SPANX, INC.
Challenge:
Spanx, Inc., the innovative footless pantyhose company, wanted to launch its new Power Panties product, an underwear/pantyhose/shaper hybrid. However, the $2 million company had a limited budget for promotional efforts. So the challenge was building awareness and selling the product to the targeted demographic base - fashion-forward women - solely through an aggressive media relations effort.
Solution:
Positioning Spanx Power Panties as "The World's First Performance Underwear," Shira Miller used humor as an integral component in devising Spanx's media relations strategy. She generated coverage with major media ranging from InStyle, Fortune, Us Magazine, CNBC, The View and The Ananda Lewis Show. Placing three syndicated newspaper stories and individual pitching to newspapers such as Chicago Tribune and Dallas Morning News resulted in over 50 newspaper hits nationwide. The total print circulation was 11,904,226 and the equivalent advertising cost of this publicity was $341,664. Most importantly, this media relations effort sold the product! For example, the InStyle placement alone resulted in over 1,000 pairs of Power Panties being sold online and via the company's toll-free number in just one week. Within four months of its launch, Spanx Power Panties overtook the original Spanx Footless Pantyhose to become the top selling hosiery item at retailers such as Neiman Marcus, Nordstrom, Bloomingdale's and Saks Fifth Avenue nationwide.
"Spanx is very dependent on PR for educating consumers about our products and their benefits. For the launch of our new Power Panties innerwear product, we needed a clear plan followed by a flawless execution -- all of which Shira provided us with. She developed the overall PR strategy, shaped our messaging and then generated a tremendous amount of publicity. Her strategic thinking skills, initiative, enthusiasm and creativity are infectious - Shira made people want to listen and then ultimately cover our story!"
- David Wasilewski, Chief Operating Officer
Spanx, Inc.
