Christine Lee
Sr. Brand Director, Ladder
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Ladder Supplements
Elevating a new brand and its products in the market with Media Relations
It’s been a great experience working with The LaunchPad Agency. They have great relationships with the media and the team has secured impactful media placements that have had a positive impact on the Ladder brand.
Situation
Ladder, a company created by the pros, LeBron James and Arnold Schwarzenegger, contacted The LaunchPad Agency to grow brand awareness for their line of pure supplements that help users sustain and enhance their performance before, during, and after workouts. Our team strategically planned and launched monthly PR campaigns creating brand and product awareness in targeted consumer and sports media verticals. We also helped launch new products into the market and promoted their newly established partnership with The Vitamin Shoppe, a major vitamin and supplement retailer.
Strategy
Our strategy was to ensure the brand was accurately represented while raising awareness of the natural products LeBron James and Arnold Schwarzenegger created to support their training routines. Our team of experienced media professionals crafted the pitch story to garner media interest and ensured that articles told the story of Ladder’s brand and mission to deliver quality ingredients for the benefit of the user.
Our approach generated the attention of the press and delivered interviews with LeBron James, Arnold Schwarzenegger, Trea Turner (Los Angeles Dodgers), Myles Garret (Cleveland Browns) and Bobby Wagner (Los Angeles Rams) to name some of the celebrity athletes that were leveraged to position the brand at the top of the industry.
Execution and Tactics
Our team was dedicated to creating unique brand messaging that was featured throughout the PR campaign. We identified key media outlets that would get the brand in front of users that would benefit most from Ladder products.
Samples were delivered to members of the press to generate a successful media product review program, allowing the products to speak for themselves. At The LaunchPad Agency, we recognize that third party validation is an essential contributor to the overall success of campaigns.
With the pure ingredients in Ladder products, we knew it was important to get the supplements to a diverse set of users to support fitness training. Although Ladder was created by the pros, it supports fitness training at any level through increasing hydration, delivering essential electrolytes, and improving endurance. We were able to partner with several media outlets to ensure that the product was presented to a diverse group of users.
Results
The press was drawn to the Ladder brand right away and media placements were secured with Insider, Sports Illustrated, Men’s Health, People, GQ, Men’s Journal and more. In addition, key industry outlets such as BeverageInsights, BevNET, Chain Drug Review, Drug Store News and Vitamin Retailer, all covered the news of Ladder’s debut in retail at The Vitamin Shoppe, providing deep exposure within a key vertical market.
Media outlets were excited to gain exclusives with Arnold and LeBron to discuss the Ladder brand and benefits. The coverage was positive and appealed to a wide audience who engaged in fitness activities at all levels. Overall, key sports, health, fitness and industry trades have now covered Ladder and helped elevate the brand and its products.