Knowing that the dollar store category was one of the fastest growing retail segments in America, Largemouth decided to capitalize on this trend to raise awareness for Dollar Tree. The PR team devised a wide-scale national consumer media campaign that would target the brand’s most important markets and promote the variety and value found at Dollar Tree.
At Dollar Tree, everything is really $1!
From local to national, Largemouth makes a splash to promote beloved national retailer
Challenge
Ideas
Comprehensive media outreach targeted national newspapers, broadcast, national consumer and trade publications and generated a steady drumbeat of feature stories in each of 34 target markets. Key messaging emphasized the chain’s “$1 per item” promise and communicated the store’s unique collections, name-brand merchandise, seasonal offerings, new products and distinct shopping experience.
Impact
The campaign was deemed a success, in large part due to the targeted and strategic pitch approach. Publicity efforts garnered more than 15 million media impressions each month and raised consumer awareness of the unique collections and everyday value at Dollar Tree.
15 million
media impressions per month
