BBQGuys, aiming to set the outdoor kitchen market ablaze, partnered with Gen3 Marketing’s dedicated Performance PR team to revolutionize their approach to mass media marketing. The campaign, strategically timed during key spring and summer months, aimed for growth in traffic, orders, revenue, and ROAS (Return on Ad Spend). Aligning with major events like Father’s Day and July 4th, the challenge was to kindle growth in a competitive landscape, leveraging the client’s “Life Is Better In Your Backyard” mission statement.

Gen3’s strategy was a blend of innovation and smart execution. Recognizing BBQGuys’ varied outdoor product range, the team targeted mass media partners aligned with cooking and outdoor themes. A focus on dormant partnerships reinvigorated the campaign, and Jade De Perio’s strategic insight played a crucial role. The Gen3 team capitalized on existing press and enhanced BBQGuys’ presence through the optimization of existing off-site articles. The approach involved a balance between immediate gains and sustained growth, targeting year-over-year improvement.

The results were striking. Despite challenges with non-mass media partners, the campaign showed a significant year-over-year increase with an impressive +414% growth in revenue. The optimization of partnerships with key players contributed to this success. Time Inc. alone experienced a remarkable +518.26% YoY increase in revenue. The campaign’s triumph is further highlighted by its 86 press hits during the spring/summer period, a testament to Gen3’s ability to ignite significant growth and establish BBQGuys as a dominant player in the outdoor kitchen market. This case study was selected as the winner for “Best Performance PR Campaign” in the 2024 US Partnership Awards.