![\"Fiskars](\"http:\/\/www.coatscrafts.co.uk\/NR\/rdonlyres\/F277A210-2A52-41DC-8928-AA8C38815CFA\/2921\/p_ha_Fiskars_145x1991.jpg\" "\\"Fiskars")
Here’s an example of a clever\u00a0PR campaign that relied not on traditional media coverage but on word-of-mouth buzz and a huge online community that just keeps growing.<\/p>\nHere’s an example of a clever\u00a0PR campaign that relied not on traditional media coverage but on word-of-mouth buzz and a huge online community that just keeps growing.<\/p>\n
The campaign—sponsored by\u00a0Fiskars,<\/a> the company best known for it’s orange-handle scissors, in conjunction with the Brains on Fire corporate identity—taps into\u00a0the\u00a0$3 billion scrapbooking industry.<\/p>\n Volunteer crafters\u00a0known as Fiskateers visit local independent scrapbooking stores and then\u00a0blog<\/a>\u00a0about their experiences. They have special\u00a0scissors that aren’t\u00a0sold in stores, which created a conversation piece. And they host demonstrations,\u00a0charity events, even parties. Fiskars launched the campaign when it knew it was losing sales to cheaper knockoff versions of its products.<\/p>\n An article in the November 19 issue of PRWeek says the campaign exceeded all of its goals and has attracted more than 2,500 Fiskateers (11 times the original goal) around the world.\u00a0 The company also saw a 446 percent increase in online conversations that mention Fiskars by name.\u00a0<\/p>\n PR Week says a key element in the success of the campaign was\u00a0that the Fiskateers weren’t salespeople\u00a0and they were allowed to blog about their experiences.<\/p>\n Few companies, I’m sure,\u00a0would have\u00a0been willing to take a risk such as this one and\u00a0bypass traditional media.<\/p>\n","protected":false},"excerpt":{"rendered":" Here’s an example of a clever\u00a0PR campaign that relied not on traditional media coverage but on word-of-mouth buzz and a huge online community that just keeps growing. The campaign—sponsored by\u00a0Fiskars, the company best known for it’s orange-handle scissors, in conjunction with the Brains on Fire corporate identity—taps into\u00a0the\u00a0$3 billion scrapbooking industry. Volunteer crafters\u00a0known as Fiskateers\u2026 Read More<\/a><\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","iawp_total_views":2,"wds_primary_category":612,"footnotes":""},"categories":[612],"tags":[528,427,214],"class_list":{"0":"post-1192","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-online-marketing","7":"tag-corporate-sponsors","8":"tag-marketing","9":"tag-target-market","10":"entry"},"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":"Joan Stewart","author_link":"https:\/\/purelysupp.com\/publicity\/author\/jstewart\/"},"_links":{"self":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts\/1192","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/comments?post=1192"}],"version-history":[{"count":1,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts\/1192\/revisions"}],"predecessor-version":[{"id":40692,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/posts\/1192\/revisions\/40692"}],"wp:attachment":[{"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/media?parent=1192"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/categories?post=1192"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/purelysupp.com\/publicity\/wp-json\/wp\/v2\/tags?post=1192"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}