At the end of Happy Camp3r’s media campaign, the e-commerce brand reached a potential audience of 965 million people with an estimated viewership of 653,000 readers from its total of 129 published articles.
Project Overview
Happy Camp3r is a groundbreaking clothing brand that is challenging norms in both fashion and mental health advocacy. Despite having no formal background in fashion or business, Stephanie Devli, the brand’s founder, embarked on this journey after earning both her Bachelor’s and Master’s degrees in psychology from NYU.
Driven by a deep passion for mental health awareness, Stephanie saw an opportunity to merge her passion with her desire to make a difference. At just 21 years old, she founded Happy Camp3r with a mission to raise awareness about mental health through stylish and meaningful clothing.
Through sheer determination and an unwavering commitment, Happy Camp3r has transformed into a beacon of empowerment and social change. With each design meticulously crafted to spark conversations and promote positivity, Happy Camp3r is not only redefining fashion but also reshaping the dialogue around mental health.
Client Goals
As a start-up, Happy Camp3r sought greater credibility in the fashion and mental health advocacy sectors. Since Happy Camp3r operates mainly as an e-commerce shop, obtaining increased brand quality, recognition, and credibility by becoming associated with trusted publications through product reviews was crucial to achieving its sales goals, allowing its consumers to feel confident when making a purchase.
Additionally, as a young female entrepreneur, Stephanie sought to establish more credibility as both a mental health advocate and business owner.
The Strategy
To increase brand awareness of Happy Camp3r and grow sales, obtaining credibility and trust from outlets with a significant focus on fashion trends and mental health awareness was crucial. To accomplish this, our team worked alongside Stephanie to generate visibility on their media coverage through:
- Press releases: Utilizing timely news cycles to garner attention for Happy Camp3r’s new products.
- Broad Media Outreach: Pitching both mid- and top-tier media to cast a wide net for the best opportunities.
- Niche Pitches: Contacting niche media publications for Stephanie to cover more specific topics on mental health awareness and advocacy.
- Listicles and Holiday Gift Guides: Effectively highlighting Happy Camp3r’s products in top-tier placements, accompanied by reviews from reputable journalists.
- Thought Leadership Development: Angling Stephanie’s experience as a female business owner, mental health advocate, and e-commerce expert.
- In-Person Events: Securing exhibitor slots for Happy Camp3r in boutiques and fashion trade shows to showcase its product line.
Success
Thanks to Stephanie’s willingness to send products to reporters for reviews, answer journalists’ queries, and stay available for interviews, we were able to get Happy Camp3r’s products featured in several key top-tier placements, including International Business Times. The brand was also featured in industry-specific publications, such as Life and Style and Medium, as well as niche market placements like Retail Insider and New You.
As a result of these placements, Happy Camp3r — and, by association, Stephanie — were noticed by Forbes as a potential nominee for their “30 under 30” annual award. While she has not yet been named for this honor, she will remain eligible for several more years, all while continuing to build her (and her brand’s) media presence to improve her chances of receiving the award in her category.
Tags: e-commerce, lifestyle
