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Valassis: Owning “Sofa Sunday”

  • Technology
  • Marketing Tech

Valassis: Owning “Sofa Sunday”

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Articles

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Broadcast Appearances

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Media Impressions
Introduction

Dominating Share of Voice During Shopping Season.

PAN partnered with Valassis to create a new point-of-view to drive Valassis’ media share of voice around popular Black Friday/Cyber Monday shopping season.

 

Because of its extensive reach across print and digital channels and rich history in household data, Valassis has the benefit of deeply understanding consumer behavior. For our team, the company’s insights make for compelling media angles – combining research with expert commentary around trending topics to position Valassis as a resource for marketers and brands.
Jenny Radloff, VP, Technology at PAN Communications, headshot
Jenny Radloff
Vice President, Technology | Boston, MA
The Solution
Original Survey

PAN polled consumers on their shopping and savings prep habits aligned to little known shopping holiday “Sofa Sunday” – a popular prep day for consumers looking to take advantage of Cyber Monday deals.

Thought Leadership

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.

Strategic Media Relations

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.

The Impact

62M media impressions.

The campaign resulted in 12 articles in target press, as well as 3 broadcast appearances. Together, the coverage resulted in 62M media impressions.

I want to thank the PAN team for their strong contribution to Valassis’ success in earned media. 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
Next Project

NTT Data: Launching Empowered Work With a Data-First Approach to Media Relations