CASE STUDY: Allied BioScience
How do you combat misinformation in a pandemic?
When launching an antimicrobial surface coating in the heavily-regulated sanitizer industry, education is necessary. How can you effectively inform media and the general public about the first-ever and only EPA-approved product providing long-lasting defense against COVID-19 (and other viruses), especially as “bad actors” are touting unapproved yet similar durability claims?
Additionally, how do you position the product as a game-changer while managing ever-evolving messaging from the EPA and a last-minute government decision to change the announcement strategy?
During the two months leading up to the announcement of SurfaceWise2’s EPA-approval as well as their American Airlines partnership, communications plans and launch timing changed frequently, but the Snackbox team stayed nimble and helped our client navigate the complexities of a federal government announcement. After establishing a cohesive brand voice, the team made daily updates to press releases, pitches, and messaging as EPA-approval timing and rules regarding the announcement changed numerous times. Snackbox also worked in close collaboration with the EPA and American Airlines to maintain cross-team alignment on targets, messaging and media outreach.
Our team media trained multiple executives and identified a new primary spokeswoman based on her industry-leading credentials and ability to break down complex information into easily-understandable explanations.
With strategic tailoring of the pitch to local markets and various reporter beats, Snackbox secured and facilitated dozens of interviews – many happening within hours of pitching the reporter. Additionally, we provided immediate media responses to push back against misinformed reporters and bad actors.
On behalf of Allied BioScience, Snackbox reached an audience of over 2.8 billion with over 1300 placements in national outlets including Bloomberg, Business Insider, Fortune, Travel + Leisure, MSN Lifestyle and Scripps National News, as well as local stories from outlets such as The Texas Tribune, the Houston Chronicle, CBS Dallas, Fox Dallas and The Dallas Morning News in the three weeks following the announcement.