The Goal
Smart Trike, a convertible children’s ride-on invented in Israel, was a top-selling product around the world, but had a tough time making inroads in the United States due to similar products marketed here by bigger companies with huge marketing budgets.
The Strategy
Smart Trike needed a PR reboot in the U.S. and turned to Fineberg Publicity after a campaign by another PR firm yielded lackluster results in the prior year.
The Results
I oversaw a multimedia outreach campaign that promoted Smart Trike’s point of difference in the ride-on market — it can be adjusted from a stroller to a tricycle as a child grows — and generated more than 279 million media impressions from coverage secured in TV, print media, and parenting blogs.