The Challenge

The Company Store (TCS) and Company Kids are renowned for providing 100 years of quality, comfort and care through the best US-crafted comforters, fashion bedding, home décor and apparel for adults and children. Six-generation experts in comfort, The Company Store produces its signature LaCrosse down comforters in LaCrosse, WI, while sourcing the latest trends and styles from around the world. The Company Store and Company Kids offer comfort and style at every price point for the quality-minded consumer.

For over 100 years The Company Store has acted on its foundational core to be more than just a business, but a positive influence in their community and the world. For the past 3 years, TCS has partnered with Ronald McDonald House Charities (RMHC) in order to bring a night of comfort and fun to children and families across the U.S. The holiday season presents a massive challenge for companies engaged in philanthropies to differentiate themselves from the hundreds of charity events held each year in New York City.

To answer this challenge, The Company Store selected Emerging Media to help increase engagement, online and off and create media awareness surrounding their 2013 National Family Pajama Night Event.

There were nearly 2,000 social shares and more than 10,000 people entered into the various giveaway contents promoted by the Mommy Bloggers.
  • Results

    Through working with Emerging Media, The Company Store’s 2013 National Family Pajama Night had an immense social impact and a significantly increased media presence. The event was covered in several prominent blogs as well as in widely known online outlets such as The Associated Press and About.com, resulting in 15 online stories. Through tweets, Facebook likes, Pinterest Pins and Instagram photos, NFPN hit every major social network, landing on the pages of hundreds of loyal TCS and potential customers, creating conversations around the event, the giveaways, and most importantly, The Company Store and its core values of charitable giving.

    There were nearly 2,000 social shares and more than 10,000 people entered into the various giveaway contents promoted by the Mommy Bloggers. The campaign also yielded over 4.5 million online impressions, far surpassing previous years’ online engagement numbers. Through a combination of media and consumer conversation, awareness of RMHC, compelling visuals and TCS brand awareness, Emerging Media was able to bring a whole new level of value to NFPN and its signature pajamas were sold out before Christmas!

  • Strategy

    Blogger & Social Campaign

    Emerging Media developed an online strategy, focused primarily on developing relationships with the most influential and engagement-oriented Mommy Bloggers. Through established relationships with these bloggers, Emerging Media further cultivated the social impact of National Family Pajama Night through retweets, hashtags and photo-sharing from the bloggers themselves, as well as their loyal followers.

    Blogger Relations

    To complement the NFPN blogger program, Emerging Media created a blogger agreement to promote high levels of engagement and social interactions in a controlled setting. Additionally, Emerging Media created the idea for a ‘family pajama giveaway’

The campaign yielded over 4.5 million online impressions, whereas in previous years NFPN had a very small online presence.

Case Studies