- 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.
- 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.
- 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