Favor is a delivery app that promises customers to get anything they want in their city delivered to the door in under an hour.
The company was keen to avoid replicating its Boston launch, which had resulted in minimal coverage. So, we got creative.
INK executed on a two-pronged outreach strategy. First, we gave local media a first look at the service prior to launch day, and, bolstered by deliveries and significant follow-up, enticed them to write about the service. Second, we identified and engaged with local social media influencers, particularly via Twitter and Instagram, to help spread the word organically of Favor’s presence in each town. How’d that go?
INK secured 13 unique articles and five interviews across the local food, news, and technology media outlets. Top hits included Culture Map Houston and Dallas, Houstonian Magazine, Dallas Tidbits, and 365 Things to Do in Houston. INK provided a list of local influencers to the Favor team and recommended content for outreach via social channels. The campaign catapulted Favor into the Houston and Dallas markets with young influencers and media alike, writing about, tweeting and sharing the company’s arrival in both cities.