CASE STUDY: Hoopstery’s Slam Dunk, A PR Success Story in Targeting the Luxury Market
CASE STUDY: Hoopstery’s Slam Dunk, A PR Success Story in Targeting the Luxury Market
BACKGROUND:
Hoopstery is a custom luxury basketball hoop company based in Miami and led by artist Kseniia Matiakubova. They approached us to help promote their brand and reach the right audience.
CHALLENGE:
The main challenge faced in this campaign was positioning Hoopstery, a relatively unknown brand, in a highly competitive luxury market. In order to break into this market, we had to not only reach but resonate with a high-profile clientele whose tastes were dictated by the current and innovative designs. Furthermore, our target audience – top-tier designers and boutique owners, had numerous choices and limited time. To cut through the noise, it was essential that we position Hoopstery as an original and sophisticated option that was in alignment with the tastes and styles of the clientele.
PROCESS:
Our public relations efforts focused on targeting the audience most likely to purchase Hoopstery’s basketball hoops, which we identified as luxury residential and hospitality interior designers, decorators, stagers, and boutique showroom owners.
To reach this audience, we secured media coverage in Designer’s Today, a publication that specifically caters to this market. We also obtained a 3-page feature in Private Air Luxury Homes magazine titled “Hoop the Art: An Unspoken Relationship Between Basketball’s History and Contemporary Art.” This piece appealed to the high-end demographic that Private Air Luxury Homes caters to, which includes professional athletes, A-list celebrities, Fortune 500 executives, politicians, and entrepreneurs, all of whom fly privately with an average annual household income of $5.8 million.
RESULTS:
The outcome of our PR efforts has been beyond impressive. Not only has Hoopstery’s brand gained extensive exposure, it has been positively embraced by the affluent demographic. Media coverage from Designer’s Today and Private Air Luxury Homes magazine alone boosted Hoopstery’s visibility to a target audience with significant purchasing power.
IMPACT:
Our strategic PR campaign has significantly increased brand recognition for Hoopstery. Since the media coverage in Designer’s Today and Private Air Luxury Homes, there has been an observable growth in engagement from high-profile clientele. Hoopstery’s sales have experienced a substantial uptick and the brand continues to field inquiries from industry professionals, establishing them firmly in the sports and entertainment market. This has allowed Hoopstery to expand their operations and has had a positive impact on their overall growth strategy. Furthermore, the success of this campaign has allowed Hoopstery to forge partnerships with industry influencers and tastemakers, further cementing their position in the luxury basketball hoop industry.
