Phantom Fireworks

Firework Awareness and Safety Campaign

Client

Phantom Fireworks

Year

2020

Awards & Mentions

  • Hermes Creative Awards
  • MarCom Awards
  • Tier 1 Media Mentions

Deliverables

  • Strategy
  • Media Outreach
  • Social Media

Phantom Fireworks

The leading firework distributor, Phantom Fireworks, approached Sinclair PA amid uncertainty around the impact of COVID on the 2020 holiday season. Sinclair PA suggested building a specific, strategic earned media narrative that established a message about safe personal firework use while adapting celebrations to a post-pandemic America and continued our work through the 2021 season.

Strategies and Tactics

The Phantom Fireworks campaign strategy included comprehensive three-step outreach to various earned media outlets which would help build overarching messages leading up to the Fourth of July. To accompany this outreach, the Sinclair PA team working with the Phantom Fireworks social media team, creating a comprehensive messaging strategy and assisting in content creation for the duration of the campaign.

2,000

Media Mentions Generated

115

Sales Increase

281.3

Mill In AVE

Our Implementation

Earned Media

Through the dissemination of press releases, Phantom Fireworks was able to build media presence. The releases shone a light on the company itself and the industry as a whole during the post-pandemic holiday season. The strategy encouraged organic conversations and buzz amid shifting news cycles, helping to generate interest about firework safety amid the pandemic and protests.

Media Relations

To accompany our earned media efforts, Sinclair PA utilized existing connections in the media, alongside custom list creation, in order to identify and communicate with key personnel. We were able to deliver a broad and comprehensive message in Phantom’s key markets across the country via a blend of television, print, and blogs. Of the 700+ mentions that came as a result of the releases, many were quality, high profile stories that reached extensive audiences nationwide.

Social Media

Our firm assisted the Phantom Fireworks team in building suggested social media content, including copy and graphics, to complement the narrative of ‘pandemic firework safety.’ While the Phantom team focused on marketing and promotional efforts, Sinclair PA was able to support in building the narrative and disseminate strategic messaging.

The Results

AVE metrics reveal that Phantom would have had to spend $281.3 million on advertising to achieve the same media coverage from a single release.

With Sinclair’s help and implementation of the strategic earned media push, the Phantom campaign was a resounding victory.

The 2020 campaign resulted in Phantom increasing sales 115% from the 2019 Fourth of July. In turn, Phantom had one of their best years in history, despite challenges presented by the COVID-19 pandemic. The following season, our earned media push generated over 2,000 mentions regarding Phantom published throughout the duration of this campaign. Mentions from CNN, Yahoo, Web MD, USA Today and People were the direct result of press releases disseminated by Sinclair PA.