From Unknown to Saturation: Sabai
Wolf PR started working with Sabai shortly after their launch while they were a relatively unknown brand. Within two years we created so much interest via regular media placements that Sabai generated million dollars of revenue.
A highlight of this partnership was working on the launch of the Sabai Standard, which included Sabai Revive – the nation’s first ever furniture buy back program at a consumer level. This program allowed consumers to return their used Sabai sofas to the company, where they would be recycled or repurposed, highlighting Sabai’s commitment to sustainability and reducing waste.
Over the course of ~two years, Wolf PR was able to secure features on a regular basis, averaging one placement per week. Some of the highlights of these placements included a multi-page feature in Dwell‘s “Made in America” issue, an in-depth feature in Fast Company timed with the launch of Sabai’s new coffee table detailing the reclaimed wood used to construct the table, a full page in Metropolis magazine, an in-depth interview with Refinery 29, and recurring placements in millennial-focused titles like Clever, Domino, My Domaine, The Zoe Report, and The Good Trade.
These placements helped to increase brand awareness and reach a larger, targeted millennial audience, as well as establish Sabai as a leader in the sustainable furniture industry. The in-depth interview with Refinery 29, in particular, provided an opportunity for Sabai to share their story and values with a wider audience, strengthening their thought leadership voice in this space. And while I always say PR is not a sales tool, it’s hard not to highlight the financial impact of these press placements had on Sabai’s overall growth.
Right Time, Right Place, Right Pitch-
Millions of Dollars and a Doubled Newsletter List: Graf Lantz
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.
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 (if we do say so ourselves!). We started with the top dog, The New York Times, and quickly coordinated the shipment of mask samples to the entire testing panel at Wirecutter. Because Graf Lantz’s masks were so well designed (we know, we wore them nonstop in the beginning of the pandemic) they earned the exciting placement as one of Wirecutter’s top rated masks and stayed there for nearly a year.
We positioned their masks as having a no-lip-touching design leading the Times to dub the GL mask as “The Mask You Can Yawn In!”
**The resulting traffic and sales to Graf Lantz’s website more 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.
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,” 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.
And I would be remiss to leave out a few sneak peaks at some of the other rave reviews (like these two examples from Epicurious and Bon Appetit) we were able to secure for their wool product line!
From B2B to D2C- Taking a Brand From Trade to Consumer: Haand
When the COVID-19 pandemic closed all hospitality spaces, Haand, a ceramics brand, needed to quickly pivot from working directly with restaurants to selling directly to consumers. While Haand had dabbled in retail before, Wolf PR was brought on to steward Haand’s transition away from their core B2B model and toward a direct-to-consumer brand. During this time, Haand has gained significant traction, regularly enjoying press placements throughout the year.
Wolf PR’s efforts helped Haand to grow from a relatively unknown consumer brand to one that now competes directly with established brands like Heath Ceramics and East Fork.
Wolf PR supported Haand in launching several new collections, including a successful collaboration with chef Vivian Howard. Our press placements have consistently led to Haand selling out of certain items, such as the Haand x Toma Brunch Kit, which recently received a rave review in WIRED. In addition to press coverage, our work with influencers on Haand’s behalf has also contributed to an increase in sales while providing Haand with valuable content for their platforms. For example, our promotion for the launch of Haand’s Mystery Boxes to influencers resulted in sold-out boxes and excellent content for Haand’s in-house sales channels.
We’re Looking for D2C Brands
We are looking for amazing consumer focused/D2C brands to work with because, well, we’re really good at getting media placements for these kinds of companies. Our clients end up in top-tier titles, regularly. We especially love brands that are women owned, or have a meaningful sustainability story, or both! We want these kinds of stories in the world.
If you know a brand that would benefit from our work we would love an introduction.