Case Studies

Getting a product into The New York Times Wirecutter is on almost every consumer brand's wish list.

And for good reason. They’ve built deep consumer trust. Unlike many shopping stories, Wirecutter doesn't simply round up products. Their editors spend weeks, and sometimes months, researching, testing, comparing, and living with products before deciding what to recommend.

By the time Verloop became a client, we'd already helped several brands earn Wirecutter recommendations. We knew Verloop's products had the potential to be a great fit, so we made Wirecutter one of our priority outlets, consistently sharing ideas whenever a product aligned with the stories the team was already planning.

Publications are constantly working on new product recommendation guides throughout the year. And at big outlets, like Wirecutter, there are many different editors that work on these guides. Our job is to build relationships with each editor and understand what they’re looking for so we can create as many opportunities for our clients as possible. A blanket guide is different from a Mother's Day gift guide. A house sock serves a different purpose than a hostess gift. 

For Verloop, that approach led to six Wirecutter recommendations in less than one year across multiple buying guides and product categories.   

That's not including sale coverage. Publications like The New York Times Wirecutter also publish recommendations around major shopping events like Prime Day, Labor Day, Black Friday, and Cyber Monday, creating another opportunity for products to be featured.

Some of the highlights include:

• Verloop's throw blanket featured in Wirecutter's blanket guide.

• House socks recommended across multiple gift guides, including Gifts for Moms and Gifts for Grandparents.

• A feature in Wirecutter's Favorite New Gifts roundup.

• Inclusion in the publication's Gifts Under $25 guide.

• Additional recommendations in seasonal gift stories and recurring editorial roundups.

Even more press hits

And we would be remiss to leave out that during the same period, we also secured placements for Verloop in publications like Architectural Digest, Dwell, Today, Better Homes & Gardens, the Strategist, Food & Wine, and many others, creating a steady stream of editorial coverage with top tier publications throughout the year.

Results:

House socks. Slippers. Gloves. Every recommendation solved a different problem for readers, and every story introduced Verloop to a different audience.

Six recommendations from Wirecutter. Each for a different story, a different audience, often a different product. Each product got picked because we did a lot of research to make sure it fit the story that editor was writing at the time.

This is how we approach commerce PR for all of our e-commerce clients. We're constantly reviewing editorial calendars, identifying where a client's products are a natural fit, and pitching those ideas before the stories are published.

For Verloop, that meant six recommendations from one of the most influential product teams in the country, in under a year. This is the kind of coverage drives sales and builds trust with customers.