Boxed

The Challenge

Boxed is an m-commerce venture, tackling an established wholesale goods retail model dominated by giants Costco and Sam’s Club.
Bootstrapped and tight on resources, Boxed needed to launch the company with a limited PR budget.
Legitimizing the wholesale app and engendering user trust via mainstream press coverage was TriplePoint’s primary PR goal. Ongoing press in business and consumer/lifestyle outlets was necessary to support user acquisition and help the company in its fundraising efforts.
In addition getting press hits, TriplePoint was tasked with differentiating Boxed from competitors by focusing on its mobile-first approach to shopping.

The Approach

TriplePoint worked closely with Boxed to develop key messaging highlighting the company’s unique value proposition and points of differentiation from its competitors.
We built a carefully-curated media list to reach appropriate consumer and business press targets, going wide while remaining focused on key segments of media.
Prior to launch, we arranged a series of briefings with the CEO and journalists from leading tech and business outlets.
Following launch, we expanded outreach and creative pitching to include local outlets nationwide, lifestyle publications and blogs, and to engage broadcast press.

The Results

Launch coverage appeared in top outlets including the New York Post (print edition), New York Daily News (print edition), TechCrunch, VentureBeat, Fast Company, NY Observer’s BetaBeat and PandoDaily.
Post-launch, Boxed appeared in 30+ outlets, including: Reader’s Digest, the Chicago Tribune, the Chicago Daily Herald, Quartz (“How 10 people built a competitor to Amazon.com for $1 million – in 90 days”), PureWow, Mashable, BuzzFeed, the Motley Fool, and Forbes. Broadcast coverage includes Bloomberg, Al Jazeera America, and multiple appearances on FOX Business.
Coverage has resulted in Boxed postponing its advertising plan due to customer response from press outreach, and seeing average orders over $115 – an unheard-of amount for a mobile app.

“How 10 people built a competitor to Amazon.com for $1 million in 90 days”

Christopher Mims

Reporter, Quartz

Eddiemae Jukes

Eddiemae Jukes joined TriplePoint in 2002 and is proud to be a more than ten-year veteran of the firm. Her expertise in PR ranges from consumer electronics and games to financial and education tech. Sheâ€™s worked with clients including Livescribe, Nature Publishing, Electronic Arts, Yodlee and LEGO. In her role as Partner/Vice President, Eddiemae creates strategic plans, develops messaging, and provides counsel on product and corporate PR. She has spoken at industry events including Austin GDC and GCDC, and she organized the PR for Games Conference. Eddiemae holds a B.A. in communications from Stanford University.

Andrew Karl

Andrew Karl is an Account Director at TriplePoint who has been with the firm since June 2011.Â Andrew brings several years of experience in both high-tech public relations and video game editorial, having co-founded and run a gaming site for two years. While honing his craft at a high-tech agency, Andrew amassed extensive experience in the areas of media and analyst relations, running social media programs and campaigns, and spearheading corporate blogging initiatives. Andrew holds a bachelorâ€™s degree in communication from the University of New Hampshire. A rabid soccer fan supporting Liverpool FC and the United States National Team, Andrew is generally playing FIFA or enjoying a deep RPG, intense RTS, or any game involving zombies.

Quinn Wageman

Quinn Wageman is a Partner at TriplePoint where he represents various video game and technology companies spanning all major platforms and business models. Quinn helped open TriplePoint’s NYC office in 2007 before moving for the firm to California. Additionally, Quinn has accumulated over six years of business development and B2B sales experience including browser games with Arkadium, wireless communications with NTT DoCoMo, and international trading with ITOCHU. He is a graduate of the University of Missouri International Business program, holding a dual B.F.A. and B.S.B.A. with a minor in Japanese (business-level).

Gentry Brown

Gentry Brown is an Account Supervisor for TriplePoint, who reps consumer tech and gaming clients. Initially interested in the journalistic side of the coin (with stints at NYUâ€™s Washington Square News and the Orange County Register) she rose to the challenge of representing clients in the ever-changing space that is technology and games, and became enamored with the fun of presenting and promoting them in a similarly dynamic fashion. After graduating from New York University in 2014 with a BS in Media, Culture and Communications, Gentry decided to head back to her native California for endless enchiladas, the ability to camp year-round, but mostly to be in the epicenter of tech culture.

Richard Kain

Richard Kain is the General Manager at TriplePoint, with over 15 years of experience in corporate communications, product public relations, and public affairs campaigns. He provides strategy and counsel as well as corporate communications guidance to the agencyâ€™s clients. RichÂ previously worked as director of public relations for Vitria Technology, a publicly traded enterprise software company in Sunnyvale, and started his PR career at Fleishman-Hillard in Los Angeles. He is an active angel investor, with a portfolio viewable at https://angel.co/richardkain. Rich graduated from Haverford College in 1993 with a B.A. in philosophy and history.

Jesse Bandeen

Jesse Bandeen is a Sr. Account Executive at TriplePoint. Although born in New York City, Jesse was raised in London, England before completing her BA in Sociology at Duke University. With her siblings and her closest friends drawn so completely into the tech world, its appeal was hard for her to resist and she was inevitably hooked. Jesse left her background in marketing for luxury goods in London and headed west towards the epicenter of the industry to work in the dynamic tech environment. In her free time she enjoys foreign TV shows, art exhibits, sci-fi films and playing volleyball.

Justin Rende

Justin Rende is a Sr. Account Executive at TriplePoint. Born and raised on the East coast, Justin attended the University of Connecticut as an undergraduate to earn his B.A. in Communication. After working for a few years within NYC public relations agencies for pharmaceutical clients, Justin decided to follow his heart and make the journey to San Francisco to be in the center of tech and gaming. When not in the office, you’ll find Justin exploring the trails of local state parks or inside one of a myriad of virtual worlds accessed through his VR headset.

Kate Lollar

Kate Lollar is an Account Supervisor at TriplePoint, specializing in media relations, corporate storytelling, PR and content strategy for gaming companies. Bridging the gap between public relations, marketing, social media and journalism, Kate has 11 years experience managing successful PR campaigns and communications for video games, digital media, technology and entertainment. She has been honored by the North American Press Syndicate for outstanding achievement in media relations. Kate hails from Memphis and earned a BA in Psychology from the University of Mississippi.

Blane Humphries

Blane Humphries is a Sr. Account Executive at TriplePoint with an established background in video games, journalism, and professional communications. He began his gaming adventures in the mid 90’s with games like Westwood’s Command & Conquer: Tiberian Sun, since then ranging in taste from everything triple-A to the most obscure indies. After graduating with honors from Georgia Southern University in 2012 with a degree in Public Relations, Blane became an active member of the games industry as an editor for a gaming blog covering indie titles, and as Vice-Chair for the Atlanta chapter of IGDA. Prior to joining TriplePoint, Blane spent years working in various marketing and PR roles in representation of a range of developers/publishers.

Eugene Evans

Eugene is a Strategic Advisor at TriplePoint providing support on business and product strategy, partnerships, and more. He brings 30+ years experience in the games industry, working for startups and large companies including EA and Viacom. He was a VP and Studio GM for EAâ€™s Mythic studio, previously known as Mythic Entertainment and acquired by EA in 2006, and director of business development at Viacom New Media.

Kaydie Hansen

Kaydie Hansen is an Account Coordinator at TriplePoint. Prior to TriplePoint, Kaydie interned at Zeno Group and Ubisoft. She additionally serves as Community Manager of the global joystick manufacturer, Qanba USA. A Bay Area native, she graduated from San Francisco State University with a BA in International Business in 2017. The prospect of double jump and air-dash technology keeps her in the tech hub of the country.

Emily Morris

Emily Morris is an Account Executive at TriplePoint. Before joining the team, Emily worked in nonprofit communications and fundraising. Emily hails from the Chicago area, where she served as a breaking news and neighborhood reporter at DNAinfo Chicago before relocating to the Bay Area following a winter of subzero temperatures. She received her degree in journalism from the Missouri School of Journalism. She loves (and hates) writing, and she lives for pointing out grammatical errors. In her spare time, youâ€™ll find her curled up with a good book, out for a run, but most often catching a movie at a local theater.

Jimmy Rogers

Jimmy Rogers is an Account Executive at TriplePoint and joined the firm in 2018. He has previously worked for a number of gaming clients including Capcom, EA, Warner Bros. Interactive Entertainment, and Improbable while at a games focused agency and is excited to continue to work for the great developers and tech clients that make up TriplePoint’s roster. Hailing originally from Washington State, he got his start writing for a variety of publications covering music, art and the environment. When he isn’t in the office he is typically hanging out at San Francisco’s Ocean beach, working on a batch of homebrew, or writing a freelance story.

Calvin Leung

Calvin is an Account Coordinator at TriplePoint, who previously interned at Weber Shandwick in New York City for clients including Verizon and Amazon. He lived in Portland, Oregon for the majority of his life (with a brief stop in the North Pole, Alaska) before relocating to San Francisco, earning a BA in The University of California, Berkeley. Like many in the firm, he was motivated to work for TriplePoint following his own experiences in the industry, being a former content editor for Team Dignitas.