Case Studies

Graf Lantz, a company known for their expertise in wool products, quickly pivoted during the pandemic to produce high-quality masks. We immediately saw an opportunity to get their masks included in any and all “best masks to buy” round ups, and we knew we had to be strategic and work quickly. Our affiliate marketing strategy was key, positioning Graf Lantz in publications that required affiliate links,

When a well-designed product like Graf Lantz’s mask meets an extremely narrow window for a placement bonanza AND is paired with a PR team that is quick and nimble, the results can be impressive. 

• We started with the The New York Times, quickly coordinating the shipment of mask samples to the entire testing panel at Wirecutter. The masks earned the exciting placement as one of Wirecutter’s top rated masks, and stayed there for nearly a year.

• We positioned Graf Lantz’s masks as having a no-lip-touching design leading the Times to dub the GL mask as “The Mask You Can Yawn In!”

• Thanks to our efforts Graf Lantz’s masks were also featured in WIRED as one of the “19 Face Masks We Actually Like to Wear,” as well as Fast Company, Forbes, Esquire, Gear Patrol, The Daily Beast, Pure Wow, Business Insider, Well + Good, Men’s Health, Real Simple, and Design Milk, to name a few.

Results:

The resulting traffic and sales to Graf Lantz’s website more than doubled their mailing list and generated millions of dollars in revenue. Because of our PR strategy, the NYT kept the Graf Lantz mask top of mind and featured it in nearly every story they published about masks.

This kind of placement is what happens when a rare and BIG topical moment meets a perfect product and is paired with a nimble PR team (Wolf PR!)  that can see opportunities outside of standard outreach protocol.