Batteries Plus Bulbs - Brand Expansion

Story

Batteries Plus Bulbs, the nation’s first, largest and fastest-growing battery and light bulb franchise, wanted to build awareness for its brand beyond niche category outlets and gain additional exposure for its dramatically expanded light bulb offering.

 

The company was challenged to differentiate itself from big box competitors and also capture the interest and attention of a broad consumer base. Additionally, Batteries Plus Bulbs was seeking to gain greater attention in local markets for new store openings and market expansions to drive in-store engagement.

 

Tactics

  • Conduct national and regional media outreach to generate widespread exposure for Batteries Plus Bulbs as the nation’s leading specialty franchise in batteries and light bulbs
  • Support new store openings, store expansion and store re-branding in local markets through media relations, event support and unique promotions
  • Implement a blogger program to promote new in-store device repair centers and drive traffic to pilot locations
  • Identify and secure co-branding partnerships to expose the Batteries Plus Brand to expanded audiences and create more lifestyle-oriented story angles
  • Establish charitable partnership with Habitat for Humanity and execute a half-million dollar light bulb donation to the organization including national PR, social media support, localized outreach and Batteries Plus Bulbs volunteer build days to drive awareness
  • Develop turnkey press templates to support storm preparedness and storm response efforts for timely editorial outreach
  • Support unique partnerships and retail promotions with companies including Duracell and SWITCH Lighting Company through joint media relations efforts

Results

  • 2013 program resulted in nearly 100 total placements in print, broadcast and online outlets, totaling 65 million gross impressions and $400,000 in advertising value
  • Generated national and regional coverage including US News & World Report, San Francisco Chronicle, Houston Chronicle and Inside Business
  • Secured interest lifestyle brands Art.com, Kelly Moore Paint and Behr Paint for co-branding partnerships
  • Secured interest from more than a dozen bloggers to host special promotions surrounding device repair
  • Secured multiple pieces of live coverage for Batteries Plus Bulbs support of Oklahoma tornado disaster relief efforts

Havas Formula

New York
200 Hudson St. 7th Fl.
New York
NY
10013
212.219.0321
Los Angeles
810 Parkview Drive N
El Segundo
CA
90245
310.578.7050
San Diego
1215 Cushman Ave
San Diego
CA
92110
619.234.0345

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