Valassis: Owning “Sofa Sunday”
Create a new POV to drive Valassis’ media share-of-voice around popular Black Friday/Cyber Monday shopping season.
Together with the Valassis team, PAN was tasked with creating a new POV to drive Valassis’ media SOV around the popular Black Friday/Cyber Monday shopping season.
PAN polled consumers on their shopping and savings prep habits aligned to little know shopping holiday “Sofa Sunday” – a popular prep day for consumers looking to take advantage of Cyber Monday deals. Combining consumer insights with executive POVs and Valassis’ own consumer data, PAN was able to create a leadership position for the brand and tap into business and broadcast press.
Leveraging survey insights to close relationships with top broadcast outlets including the Today Show and Fox Business, PAN created national visibility for the Valassis brand during the critical holiday shopping season.
I want to thank the PAN team for their strong contribution to Valassis’ success in earned media over the past 18 months. We have collaborated to deliver stretch goals that are producing phenomenal results. PAN has worked tirelessly to advance Valassis’ thought leadership through their journalist relationships, their professional briefings for our senior leaders, and their ongoing support of our outreach activities each and every day.
– Debbie Serot, SVP, Corporate Communications, Valassis
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