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The Insight

Core Bamboo’s line of organic, sustainable, and gorgeous bamboo houseware products had a problem of sorts: The company’s products were selling well in Bed, Bath & Beyond, on Amazon.com and Zappos, but customers did not know the company by name. Core Bamboo recognized that to achieve recognition beyond “Ooh, that’s pretty,” it would have to find an eco-savvy PR team and claim its territory.

Earth Day

Core Bamboo teamed up with Channel V Media just before Earth Day, the most important of eco-friendly holidays, to make its mark on…its own products. Because Earth Day is so widely celebrated by consumers and media alike, we aimed to become part of the conversation by crafting messaging that was educational (i.e., the value of bamboo as a resource), audience aware, and brand relevant. We then infused this messaging into a number of outreach and content formats, depending on our contacts’ beats, needs, audiences, and preferences. Our ultimate goal was to get products into the people’s hands so they could experience the quality craftsmanship, and eco-friendly design for themselves. This helped us establish Core Bamboo’s credibility quickly, thus putting us in a position to work with writers in the shaping of story ideas and the introduction of reader contests and giveaways.

  • Another green company we love for a DIY reception and gifts (for the couple and for tokens of appreciation) is Core Bamboo…

    — Equally Wed

Every Other Day

Although we like to think that Earth Day is every day, Earth Day media coverage only comes once a year, which meant developing a more versatile content strategy that would resonate with the environmentally conscious all year long. We paid close attention to consumer, marketing, and housewares trends to determine the best marketplace positioning for Core Bamboo’s product lines. Core Bamboo’s products range from the simple (a small bowl) to the ingenious (disposable bamboo serveware), which gave us a lot to go on. We focused on driving home the major advantages and value proposition of the brand—sustainable, inventive, food-safe, and attractive—and as a result, our outreach resulted in consumer-friendly stories and coveted brand mentions. (See "Results")


Christmas in July

Core Bamboo’s nearly limitless product line also lends itself to holiday gift guide pitches, which we begin crafting over the summer. Long-lead media outlets are sticklers for their schedules, and we always want to ensure we get the best products in front of the right editors, writers, and bloggers. We also explored additional holiday tie-ins, from Mother’s Day (Rose collection cutting boards!) to Memorial Day BBQs (chip and dip bowls!).


Core Bamboo

Giveaways

But what holiday would be complete without gifts? Editors, bloggers and writers know what their readers want, and so do we: free stuff. We worked closely with top outlets to tailor Core Bamboo giveaways to the tastes of their audiences.

Results

A combination of a lot of hard work, months of relationship building and follow up, and a great product line resulted in top-notch media coverage from some of the most-read outlets in the country. Core Bamboo has been featured widely in print and online publications such as Good Housekeeping, Cooking Light, SHAPE, Family Circle, American Way, Brides.com, EquallyWed.com, the Better Homes and Gardens blog (Better Recipes) and on the Zappos.com blog. Core Bamboo’s products were also featured in several local and trade outlets like NBC Philadelphia, Gourmet Business and the Port Arthur News. In other words, our work...worked.
  • Core Bamboo's brightly colored Bucket Bowl is perfect for anyone who loves to entertain...

    — Vegetarian Times

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