ELEVATOR was tasked with helping Purdys share the news of the collaboration with Taiwanese-Canadian artist, Edward Fu-Chen Juan to create the All Together Now Gift Box, a chocolate box that was curated to support the partnership with The Get REAL Movement. To do this, ELEVATOR leveraged the messaging that $5 from every All Together Now Gift Box will be donated to the organization, with an overarching goal of donating $30,000 through Purple Partnerships, PURDYS new philanthropic initiative, with a portion of the proceeds coming from the All Together Now Gift Box.
ELEVATOR helped share the Pride campaign messaging with Purdys target audience via three channels: a press release, a product mailer and media relations pitching. Our mission with this campaign was to help Purdys achieve their overarching goal of driving traffic and sales to Purdys in-store locations and purdys.com, to help meet their goal to donate $30,00 for The Get REAL Movement.
ELEVATOR secured over 18 million total earned traditional media and organic social impressions from 215 pieces of coverage. We also secured print/digital earned coverage in top tier publications including The Kit, National Post, Vancouver Magazine, VITA Daily and more. The press release put across the wire was picked up 107 times, resulting in nearly 40,000,000 in potential reach.
ELEVATOR’s support of this initiative helped to drive traffic and sales to Purdys stores and online and as a result, PURDYS was able to meet and exceed their donation goal of $30,000 and reinforced their commitment to the 2SLGBTQ+ community.