The task
Partnering with a brand development firm, Luna Public Relations was tasked with promoting Carter’s children’s clothing Thanksgiving philanthropy initiative known as “Carter’s Giving Tuesday Pajamas Program” – with every pajama purchased on Giving Tuesday, Carter’s donated one of America’s favorite jammies to needy children across the U.S.
The results
Secured coverage in local newspapers and on local parent magazines’ websites and social media sites including Newsday, L.A. Parent, New Jersey Family and Carolina Parent
Driven by a strong call-to-action, nearly 100,000 pairs of pajamas were donated nationwide, and the campaign surpassed more than $2 million worth of pajama donations
Carters.com saw a six percent increase in web traffic on the day of promotion
Coverage secured in:
