Company: Lion Brand Yarn
Campaign: Lion Brand podcast and blog
PR Team: internal and Converseon
Duration: October 2007-October 2008
Budget: $40,000
Despite its reputation as a seemingly ageless pastime, knitting has found a new life on the Web, spawning numerous knitting blogs and even a few online communities. Lion Brand Yarn, itself more than 125 years old, aimed to connect with Web-based consumers by creating an online portal for knitters. The company used the site to drive loyalty and sales for its brand, says ...