Big Lots
3 billion impressions in 15 months.
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“Belle has been a fearless ally in our public relations
and communications.”
BECKY ZIEGLER, VP MARKETING - CREATIVE & PR AT BIG LOTS
What started as an influencer holiday event with penguins (yes, real penguins) evolved into a strategic partnership with one of the top U.S. retailers. We proudly helped Big Lots with a holistic approach to their marketing through influencers, executive communication, crisis support, creative strategy and national consumer PR.
INFLUENCER RELATIONS
For the nationwide launch of their kid’s line, Dream Street, who better to tap than the audience with all the buying power - moms! We partnered with some of our micro-influencer friends to generate authentic and diverse content driving awareness and sales.
In less than a month, our five partners generated more than 1.1MM impressions across Instagram, blogs and YouTube. The content was relatable, fun and had parents everywhere saying, “I’m heading to Big Lots now!” The retailer's social team was also able to repurpose this content for an even bigger splash, resulting in a sold-out clothing line.
0MM
SOCIAL IMPRESSIONS0%
AVG ENGAGEMENT RATE (0.97% INDUSTRY AVERAGE)For the nationwide launch of their kid’s line, Dream Street, who better to tap than the audience with all the buying power - moms! We partnered with some of our micro-influencer friends to generate authentic and diverse content driving awareness and sales.
In less than a month, our five partners generated more than 1.1MM impressions across Instagram, blogs and YouTube. The content was relatable, fun and had parents everywhere saying, “I’m heading to Big Lots now!” The retailer's social team was also able to repurpose this content for an even bigger splash, resulting in a sold-out clothing line.
0MM
SOCIAL IMPRESSIONS0%
AVG ENGAGEMENT RATE (0.97% INDUSTRY AVERAGE)
INFLUENCER SUCCESS:
HOLIDAY
Goal: Build brand awareness of Big Lots and generate excitement surrounding their holiday products.
20 partners across five regions
423 posts over five months
4.2MM impressions
"This was (by far) THE BEST influencer event I've ever attended." - @SincerelySaraD
INFLUENCER SUCCESS:
GRAND OPENINGS
Goal: Increase brand awareness of Big Lots’ grand openings in the Dayton and Wilkes-Barre regions and drive store traffic on and around grand opening day.
17 partners in two regions
500K impressions
6.5% average post engagement rate
75 people, on average, in line at grand openings (3X more than pre-influencers)
NATIONAL CONSUMER PR
Create a nimble + creative PR strategy for a major retailer who was ready to amp up their PR? No BIG deal. The Fortune 100 retailer sought to stay top-of-mind with customers, communicating their exceptional value and quality products through consumer media. We knew this opportunity would be LOTS of fun. Within weeks of beginning our PR partnership, we secured coverage in wishlist outlets like Forbes, Reader’s Digest, Essence and Yahoo! Seven months and over 2 billion impressions later, Big Lots’ decor now frequents outlets like PopSugar and Apartment Therapy with their value message shining through every time.
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MEDIA HITS INLESS THAN SEVEN MONTHS
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MEDIAIMPRESSIONS
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INCREASE INMEDIA MENTIONS YOY
EXECUTIVE COMMUNICATION
In early 2020, we reacted quickly to the pandemic alongside the Big Lots team and built a comprehensive crisis communication plan in five days. By anticipating our client’s needs and being a nimble partner, we became a strategic resource to advise in real-time situations. As the year progressed, Big Lots tapped our team's expertise to deliver executive communications that fostered brand affinity throughout a challenging time.
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