Popongo
During the pandemic, entrepreneur Errol Anderson, a Jamaican native and Colorado resident, created and launched a new backyard game: Popongo. As a new family-friendly game, Popongo was challenged with entering a booming market and had no prior brand awareness or authority. Popongo needed help to activate a PR campaign that would successfully launch the new family-friendly game and build the brand’s reputation in the entertainment space while differentiating it from mainstream competitors, such as Cornhole.
Interdependence developed a new product launch campaign to introduce Popongo into the family game and entertainment space, raise awareness for the story of its creation and secure media coverage in national, regional and local media outlets, as well as industry trades. Leveraging our proprietary technology, Interviewed™, coupled with proactive media outreach, we consistently identified opportunities that positioned Popongo as a fun and interactive board game that secured valuable coverage with top-tier outlets and inclusion in popular gift guides. Interdependence also executed a thoughtful human-interest campaign to position Anderson for thought leadership opportunities and profiles. Additionally, Interdependence developed creative strategies to help Popongo build and maintain a presence in the community.
During the 12-month campaign, Interdependence secured 51 placements resulting in more than 8.7 million media impressions.
Audience
Effectively reached key audiences within the consumer, family, entertainment and lifestyle space
Key Outlets
Secured placements in key outlets such as BuzzFeed, Forbes, Yahoo! News and the TODAY show
Gift Guide Features
Secured gift guide inclusion for Mother’s Day, Christmas, and more with outlets such as Daily Mom and Buzzfeed
Media Exposure
The campaign increased Popongo’s overall media exposure by 44% YOY
See increases of 300-400% in conversion rates powering far more media placements.
