objectives

DKC was retained in March 2009 by licensing agency Gator Group to promote lifestyle brand Paul Frank and execute a multi-faceted communications campaign to drive awareness and consumer demand.

strategy

DKC has handled all aspects of the ongoing public relations campaign, including celebrity outreach, gifting suites, product placement on national TV shows, coordination of trade show events, and photo shoots set up to garner editorial coverage of Paul Frank products.

DKC has led media outreach for the launch of consumer products ranging from clothing to accessories and sports gear.

Through outreach to industry trade publications, DKC has secured impactful coverage of Paul Frank among the licensing community, a key audience.  

DKC worked to create a content strategy for a pre-existing Paul Frank Facebook fan page that had remained untouched for months and execute some community building by posting regular content and engaging fans through a variety of Facebook applications.

result highlights

DKC has garnered press in high-profile media outlets including USA Today, New York Post, Teen Vogue and INS & OUTS Magazine, and was featured on “Real World” and “The Real Housewives of New York City.”

Among the licensing publications, DKC has secured coverage in Kidscreen, License! Global, and Cynopsis.

DKC’s digital update attracted over 155,000 fans and about 3,000 page/content interactions a day and continues to grow daily. Paul Frank is now using the page as an immediate market research tool asking consumers what to include in their holiday clothing line.