RESULTS

500M
MEDIA IMPRESSIONS

200+
MEDIA PLACEMENTS

$4.5M+
AMOUNT RAISED

200%
INCREASE IN SALES

Hasbro

UNICRON CONQUERS MASSIVE CROWDFUNDING

RESULTS

500M
MEDIA IMPRESSIONS

200+
MEDIA PLACEMENTS

$4.5M+
AMOUNT RAISED

200%
INCREASE IN SALES

SEARCH

UNICRON CONQUERS MASSIVE CROWDFUNDING

August 23, 2020
With a small campaign window – originally 48 days – we helped Hasbro HasLab garner widestream media attention, and fast to engage consumers to participate in a crowdfunding campaign to raise money for production of the largest Transformers toy ever, Unicron. THE POWER OF INFLUENCE R&CPMK created serious campaign hype by tapping into reporters who are Transformers fans and having a presence at key events such as San Diego and New York Comic-Con. Due to a high per unit price point of $575, strategic messaging and proactive outreach were developed to shift any potential negative media attention. Our team built a timeline of key exclusive reveals, asset surprises, added product bundles, art renderings and inventive stories sprinkled throughout the campaign to build momentum. Internal R&D production insights were turned into “plus up” PR moments including added BTS interviews, Unicron design details, and entertainment/lore fan tie-ins to continue newsworthiness over the course of 4 months. The earned media campaign successfully influenced more than 8,000 consumers to participate in a crowdfunding campaign helping reach the client’s goal of raising over $4.5M.

Read More

FEATURED IN ADWEEK, STEPHEN MACIAS, PRESIDENT OF MULTICULTURAL MARKETING AND COMMUNICATIONS AT R&CPMK, SHARES HIS INSIGHT ON HOW BRANDS CAN RISE ABOVE CULTURAL WARS AND BE REWARED FOR SHARING CONSUMER VALUES. “Mean tweets. Toxic comments. Public relations trainwrecks. Unhappy customers. Lost revenue. Divided communities. These are just some of the things that come to mind regarding the raging culture wars. Culture wars are bad for business, and companies know it. But more importantly, culture wars are bad for our communities and serve as an unnecessary burden in an already burdensome 2022. With politics, culture and commerce so intractably linked,
Featured in the latest Adweek article, Meilani Weiss, EVP of Brand Integration at R&CPMK shares her insight on how brands can best reach their audiences on streaming platforms and the complex landscape of brand integration. “Netflix boasts approximately 214 million worldwide users. Most of them are under 45. They have higher household income than an average consumer. And you can’t reach any of them with an ad buy. Last year, streaming eclipsed broadcast and cable TV in total viewership. This is according to Nielsen’s Gauge report, which found that 26% of all TV viewing is now streaming. The trend