Overview
5W worked as an extension of The Children's Place, Inc. team to brainstorm, develop and execute creative PR strategies that spotlight brand initiatives, campaign moments, and product collections/launches across the portfolio of brands - The Children's Place, Gymboree, Sugar & Jade, and PJ Place - and garner brand buzz, awareness, and affinity, yielding strong media coverage results.
Strategy
5W created a 12-month strategy identifying key moments throughout the year for each respective brand, allowing for dedicated brand storytelling opportunities with both media and consumers. Throughout the year, 5W executed multiple celebrity-endorsed campaigns including The Children's Place and Kevin Hart Back-to-School Campaign, which brought 10 learning centers to communities in need across the country; The Children's Place Holiday Campaign, ringing in the holiday cheer with Kris Jenner and Khloe Kardashian who celebrated their second-annual Holiday campaign featuring matching pajamas for the whole family; Gymboree and Mandy Moore for Easter and Holiday Campaigns shining a light on special occasion wear, perfect for making family traditions and memories; and the launch of the new adult millennial- and Gen Z-targeted pajama and loungewear brand, PJ Place, with the help of Khloe Kardashian, Tyler Cameron and all of your favorite content creators. To support each of these campaigns, 5W implemented PR strategies with multi-pronged approaches that spanned brainstorming unique angles to highlight each launch, creating all press materials, ideating event concepts, implementing and executing strategies, securing, scheduling and media training preparation ahead of exclusive interviews, and ongoing, always-on media outreach to ensure a steady drumbeat of top-tier coverage. In addition to tentpole campaign moments, 5W maintained a consistent stream of media coverage across the local, regional, and national levels by way of product roundups, highlighting key styles for the season, brand feature stories, highlighting The Children's Place, Inc.'s overarching marketing strategy and ESG reports, executive spotlights, via one-on-one interviews, and much more.
Results
The various brands at The Children's Place, Inc. were featured in 3,174 stories garnering over 153+ billion media impressions. This widespread media coverage was featured in top-tier media outlets including Good Morning America, TODAY Show, WWD, Adweek, Forbes, CNN Business, Access Hollywood, E! News, Entertainment Tonight, PEOPLE, Parents, Essence, and much more.
