Powering Stories for Growth with the Ideas that Resonate with Great Adhesion.
Insight
In an era where consumer attention is fragmented and competition is fierce, Shurtape® Technologies, with Falls & Co. powering their stories for growth, has emerged as a leader in the adhesive tape market— achieving remarkable visibility and engagement through strategic public-relations efforts.
Strategy
Falls & Co. produced a well-orchestrated PR strategy focusing on targeted pitching, timely product launches and strong media relationships. Approach included effective spokespeople, monitor competitors, leverage trends and consumer insights and engage in personalized outreach and media events that resonated with audiences and drove consumer engagement for Duck®, FrogTape®, and T-Rex® Tape brands.
Result
1,100 media placements
8.1 billion impressions
Shurtape® maintained a dominant share of voice in key product categories, outpacing competitors like 3M and Gorilla in clips and impressions, particularly in duct and painter’s tape.
Campaign Elements
- Stuck at Prom® Contest
- Seasonal and Themed Campaigns
- Media Relations & Events
- Product Sampling
- Consumer Insight Distribution
- Personalized Outreach
- Press Releases
- Content Development
- Satellite Media Tours
- Product Demonstrations
- Product Placement Partnerships
Stuck At Prom Contest Significance
With an estimated 8.65 million junior and senior student population, Stuck at Prom has become a proven way to capitalize on emotions — attaching the Shurtape®, Duck® brand to lifelong, milestone memories. Just one look tells the story of imagination, ingenuity and creativity that becomes associated with Duck® brand.
Contest coverage earned 2.3 billion impressions
737% increase in impressions year-after-year
12,000+ earned media placements
The Power of Contest Interest
Product PR Introductions, Exposure,
and Speed Pitching Media Frenzy
Falls & Co. produces the activities that attract media attention. Most recently Falls & Co. conducted 5-minute, one-on-one meetings with editors, focused on introducing FrogTape® Advanced Painter’s Tape and T-Rex® Ferociously Strong® Waterproof & Repair Tape.
Falls & Co. was able to meet with 29 editors representing 30 outlets covering target topics, that included: home, DIY/remodeling, and outdoor innovative products in the DIY and home repair category mentioned in print, online, broadcast and podcast channels.
T-Rex® Tape exposure increased with 66% more impressions over the previous year
Reaching the DIY and Interior Design Influencers
Twenty-five percent of Millennials stated that social media was extremely influential in their choice of home décor styles. The rise of DIY tutorials (and the popularity of DIY-gone-wrong in shows like Nailed It!) provided a perfect environment for Falls & Co. and FrogTape to tap into this trend to showcase the impact a quality painter’s tape can have on home projects.
1.21 million video views — up 73% from 2018
1.15 million social media views — up 73% from 2018
200+ million media impressions
