In Spring 2020, Sharp client CBDMEDIC launched “Survive & Thrive: COVID-19 Celebrity Challenge,” a live, online fundraising event to benefit the Arthritis Foundation. The activation, headlined by Rob Gronkowski and Camile Kostek, aimed to raise much-needed funds for the Foundation’s patient community, which is severely high-risk in regards to COVID-19. With less than a month before the big day, the program needed wide reach to make an impact.
Sharp developed the PR strategy focused on generating widespread awareness, connecting CBDMEDIC to the cause, and encouraging audiences to tune in and donate. Sharp led all media relations efforts, conducting a two-week pitching blitz to National Broadcast, National Print/Online, Sports & Fitness, Health & Wellness, Lifestyle, Entertainment / Pop Culture, Business, Men’s Interest, Women’s Interest, CBD Trades, Retail Trades, and more.
The team developed creative pitches for each media segment, leveraging a series of angles ranging from Rob and Camilile’s TikTok dances to their advice for handling self-quarantine.
Sharp secured top-tier broadcast segments across Morning, Daytime, and Late Night television on various networks. The campaign launched with the exclusive on Live with Kelly & Ryan (ABC), promoted midday through Access Hollywood (NBC), and in the evening, on Watch What Happens Live with Cohen (Bravo). The three segments - through both their broadcast and online versions - together generated 12.3 million impressions.
The “more is more” approach worked: Yahoo Sports, Yahoo News, FOX News, MSN, Maxim, New York Post, Pop Culture.com, and several more plugged the “Survive & Thrive” event. In total, the program generated 25 top-tier national stories in 10 days, yielding 1.2 billion impressions ahead of the event.