Master Lock

Summary:

Master Lock, the industry leader in locks and security products, partnered with JSH&A Public Relations to create awareness for and drive sales of its pink padlock in support of The Breast Cancer Research Foundation®.

Strategies:

  • Leverage the news value of National Breast Cancer Awareness Month (October) to build excitement and generate awareness for the pink padlock via an aggressive media relations campaign

Key Results:

  • Generated nearly 82 million consumer media impressions
  • Media included Newsday, The Hartford Courant, Patriot Ledger, What’s On, M-Teen Magazine, Cancer Weekly, “Fox 6 News at 6″ Milwaukee, “North Jersey’s Talking,” Insidemotherhood.com and TheMomSalon.com
  • Reached key influencers via participation in Hershey®‘s Tour de Pink, Shape magazine’s “Pilates for Pink” auction, two Play for PINK championship golf outings and FM 106.1-hosted “Karen’s Mammogram Party”
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