Case Study

Bindle Bottle

You get a bottle, you get a bottle, you all get bottles! The Oprah Effect AKA how PR can drive digital growth in all channels

Overview

Bindle Bottle, an insulated water bottle with a hidden storage compartment, was something new in a saturated space. After a successful Kickstarter Campaign, Bindle Bottle saw interest and sales level-off throughout the spring and summer after launching...and then Oprah called. 

Bindle was selected to be included on Oprah's Favorite Things list. This one placement kicked off a cascading list of wins across all digital channels, including shooting up in organic search rankings for highly competitive terms.

Tactics

The team at Verde, with our in-depth knowledge of eCommerce, analyzed the current demographic breakdown of current users. We discovered it was a majority male, 25-35, tech-savvy audience (due to Kickstarter); but the product resonated with a more female audience. In addition, Bindle was focused on social advertising and overlooked any SEO on their website, in fact, Goggle thought Bindle Bottle was a clothing brand.

In anticipation of the launch of Oprah’s Favorite Things, we optimized their website, seeded media outlets similar to Oprah's audience, and developed creative to resonate further with this demographic. 

Sure, the Oprah hit was a big catalyst, but without the greater strategy, this win would be a blip on the radar, instead of a long-term business driver. At Verde we seek to deepen and lengthen the impact of our PR efforts to create meaningful momentum and maximize conversions across all channels.