti-traditional PR strategy.
OBJECTIVE
Camp Bow Wow is a leading Doggy Day and Overnight Camp providing the
highest levels of fun, safety and service for dogs and peace of mind for their
owners.
The franchise encompasses over 100 Camps and 75 Home Buddies territories nationwide, including
one in Canada. The company came to 5W with two main objectives: the first being its ‘Bad to the Bone
Campaign,’ in which the brand wanted 5W to create and execute a meaningful campaign designed
to not only promote Camp Bow Wow’s philosophy of the importance of proper pet training, but also
heighten overall brand awareness.
The second objective was a campaign to equally engage consumers and individual franchise owners
across the country. This would prove more of a challenge, considering the increase in competition
within the pet care/day care/training space, as well as the cost barrier to open a franchise.
That being said, Camp Bow Wow tasked 5W with creating a year-long program that would encompass
the following components: a strong social media initiative, incorporate all Camp Bow Wow services
(i.e. Camp Bow Wow, Home Buddies, and Bow Wow Behavior Buddies), and enhance franchise sales
as a whole – all culminating with the end goal of establishing Camp Bow Wow as a viable business for
pet-loving entrepreneurs.
19
STRATEGY
The second part, the Bad to the Bone campaign, was implemented to educate consumers, create a Return on
Investment (ROI) for all participating franchisees, as well as place Camp Bow Wow at the forefront of the news
cycle. The first part of the campaign would focus specifically on integrating brand positioning, media relations, and
thought leadership through inserting Camp Bow Wow’s Founder and CEO, Heidi Ganahl, into the conversation as
a successful, relatable, and veteran entrepreneur.
5W took to Facebook and Twitter to create a state-by-state call to action for pet owners through submitting
videos/photos of their mischievous dog, in hopes of him/her being crowned the ‘Worst Behaved Dog in America.’
Simultaneously, 5W assisted Camp Bow Wow in enlisting dog-loving celebrities Tori Spelling and Denise Richards
to tweet about the campaign to their followers for further exposure via social media. 5W actively sought to secure
traditional media surrounding the launch and first phase of the campaign. Through aggressive media relations
efforts. The second phase of contest focused on the announcement of the contest’s winner, and encompassed
tactical and timely media outreach for local television segments that would be syndicated across the United States.
Consumer Products
5W spearheaded a campaign that encompassed two parts: The first part focused specifically
on integrating brand positioning, media relations, and thought leadership by inserting
Camp Bow Wow’s Founder and CEO, Heidi Ganahl, into the conversation as a successful,
relatable, and veteran entrepreneur.
RESULTS
“Bad to the Bone Contest”
5W secured 16 regional television segments in fifteen
U.S. cities, all featuring Camp Bow Wow representatives
and adoptable dogs.
5W secured local news stories highlighting Camp Bow
Wow’s winner, Lucy, on all four major news affiliates in
its target demographic area of Greenville, SC: FOX, ABC,
NBC and CBS.
“Bad to the Bone” drew 2,500 participants and 4 news outlets
16 regional TV segments in fifteen U.S. cities
As a result of the social media and celebrity integration
with the Bad to the Bone Contest, Camp Bow Wow saw a
16.5% growth on their Twitter and Facebook platforms.
20
CASE STUDY 4
JETSMARTER
As part of JetSmarter’s PR strategy, 5W helped acquire consumers’ trust
in the company’s disruptive technology
OBJECTIVE
In July 2014, 5W Public Relations began working with JetSmarter, “the Uber of
private jets,” the mobile app that gives consumers access to the largest private jet
marketplace in the world. Launched by CEO Sergey Petrossov, JetSmarter set out
to disrupt the aviation industry by democratizing the private air market, offering
travelers the convenience of private jet travel at a decreased cost to entry.
5W’s objective has been to educate the public on the accessibility of private jets, as well as acquire
consumers’ trust in a disruptive technology company, whose goal is to effectively change one’s
stereotypical perception of flying private. 5W approached these challenges by securing top-tier media
coverage globally throughout all mediums, including broadcast, print and online, with the ultimate goal
of helping JetSmarter gain downloads and sign on more members.
“5W is an incredibly talented, experienced and results-driven team of professionals. They
are passionate and enthusiastic about our company and best of all, they deliver results.
From countless media placements in top-tier publications to strategic opportunities at the
most exclusive events, 5W is a fundamental force in our company’s success.”
21
-Sergey Petrossov, JetSmarter
STRATEGY
A vital strategy within the campaign to proliferate Sergey Petrossov and JetSmarter’s concept has been to target
regional outlets; focusing first on the area of JetSmarter’s headquarters, South Florida, and then expanding wider
to all luxury regional publications. This tactic was purposely designed to garner awareness among prosperous and
well-off individuals prior to introducing the less expensive offerings of JetSmarter to a more diverse audience.
In 2015, 5W successfully and strategically announced JetSmarter’s Series B funding, first securing numerous top-tier
embargoed placements to hit at the same time/same day (Forbes, Business Insider, TechCrunch, WSJ, South Florida
Sun – Sentinel, NY Observer, etc). Following the initial coverage, the team continues to tactically conduct outreach
in key markets throughout the world (Middle East, Europe, top US, etc.) to extend coverage and excitement.
Travel and Hospitality
5W has impacted the mind-set of consumers by enacting a three-fold strategic media
relations campaign, saturating all global platforms with the introduction of the revolutionary
app. This approach is comprised of: proactively securing impactful media placements that
raised awareness of JetSmarter; positioning the CEO Sergey Petrossov as an expert in the
private aviation, luxury travel and overall travel industries; and highlighting JetSmarter’s
services as a necessary and tangible must-have item for various events, auctions, gift bags,
etc.
RESULTS
In under six months, JetSmarter’s mobile downloads
increased by 25% monthly (300,000+ to date),
highlighting the significant increase in brand awareness.
Coverage for JetSmarter’s Series B funding resulted in a
total of 14,460 downloads and 130 memberships.
404,059,821+ media impressions were obtained in the
first six months alone.
JetSmarter’s mobile downloads have increased by 25% monthly
Media achieved as a result of 5W’s regional approach
include: This Week in South Florida (WPLG-TV), South
Florida Sun Sentinel, South Florida Business Journal,
South Florida Luxury Guide, The Boca Raton Observer,
Bespoke Magazine – Miami and more.
Prime examples of 5W’s capability to successfully secure
a range of media placement versatility include: USA
Today, Bloomberg TV’s “Taking Stock,” Fox Business’s
“After the Bell,” Harper’s Bazaar, Forbes, Aventura,
Condé Nast Traveler, The Daily Beast, among various
others.
A key piece of press, noted by the client as having
seen a surge in downloads, was The Daily Mail article
announcing JetSmarter’s expansion into Western Europe,
along with its partnership with GlobeAir, initiating the
escalation of international awareness.
5W positioned JetSmarter’s CEO Sergey Petrossov as an expert in
private aviation, luxury travel, and overall travel industries
In 2015, Sergey Petrossov was named a recipient of
the Sun Sentinel’s Top Workplace Professionals award,
celebrating the most promising professionals under 45 in
South Florida.
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CASE STUDY 5
FORTER
With 5W, Forter was positioned as a leader in fraud prevention and a
disruptive force within the greater ecommerce ecosystem
OBJECTIVE
Forter, an Israeli-based ecommerce fraud-prevention specialist, approached 5W
in late 2014 to help build brand awareness around its industry-disrupting solutions
after securing Series A funding from Sequoia Capital. The company, whose
founders have previous experience with the Israeli Defense Force and PayPal
(sold two companies to PayPal), had developed a plug-and-play technology that
simplifies online transaction approval in real time by combining advanced cyber
intelligence, identity analysis and behavioral data to deliver a multi-layered fraud
detection product.
Prior to Forter’s technology, businesses had to take on the risk when accepting online transactions,
relying on manual review of red flags, which would result in a lower quality of customer service with
delayed shipments, higher labor requirements, and losses from chargebacks on actual fraud as well as
from unnecessary cancelations due to false-positives.
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Forter completely automated the process, providing immediate approvals on transactions while decreasing
false red flags on average by over 70% and increasing incremental sales by 10% — all while assuming the
risk of chargebacks to their clients. 5W has been tasked with developing media opportunities to feature
Forter’s ground breaking solutions as well as to develop thought leadership opportunities that highlight
its executive team’s expertise in the areas of ecommerce and fraud prevention within tier-1 technology
and business media as well as influential ecommerce trade publications.
STRATEGY
Securing feature and profile opportunities around Forter’s innovative products and company story;
Utilizing Forter’s access to primary data on fraudulent online activities to develop mainstream feature opportunities
that bridge the gap between the company’s primarily B2B services with the broader consumer-facing media, including
angles such as state rankings based on identity theft, ranking of card types by their records for fraudulent activities
and the notable behaviors of fraudsters; and
Technology
5W has developed a strategic public relations plan to build Forter’s brand position as a leader
in fraud prevention and as a disruptive force within the greater ecommerce ecosystem by
leveraging the company’s roots in security, defense and ecommerce as well as its deep
insights into fraudulent ecommerce activities. 5W’s strategy primarily focuses on:
Developing thought leadership opportunities, including for reactive expert commentary on timely industry-related
news such as major cyber attacks and data breaches and for byline guest contributions on current industry discussions.
RESULTS
Since launching its campaign, 5W’s outreach has
provided Forter with more than 90 opportunities with
the media, totaling over 115M media impressions.
5W has secured 70 feature opportunities around
products, company news and studies with technology,
business and trade media, including: Bloomberg,
ComputerWorld, TechCrunch, Fortune, The Wall
Street Journal, Fast Company, Forbes, VentureBeat,
PandoDaily, USA Today, CNBC, The Observer, Lifehacker,
and Marketwatch.
5W bridged the gap between B2B services and consumer media
5W has secured more than 20 thought leadership
opportunities for guest bylines and expert commentary
within its targeted verticals, including: FOX Business, The
Street, Fast Company, Network World, ZDNet, Inc., CIO,
and Internet Retailer.
5W created many thought leadership opportunities in the cyber
security space for Forter
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CASE STUDY 6
WELCH’S FRUIT SNACKS
5W has projected Welch’s brand (and its associated brand
portfolio Promotion in Motion) further into the public eyeMotion
OBJECTIVE
Promotion in Motion is a brand portfolio that includes Welch’s Fruit Snacks,
Sour Jacks and Go Organically.
5W was tasked with increasing sales and raising nationwide consumer awareness for Promotion in
Motion’s brand portfolio of fruit snacks, snack food products and confections. 5W was also tasked with
positioning Promotion in Motion as a leader in its industry, creating unique and innovative new products
while continuing to stay actively involved in community efforts.
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STRATEGY
Understanding that celebrity endorsements are a key driver for traction among Promotion in Motion’s target
audiences, 5W has established influential relationships with celebrities who like Promotion in Motion’s products, or
whose children enjoy the products, further establishing the brand portfolio’s products as their go-to snacks.
To further establish Promotion in Motion as a leader in its industry, 5W has positioned Promotion in Motion executives
as experts in their field, offering insights into influential trend stories and industry news.
Food and Beverage
In an effort to raise nationwide consumer awareness of Promotion in Motion, 5W has
strategically pursued national media placements, partnerships, sponsorships, activations
and celebrity endorsements. Through these efforts, 5W has differentiated Promotion in
Motion’s products from similar snacks while highlighting the company as the go-to source
for premium snack foods.
RESULTS
By leveraging brand assets, along with celebrity
endorsements and executive positioning, 5W has
projected Promotion in Motion even further into the
public eye.
5W helped Welch’s further distinguish themselves within
the snack industry, among consumers and within the
celebrity community.
5W has secured feature placements in key consumer
media and trade publications while developing unique
programming.
5W positioned company executives as experts in their field
Created stand-out exhibits and activations in an
otherwise saturated landscape, including at Sweets
& Snacks Expo, Dylan’s Candy Bar, and ProCamps
Worldwide.
For more than three years, 5W secured high-profile
coverage for the organization and its efforts in national
and regional media, including, but not limited to,
FOX & Friends, The Today Show, SHAPE Magazine, OK!
Magazine, FOXNews.com, Yahoo! Shine, The Huffington
Post, NJBiz, Candy & Snack TODAY, and resulted in more
than 263,514,167 media impressions secured.
5W has secured key placements in consumer media for Welch’s
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CASE STUDY 7
VIDEOBLOCKS
5W has leveraged VideoBlocks’ aggressive business strategy for
growing its existing subscription-based stock video service
OBJECTIVE
VideoBlocks, a stock media company that was recently recognized by Inc.
Magazine as the fourth fastest growing media company in the United States,
engaged 5W in summer 2014 to spearhead the launch of its innovative new stock
video marketplace and tell the story of the company’s contributor-first approach in
order to increase its overall subscriber base and position it as an industry disrupter.
Challenged with driving awareness and business growth against well-positioned industry goliaths
Shutterstock and Pond5, 5W leverages VideoBlocks’ aggressive business strategy for growing its existing
subscription-based stock video service: providing a new marketplace for content contributors to offer
premium clips to consumers at 40 percent less than competing marketplaces while letting them keep
100 percent of their commissions.
“Because of 5W’s success in announcing the marketplace, VideoBlocks has outcompeted its
largest rivals in securing positive media coverage and attracted tens of thousands of new
content submissions to its platforms in the form of video and audio clips.”
– Joel Holland, Founder and CEO of VideoBlocks
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STRATEGY
5W immediately developed VideoBlocks’ position with influential trades and consumer-facing media to generate
interest and engagement from global contributors, while developing consistent media coverage to pique interest
from stock video consumers leading up to the marketplace’s public launch in April and continue to develop the
company’s position through the summer. 5W has developed consistent coverage around VideoBlocks’ marketplace
from the initial November pre-launch targeting contributors to build the premium content library, leading up to and
around the full launch of the marketplace for customers in April, and following into the summer with features on
the company’s growth and new investments to showcase its disruptive business model set to reshape the industry.
Technology
5W has developed and executed a strategic campaign for VideoBlocks over a nine month
period beginning in November by targeting trade, consumer tech, and business verticals
with messaging around the company’s ability to more competitively serve both content
contributors and potential stock video customers.
During this time, 5W has secured over 55 media placements across strategic verticals, totaling over 160 million media
impressions for VideoBlocks and helping drive growth of its new marketplace platform and increase subscriptions
for its primary service.
RESULTS
Following the initial marketplace pre-launch, only open
to contributors to build the premium video library,
VideoBlocks saw more than 200,000 clips uploaded from
over 1,000 different contributors worldwide in just under
three months.
5W helped drive a constant flow of traffic to VideoBlocks
5W secured 14 feature articles surrounding the
marketplace public launch in April, totaling over 14
million unique impressions within the first 48 hours of
the marketplace going live, with notable coverage from
top-tier technology and industry trade outlets including:
TechCrunch, DigiDay, Digital Trends, VentureBeat, The
Next Web, and VideoMaker.
Popular technology publications Techmeme and Hacker
News both picked up the public marketplace launch as a
result of the in-depth article published on TechCrunch.
5W helped drive a constant flow of traffic to the
VideoBlocks booth at the 2015 NAB Show, creating
opportunities for the VideoBlocks team to meet with
media and potential content contributors and customers
to discuss their services and the benefits of the new
marketplace.
5W secured follow-up thought leadership and business
feature opportunities with tier-one business, trade
and regional news outlets including: Forbes, Variety,
Washington Post, Inc., Fast Company, Investor’s Business
Daily, VentureBeat, and MediaPost.
VideoBlocks saw more than 200,000 clips uploaded from over
1,000 different contributors worldwide in just under three months
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CASE STUDY 8
KRUPS
5W positioned KRUPS as a passionate category leader
in the coffee space
OBJECTIVE
KRUPS is a brand dedicated to precision and technical perfection while making
arguably the best range of espresso machines in the world. The German
company was founded by Robert Krups in 1846 and its first products immediately
won widespread admiration for their quality, far-sighted design and technical
refinement. A world leader in coffee machines, espresso machines and a wide
range of other appliances, KRUPS’ passion for perfection is apparent in its range
of products that consistently deliver the highest taste results.
To increase brand awareness and bolster social media engagement, 5WPR was tasked with three
key objectives: Execute a media-worthy Facebook campaign, drawing an audience and encouraging
participation through the KRUPS’ Facebook page; provide product education and enrichment, capturing
the audience’s attention while visiting KRUPS’ Facebook page; and position KRUPS as a category leader
and passionate brand in-the-know about “all things coffee.”
“As a leader in the coffee category, we’re so as excited that with the annual Best Brew
Awards, KRUPS can help discover the best coffee talent in the country. With 5WPR at the
helm of this campaign, we’re able to better connect and engage with the KRUPS community
and our core audience. “
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-Michele Lupton, Marketing Communications Director for Groupe SEB America
STRATEGY
To further establish KRUPS as a category leader, 5WPR has leveraged KRUPS’ involvement in the coffee community
by working with local coffee shops to promote the “Best Brew” campaign. 5W has spearheaded communications
with all nominated coffee shops in 13 U.S. cities, leveraging its interaction with these coffee shops to execute a
media blitz, garnering media coverage in each city with nominees while pitching national media about the kick-off
and search for America’s favorite coffee shops. 5W has created and distributed promotional collateral for respective
coffee shops to advance their nomination, while generating more awareness of the KRUPS campaign. Once coffee
lovers have engaged with the Facebook campaign, 5W captures their attention by providing product education and
enrichment on the Facebook page.
Consumer Products
Understanding that social media is a key driver to engage with KRUPS’ audience of coffee
lovers, 5W has developed an annual Facebook campaign called the “KRUPS Best Brew
Awards,” calling to action KRUPS consumers and coffee aficionados alike to nominate
or vote for their favorite local coffee shops. To support this effort, 5W has designed a
campaign micro tab on KRUPS’ Facebook page to host all activity for the campaign.
RESULTS
By leveraging this Facebook program, 5W has garnered
significant media coverage on KRUPS’ involvement in
the coffee community and built organic engagement on
KRUPS’ Facebook page.
5W’s work on the “KRUPS Best Brew” campaign has
further positioned KRUPS as a category leader and
passionate brand in-the-know about “all things coffee.”
5WPR has driven an outstanding 241% increase in
average fan engagement on the KRUPS Facebook Page
(post likes, shares, comment, etc.).
5W executed a media-worthy Facebook campaign for KRUPS
Compared to the four-week period prior to the campaign
the average number of post “likes” increased by 55%
and the average number of post comments increased by
98%.
Compared to the two-week period prior to the campaign,
the average number of post “shares” increased by 88%.
Coverage includes: Reuters.com, Yahoo!, Home
Furnishings News, Gourmet Insider, Miami New Times,
and Westword.
5W highlighted KRUPS’ passion for perfection, as reflected in their
wide range of high quality products
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CASE STUDY 9
SPRING OWL
Spring Owl relies on 5W for on-going messaging strategy and
media relations campaigns to increase deal flow
OBJECTIVE
Jason Ader is CEO of SpringOwl Asset Management LLC, a New York based firm
providing investment management services to private pooled investment vehicles.
Ader, a respected investor with a tremendous track record of success – having
been named, what was at the time, the youngest Managing Director in Bear Stearns’
history, to a creating very a successful hedge fund that generated top returns to
the conversion of his fund into a family office vehicle – is a client that 5W Public
Relations has represented since 2005.
An authority within the investing space, Mr. Ader relies on 5W Public Relations for on-going messaging
strategy and media relations campaigns with the objective of raising his profile in the investment
community, increasing deal flow and garnering favorable public opinion of his deals.
During our partnership, Ader and SpringOwl has launched and negotiated two successful proxy battles,
the first marking the largest successful proxy of 2013 (as listed by leading proxy advisory firm ISS) and the
second cementing Ader’s place as the first investor to win a major proxy fight with a European company.
As strategic PR counsel and spokesperson during these campaigns, 5W has also been tasked with two
key objectives alongside our on-going work on behalf of our client: 1. Position Jason Ader and SpringOwl
among the top echelon of activist hedge fund investors and 2. Generate awareness of Jason’s unique
approach to activist investing and his pioneering US-style activism abroad.
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STRATEGY
During Ader’s two successful proxy battles, 5W artfully navigated a complex landscape with strategic PR counsel,
advanced messaging development and communication with various stakeholders including the SEC. With the UK
market, media and stakeholders alike, being unfamiliar with US-style activist investing, 5W specifically focused on
high-volume expert commentary to build a base of awareness for Ader in the UK press, softening the media terrain
leading up to major deals. Having laid the groundwork, 5W was then able to generate profile and feature stories
around Ader’s deals and arranged key introductions to top-tier media capitalizing the success of those deals.
Corporate
5W orchestrates diversified communications strategies and media relations efforts to reach
multiple audiences: shareholders, outside investors, relevant industry leaders and general
consumers. To generate exposure and build brand equity for the client and his firm between
proxies, 5W secures consistent press coverage in mainstream media, business press and
financial trades to ensure that Ader and SpringOwl remain top-of-mind within the field so
Ader has a prominent voice as a thought leader on key topics within the investing space.
RESULTS
With the help of 5W, Jason Ader has proven successful
in both proxy fights abroad, establishing himself as a
pioneer in bringing US-style activism to the European
market, solidifying his position as a serious player
alongside other major activist investors and providing
a platform for the client to market his firm to investors
with a goal of raising its Assets Under Management
(AUM) to $500 million and to deploy $1 billion into
activist campaigns over the next 18 to 24 months.
5W secured CEO Jason Ader top-tier media opportunities
Notable media coverage includes: The New York Times,
The Wall Street Journal, CNBC, Financial Times, Hedge
Fund Alert, Reuters, Bloomberg, and Activist Insight.
5W generated awareness of CEO Jason Alder’s unique approach
to activist investing and his pioneering US-style activism abroad
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CASE STUDY 10
GROUPE SEB HOLIDAY
5W strategically raised awareness of Group SEB sales among media,
culinary influencers and consumers.
OBJECTIVE
Groupe SEB, the parent company of a leading portfolio of housewares, kitchen,
and personal care brands, including All-Clad, KRUPS, Rowenta, T-fal, Lagostina
and IMUSA, is a client that 5W has supported since 2011.
As part of our on-going work for the portfolio, the 5W team has been tasked with generating major
awareness among consumers, media and culinary influencers during the holiday gifting season, a key
time for brand sales. Understanding that the lead up to the holiday season is critical for seeding influencers
with new products and securing coverage for the brands as holiday must-haves, 5W kicked off its holiday
initiative with a three-pronged event designed to garner traction for each brand among Groupe SEB’s
target audiences of bloggers, culinary Instagram influencers and top-tier media.
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STRATEGY
As a result, throughout the morning, many attendees posted images of their favorite products, drinks, dishes and brand
ambassadors at the showcase. 5W then coordinated with the panel of ambassadors (Chef Aarón Sanchez, Chef Chris
Hastings, Chef George Duran and Sam Lewontin) to choose a winner of the #GroupeSEBforBreakfast photo contest which
we also leveraged on social media.
5W then conceived and executed a Social Media Photo Booth contest to facilitate engagement among editors at the Open
House event. A dedicated hashtag, #GroupeSEBHoliday, was created and signage was displayed throughout the space
encouraging editors to take a photo at the Groupe SEB Photo Booth, using the hashtag for a chance to win an All-Clad d5
10-piece cookware set.
Consumer Products
To achieve the over arching goal of garnering awareness among influential editors and bloggers
as they prepare to feature holiday gifting in their articles and posts, 5W created three distinct
experiences throughout the day which were designed to appeal to each audience on a personal
level, encouraging attendance, education and brand loyalty- the Blogger Breakfast, Interactive
Editor Open House, and Social Media Activations. To further our reach, each aspect of the event
was tied to a social media call to action which prompted attendees to share their experience in
real time with their followers.
To further brand the contest, 5W utilized a Groupe SEB step & repeat as the backdrop for the Photo Booth and encouraged
editors to use holiday themed items as props. Throughout the day, attendees posted the hashtag on Twitter, Instagram and
Facebook, alongside images of their favorite products at the event.
RESULTS
Over 140 editors, influencers and bloggers attended the
event, far surpassing the attendance of previous years.
Over 60% of the attendees participated in the contest,
equaling an Instagram reach of nearly 250K.
The number of photo “likes” across event-related
Instagram posts was nearly 8,500.
Sample feedback included:
5W ideated, managed and executed a Blogger Breakfast as a new
component of Group SEB’s annual holiday event
“I’ve always had a penchant for copper cookware, and
seeing it in action today... I want it... all of it.”
“What better way to start the morning than by having
breakfast with fellow foodies? I’m so full from everything
I ate, and can only thank the exquisite job the chefs did
to satisfy our bellies.”
“Most gorgeous lavender mocha (and coffee art) with
@KRUPSUSA.”
5W annually oversees the Group SEB Interactive Editor Open house
“What a way to start the morning at
#GroupeSEBforBreakfast at @HavensKitchen got to
learn about some awesome new cookware, eat WAY too
much and meet some lovely fellow foodies, had to resist
running off with these orange zest beignets...
@KRUPSUSA, @Tfalusa, @lagostina, @imusausa
@allclad.”
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CASE STUDY 11
ROBLOX
5W created a strategic PR plan for ROBLOX to help it break into
mainstream media across multiple platforms
OBJECTIVE
ROBLOX, the world’s largest user-generated video game platform that enables
millions of kids and teens around the world to create, share and play their own
original games across PC, Mac and mobile devices, engaged 5W Public Relations
in April 2014 to build brand awareness and drive growth of its young user base
through coverage from technology and gaming media. Focused on creating
awareness of ROBLOX’s value for education and young entrepreneurs through
its accessible and free developer tools and revenue-sharing program, 5WPR is
tasked with creating opportunities around:
ROBLOX’s Developer Exchange (DevEx) program, enabling top-rated developers on ROBLOX to earn
money through in-game purchases made by players;
New ROBLOX features and apps, including the ROBLOX app for Android and the Smooth Terrain developer
feature;
ROBLOX’s educational value for engaging young gamers in learning coding and developer skills, and;
ROBLOX’s position as a disrupter to the gaming industry with user-generated gaming.
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5W has developed a strategic PR plan for ROBLOX to help it break into mainstream media
across gaming, consumer tech, lifestyle and business verticals with consistent messaging
around the platform’s educational value for learning developer skills.
The 5W team targets news opportunities around company announcements, including its DevEx program, the
ROBLOX Android app launch and the launch of its Smooth Terrain feature, securing early product demos and
interviews with media to maximize coverage around announcements from gaming and tech media. The team also
develops thought leadership opportunities for ROBLOX executives to discuss the platform’s unique offerings and
provides expert insights into how user-generated content is transforming the gaming industry.
Technology
STRATEGY
RESULTS
5W has secured consistent media coverage around
timely news and feature opportunities to develop
awareness across ROBLOX’s target verticals, helping
position the gaming platform as the leader in the
emerging user-generated gaming space.
News of the DevEx Program has appeared in such
national and international publications as TechCrunch,
VentureBeat, The Guardian and Fast Company.
ROBLOX yearly site visits have grown from 685 mil to 914 mil
Targeting profile stories across technology, lifestyle
and business outlets, 5W has secured over 60 original
stories on ROBLOX’s platform, programs and community,
including such notable outlets as: Los Angeles Times,
San Francisco Chronicle, The Guardian, Inc., Re/code,
VentureBeat, and Gaming Blend.
ROBLOX has grown from 685 million unique yearly site
visits to 914 million, a more than a 30 percent increase
in site traffic.
Since the launch, the DevEx Program has paid out over
$1 million to nearly 400 participating developers around
the world.
5W has secured consistent top media coverage for ROBLOX
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CASE STUDY 12
COLMAN’S MUSTARD
5W set Colman’s Mustard apart from the rest of the crowded condiment
space as a product with a heritage brand and strong culinary legacy
OBJECTIVE
Colman’s Mustard, a brand in the Unilever portfolio, engaged 5W Public Relations
to break through the crowded condiment space, overflowing with ‘new and
improved’ products, and make Colman’s the preferred gourmet mustard that’s
withstood the test of time and leaves an unparalleled legacy.
Retailers have lined grocery shelves with big box condiment brands, or popular artisanal brands crowding
shelves in the condiment section. Therefore, Colman’s Mustard hired 5W to highlight its heritage brand
embraced by the culinary world as a versatile, recipe-elevating ingredient performing beyond the scope
of “just a condiment.”
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STRATEGY
In addition to the strategic media relations program, 5WPR has spearheaded a recipe creation program, working
with top recipe developers and food stylists to create a body of recipes uniquely positioning Colman’s Mustard as
a star, must-have ingredient. These recipes have been created to help journalists and consumers see Colman’s
Mustard as a transformative ingredient necessary in their pantries for day-to-day and special event recipes alike.
To help the media understand the versatility of Colman’s Mustard and its “power” as an ingredient, 5WPR has planned
and facilitated an interactive cooking class with top editors. By teaching editors how to make easy and creative, outof-the-ordinary recipes and cocktails using Colman’s Mustard, 5WPR has shared a deeper knowledge of the product
making it more desirable to the consumer.
Food and Beverage
5W has positioned Colman’s Mustard as a leading heritage mustard brand and a trailblazer
in the condiment category. Refreshing and renewing their presence in markets as a trendy
and top-notch product in both the culinary world and the home cook community. 5W has
raised awareness with professional and home chefs through consistent national, regional,
and local press - pitching the products for placement, awards, and “Best of” lists with a
variety of top trade and consumer media.
RESULTS
Top tier placements included: Cooking Light, Clean
Eating, Saveur, The Daily Meal, and more.
Media placements portrayed the products helping
elevate the home cook’s dishes.
5WPR’s top media and media collateral, such as the
new recipes, have been leveraged by Colman’s Mustard
distribution and retail teams.
A Colman’s interactive cooking class planned and facilitated by 5W
Colman’s Mustard as a “power” ingredient, as positioned by 5W
Collateral such as media coverage printouts or
recipes sold with packaging, drive home the message
to consumers making decisions to include Colman’s
Mustard as purchases from their grocery aisles.
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CASE STUDY 13
CELSIUS
5W positioned the growing Celsius brand by highlighting the energy
value and clinically proven health benefits of their beverages.
OBJECTIVE
Celsius, a leading fat burning beverage brand, is the world’s first and only negative
calorie beverage. Available in five flavors, Celsius is backed by seven clinical
studies, proven to help burn up to 100 calories per serving, boost metabolism,
reduce body fat, increase endurance and provide lasting energy. Celsius is a
healthier alternative to various sports beverages because it contains no sugar,
high fructose corn syrup or artificial preservatives.
To further increase popularity of the already well known product among consumers, retailers and
investors, Celsius has tasked 5W with three key beverage PR objectives:
1. Educate and spread awareness among health conscious consumers on the great taste, clean energy
and clinically proven health benefits of Celsius;
2. Further increase popularity among consumers, promoting Celsius as the “Leading Fat Burning
Beverage” and packaging it as the healthiest, natural and most efficient energy drink; and
3. Position the growing brand within the business arena, raising awareness for it as a potential retail and
investment opportunity.
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STRATEGY
5W also integrates Celsius’ marketing strategy throughout our PR activations, leveraging the campaign tagline “Turn
Up with Celsius,” across all celebrity, entertainment and urban and hip-hop media platforms including broadcast,
print and online as well as social media.
Understanding that celebrity endorsements are a key driver for traction among Celsius’ target audiences, 5W positions
the brand as a celebrity fitness beverage of choice – strategically gifting the brand to various celebrities including
Sofia Vergara, Katie Holmes and Mario Lopez. Additionally, 5W leverages celebrity images from Celsius-sponsored
events, such as the Def Jam Comedy Club, to further build buzz for the beverage as the go-to Fat Burning Drink for
both health-conscious celebrities and the Hip-Hop Industry.
Food and Beverage
In order to support Celsius as the “Leading Fat Burning Beverage” among consumers, 5W has
leveraged all aspects of the brand and its effectiveness through an aggressive consumerfacing media relations campaign. The team utilizes Celsius’ experts as top sources for all
topics related to exercise and health to garner product placement and brand awareness
among top media outlets.
To build Celsius’ profile among the business arena, 5W has focused media outreach efforts around the brand’s $16
million investment partnership with Russell and Kimora Lee Simmons. 5W leverages both Russell and Kimora Lee
Simmons as celebrity entrepreneurs who are now the faces of a leading beverage brand by offering combined
and separate interviews to further promote and highlight all key message points to their respective audiences of
consumers, retailers and investors nationally.
RESULTS
5W has garnered over 1 billion media impressions from
150+ media placements.
5W has successfully supported Celsius from the
beginning, becoming their Agency of Record in 2012,
bringing the company to its inaugural profitable
quarter in Q4 2014 and continuing success in 2015.
5W leveraged all brand assets across many top media outlets
5W has delivered successful 360 degree aggressive
integrative media campaigns for Celsius, garnering vast
consumer awareness and increasing overall sales for
the leading beverage brand.
5W has delivered Celsius its most successful six months
of media since partnering.
5W has leveraged all brand assets, with special focus
on the partnership and investment with Horizon
Ventures and Russell and Kimora Lee Simmons, since
January of 2015.
5W secured media coverage for Celsius in top business
publications including Bloomberg Business and
Investor’s Business Daily. 5W also secured media
coverage in national online and print publications
including The Huffington Post and Muscle & Fitness
HERS.
Celsius has had its most successful six months of media with 5W
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PR EXECUTIVE OF THE YEAR
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FOUNDER, PRESIDENT AND CEO
RONN TOROSSIAN
Ronn Torossian is the founder and CEO of 5W Public Relations, one of the
20 largest independent PR firms in the United States. With over 20 years
of experience creating powerful narratives, Torossian is one of the most
well-respected Public Relations professionals in America. His strategic,
resourceful approach has been recognized with numerous awards
including being named the American Business Awards PR Executive of
the Year and Ernst & Young Entrepreneur of the Year semi-finalist.
Ronn is a widely recognized authority on crisis management and his firm is called on to
counsel blue chip companies and business leaders.
5W is an established Top 20 PR firm which remains fiercely independent. The agency
has grown through building a diverse and impressive client roster that includes KRUPS,
Unilever, All-Clad, L’Oréal, Sparkling Ice, Walgreens and JetSmarter. The firm was recently
named ‘PR Agency of the Year’ by the American Business Awards for the third straight
year.
Torossian is a thought leader and provides expert commentary for Fox News, CNBC
and Entertainment Tonight and is an op-ed columnist for The Huffington Post, Business
Insider and NY Observer. His “Behind the Lines” blog gives readers an insider perspective
on today’s trending topics and his book, “For Immediate Release: Shape Minds, Build
Brands, and Deliver Results with Game-Changing Public Relations” is a best-selling PR
book.
Ronn is a lifelong New Yorker and lives in Manhattan with his family. He is active in
numerous charities as a philanthropist.
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Real.
Resourceful
.
Results.
5W Public Relations
1166 Avenue Of The Americas, 4th Fl,
New York, NY 10036
5wpr.com
(212) 999-5585