CASE STUDY: From Foil Balloons to Online Comics, Using Public Relations to Expand the Visibility of an Independent Comic Brand

CASE STUDY / From Foil Balloons to Online Comics, Using Public Relations to Expand the Visibility of an Independent Comic Brand

BACKGROUND

Gemma Gené is an acclaimed artist and illustrator based in New York, recognized for her unique perspective on everyday objects and her distinctive artistic voice. While her work received appreciation within art galleries, it was her digital presence—particularly the web comic @157ofgemma—that reached a wider audience.

Gemma’s comics, often centered around her life with her pug Mochi, blend humor, relatability, and a strong visual style. Gemma engaged Grozina to develop a public relations strategy that could increase visibility, strengthen recognition, and help position the comic for wider cultural reach. 

CHALLENGE

Gemma’s comic had strong emotional appeal and a highly relatable voice, but growth was largely dependent on existing audience discovery and organic sharing. To expand reach, the comic needed stronger visibility through trusted media channels and exposure to audiences already aligned with its humor, aesthetic, and emotional connection.

At the same time, promotion needed to feel authentic to Gemma’s artistic identity, preserving the integrity of the work while increasing awareness at scale.

STRATEGIC APPROACH

• Decided to prioritize earned media and public relations rather than audience growth tactics because Gemma had already built a substantial following of more than 350,000 followers. The objective was not to build a platform from the ground up, but to expand awareness of the comic beyond its existing digital audience and into mainstream cultural visibility.
• Decided to position the comic around its relatability, humor, and emotional connection rather than traditional art-world messaging because the strongest opportunity existed in helping broader audiences connect with the story behind Mochi and everyday life.
• Decided to pursue high-visibility editorial coverage rather than fragmented promotion because trusted media validation offered stronger public awareness and cultural credibility.

EXECUTION HIGHLIGHTS

• Developed a targeted public relations strategy focused on increasing visibility for Gemma’s comic and artistic storytelling.
• Crafted media narratives highlighting the humor, relatability, and emotional appeal of Gemma’s life with Mochi.
• Conducted outreach to publications and communities aligned with art, lifestyle, pets, and digital storytelling.
• Secured earned media coverage through the HuffPost, significantly expanding exposure to a broader audience.
• Positioned Gemma and her comic as a relatable and culturally engaging creative brand with broad audience appeal.

RESULTS AND IMPACT

Public relations efforts expanded awareness of Gemma’s comic beyond her already established audience, introducing the work to broader mainstream readers through trusted editorial visibility. Coverage in the HuffPost significantly increased public exposure, helping elevate the comic from a successful social platform into a more widely recognized cultural brand.

Rather than focusing on follower growth, the strategy strengthened broader public recognition, reinforced Gemma’s credibility beyond social media, and created additional visibility for her work among audiences who may not have otherwise discovered the comic organically. The enhanced public profile also helped create clearer monetization pathways across digital platforms, supporting opportunities for commissioned work, brand partnerships, and merchandise sales tied to the comic’s distinctive identity and loyal audience. 

Most importantly, the campaign demonstrated how strategic public relations can expand awareness for an already successful creator—transforming an engaged digital following into wider mainstream visibility through earned media and storytelling.