When it comes to recruiting media to client events, Dittoe PR is no stranger. So when clients Lonely Whale and Vita Coco tasked us with getting top-tier media out to Lonely Whale’s pop-up Museum of Plastic in Manhattan, New York, we were up for the challenge.
In September 2017, we organized a press conference for Lonely Whale’s Strawless in Seattle campaign, and we were thrilled to have the privilege of serving as the ocean health leader’s PR partner for their latest massive movement.
The campaign
The Museum of Plastic was the culmination of Lonely Whale and Point Break Foundation’s new Question How You Hydrate campaign, which empowers consumers to choose and champion sustainable alternatives to plastic water bottles. To combat the reality that a whopping 500 billion plastic water bottles are used around the world annually and by 2050, the ocean is expected to contain more plastic than fish (by weight), Lonely Whale launched three components within Question How You Hydrate:
- The campaign PSA featuring Zooey Deschanel, Aquaman Jason Momoa, Lonely Whale Co-Founder Adrian Grenier and more, committing to stop using plastic water bottles and challenging others to do the same; and
- The social media challenge #HydrateLike that asks individuals, organizations and brands to pledge their commitment to remove single-use plastic water bottles from their daily routines and replace them with sustainable alternatives, such as reusable bottles, household cups or aluminum cans; and
- The pop-up Museum of Plastic, which incorporated brand collaborators HP, S’well, Ever & Ever and attn:.
To support Lonely Whale’s campaign, the makers of leading coconut water brand Vita Coco introduced new aluminum canned water brand Ever & Ever as a sustainable alternative to plastic water bottles for consumers on the go and partnered with Dittoe PR to promote the new product. (We recently bought Ever & Ever for the office and we can’t stop raving about them!).
Our strategy
Our approach to announcing the launch of a new campaign, PSA, pop-up museum and new product was multi-faceted: Pitch media under an embargo, arrange one-on-one media sneak peeks at the Museum of Plastic before the evening launch party and target multiple media audiences who would be interested in this news, including local NYC where the museum was launching, national consumer, conservation, beverage trade, advertising and marketing trade and more.
Other tasks we took on for the Museum of Plastic launch event include creating and overseeing the very detailed run of show; managing all party RSVPs; supporting Lonely Whale and Ever & Ever onsite; assisting in coordination of speeches for the event for Lonely Whale Executive Director Dune Ives, Adrian Grenier and the President of the United Nations General Assembly; collaborating with museum partners HP, S’well, attn: and event and PR agencies; and creating press releases, messaging documents, a media advisory and a fact sheet.
The embargo for stories about the campaign and the Museum of Plastic lifted the week the museum opened to the public, and it was so effective that thousands of New Yorkers visited the museum in the five short days it was open!
The (highly anticipated) results
The Museum of Plastic launch event was a full house with 291 guests (capacity of space was 275), including notable VIPs Hayley Law, Riverdale actress and singer; Nev Schulman, host and executive producer of MTV’s Catfish; Paige Alms, Hawaiian big wave surfer and many more. Dittoe PR secured media attendees from nearly 20 influential media outlets, including Good Morning America, CBS This Morning, Fast Company, The New Yorker, Business Insider, BuzzFeed, Cosmopolitan, HuffPost, NowThis and more.
In just two weeks, we had over 100 pieces of media coverage about Question How You Hydrate, Ever & Ever and the Museum of Plastic in our identified key target media markets. Our digital media monitoring tool Trendkite reported that Ever & Ever had 97% share of voice in the media compared to other aluminum canned water competitors. Google Analytics showed us that there was an influx of website visitors to Lonely Whale’s website on our media embargo lift date.
We are so proud to have contributed to an incredibly successful campaign, product launch and museum opening. Question How You Hydrate makes a real difference in the world, and we’re continuing to challenge ourselves, colleagues and friends to #HydrateLike the future depends on it and remove plastic water bottles from our lifestyles! Will you join us?
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