The 3 R’s: Rebranding, Relationships and ROI
After a three-year hiatus, Cercone Brown’s (CBC) Summer House returned to the beautiful island of Nantucket for a quintessential June 2022 summer getaway. Lifestyle writers and editors from nationally acclaimed publications, including Real Simple, InStyle, Cosmopolitan and Good Housekeeping, traveled to the island to stay in the beautiful Summer House for three days with some of the newest and most innovative summer products.
The MBB Consumer Engagement team took this opportunity to showcase the relaunch of the Chinet® brand to 19 top media professionals. The team embraced the best part of summer, spending time outdoors, with the Chinet® brand message—that we are better when we’re together.
Authentic Product Placement
One of the Chinet® brand’s goals through rebranding was to reach a younger, millennial audience as an easy, no-fuss way of hosting. Whether it’s Sunday morning breakfast or a large holiday feast, the brand believes in bringing people together to create memories that will be cherished forever. The brand has positioned itself as a key component to creating these lasting memories, no matter how big or small.
The Summer House was stocked with products the attendees could use throughout their stay. Whether it was a hot cup of coffee or a midnight snack, attendees were able to experience ways Chinet® brand products could be useful in everyday life. Media were also gifted a Fujifilm Instax camera from the Chinet® brand to capture memories throughout the trip and hang them under a “Here’s to Us” clothesline in the main area of the house as a nod to the brand’s message. Additionally, attendees received coffee from Messenger Coffee and branded playing cards so they could remember the brand and the memories they captured long after the trip.
Relationship Building with Top Tier Media
During the media event, the Chinet® brand hosted a “Better Together” themed barbeque. After all, what better way to showcase the brand’s mission of bringing people together in a casual, fun setting than with a backyard hangout complete with a variety of fun lawn games, delicious locally prepared snacks, and refreshing cocktails and mocktails? These hands-on activities gave media professionals the opportunity to engage with Chinet® brand products in ways that would resonate with them and their outlet’s readership.
After returning home, our Consumer Engagement team followed up with event attendees with hopes of product exposure to millions of people through these publications. We continued to showcase authentic product placement by pitching story ideas through email, such as throwing a holiday party or an at-home coffee bar. Each pitch highlighted easy cleanup while using Chinet® brand products as well as recipes and other sources of inspiration from the Chinet® brand’s website.
The team was pleased to have an 83% open rate of these emails, creating optimism in seeing product placements in a variety of publications throughout the holiday season and beyond.
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