Case Studies
From Unknown to Major Player: Cozey’s US Launch
Cozey, a Canadian brand, partnered with Wolf PR to drive its expansion into the US market—a key part of their overall strategy. The challenge was that Cozey was brand new and had to start at zero. With no prior US presence, we built and executed a strategy that created brand recognition through top-tier press placements and a strong affiliate marketing strategy, which then opened up additional opportunities for exposure and sales.
Select highlights for Cozey’s inaugural year in the US include:
Minstral's inclusion as the top sectional in Elle Decor
Chloe picked as the best overall washable rug for Apartment Therapy
Atmosphere receiving a positive review from Architectural Digest's Clever
Altitude, a new product category for Cozey, launch coverage included an in-depth piece on top design blog, Design Milk.
A detailed interview with Frederic in the Vancouver Sun
Results:
Cozey averaged several press hits a week, every week, with placements in Architectural Digest, Today Show, WIRED, Harper’s Bazaar, The Skimm, Living Cozy, BuzzFeed and more—all without paid advertising. Our affiliate strategy played a key role in driving additional traffic and boosting visibility.
Right Time, Right Pitch-
Millions of Dollars and a Doubled Newsletter List
Graf Lantz, a company known for their expertise in wool products, quickly pivoted during the pandemic to produce high-quality masks. We immediately saw an opportunity to get their masks included in any and all “best masks to buy” round ups, and we knew we had to be strategic and work quickly. Our affiliate marketing strategy was key, positioning Graf Lantz in publications that required affiliate links,
When a well-designed product like Graf Lantz’s mask meets an extremely narrow window for a placement bonanza AND is paired with a PR team that is quick and nimble, the results can be impressive.
We started with the The New York Times, quickly coordinating the shipment of mask samples to the entire testing panel at Wirecutter. The masks earned the exciting placement as one of Wirecutter’s top rated masks, and stayed there for nearly a year.
We positioned Graf Lantz’s masks as having a no-lip-touching design leading the Times to dub the GL mask as “The Mask You Can Yawn In!”
Thanks to our efforts Graf Lantz’s masks were also featured in WIRED as one of the “19 Face Masks We Actually Like to Wear,” as well as Fast Company, Forbes, Esquire, Gear Patrol, The Daily Beast, Pure Wow, Business Insider, Well + Good, Men’s Health, Real Simple, and Design Milk, to name a few.
Results:
The resulting traffic and sales to Graf Lantz’s website more than doubled their mailing list and generated millions of dollars in revenue. Because of our PR strategy, the NYT kept the Graf Lantz mask top of mind and featured it in nearly every story they published about masks.
This kind of placement is what happens when a rare and BIG topical moment meets a perfect product and is paired with a nimble PR team (Wolf PR!) that can see opportunities outside of standard outreach protocol.
And we would be remiss to leave out a few examples of rave reviews and affiliate hits from Epicurious, Bon Appetit, Oprah, and New York Time’s Wirecutter that Wolf PR secured for Graf Lantz’s wool product line!
From Unknown to Brand Saturation and Millions of Dollars in Revenue
Wolf PR started working with sustainable furniture brand Sabai shortly after their launch while they were a relatively unknown brand. Within two years we created so much interest via regular media placements that Sabai generated millions of dollars of revenue.
A highlight of this partnership was working on the launch of the Sabai Standard, which included Sabai Revive – the nation’s first ever furniture buy back program for consumers. This program allowed consumers to return their used Sabai sofas to the company, where they would be recycled or repurposed, highlighting Sabai’s commitment to sustainability and reducing waste.
Over the course of ~two years, Wolf PR was able to secure features on a regular basis, averaging one placement per week. Some of the highlights include:
a multi-page feature in Dwell‘s “Made in America” issue (see below)
an in-depth feature in Fast Company timed with the launch of Sabai’s new coffee table detailing the reclaimed wood used to construct the table
a full page in Metropolis magazine detailing their sustainability story
and recurring affiliate placements in millennial-focused titles like Clever, Domino, Apartment Therapy, My Domaine, The Zoe Report, and The Good Trade.
Results:
These placements helped to increase brand awareness and reach a larger, targeted millennial audience, as well as establish Sabai as a leader in the sustainable furniture industry.
And while we always say PR is not a sales tool, it’s hard not to highlight the financial impact of these press placements had on Sabai’s overall growth.
Sprezz, a relatively new brand, had been working with Wolf PR for several months when they were ready to launch their first major collaboration: a beautiful tabletop collection co-designed by AD100 designer Adam Charlap Hyman and his mother, artist Pilar Amon. We were excited to usher in this milestone and make a big impact with the media for their first product line expansion.
What We Did:
Their horoscope glassware collection made a high-profile debut in The New York Times, marking the second time Sprezz had been featured in NYT within just six months.
We also snagged coverage for the ribbon plates in Elle Decor— one of the industry's most coveted design publications.
To ensure maximum visibility, we saturated the media with this collaboration, landing additional features in Harper’s Bazaar, Frederic, Business of Home (one of the top-tier trade publications), Domino, Sight Unseen, Coveteur and many more. Each outlet helped tell the story of the brand’s first collaboration, highlighting its mix of design, artistry, and family connection.
Results:
With over fifteen placements in top tier media on one single collection, our work made a big bang in the design world, catapulting Sprezz’s collection into the spotlight. The coverage not only boosted awareness but established Sprezz as a serious player in the market by creating visibility across major design and lifestyle publications.
Launching with Impact: Sprezz’s First Collaboration Garners High-Profile Media Attention
We’re Looking for D2C and Design Brands
We are looking for amazing consumer focused/D2C and design brands to work with because, well, we’re really good at getting media placements for these kinds of companies. Our clients end up in top-tier titles, regularly.
If you know a brand that would benefit from our work we would love an introduction.