Vistaprint is a global e-commerce brand empowering more than 17 million small business owners to professionally promote their business with quality printed and digital marketing products at an affordable price. Vistaprint’s goal was to stand out among competitors showing its dedication to its customers. Vistaprint engaged Chameleon Collective to drive awareness for Micro Main Street – a series of pop-up events celebrating the diversity and economic impact of small businesses.
Vistaprint’s MIcro Main Street kicked off with two events shining a spotlight on two underserved communities: LGBTQ-owned and veteran-owned micro-businesses. The overall goal was to to drive national and regional media coverage of the brand so that other micro business owners would consider their services when choosing quality printed materials. Chameleon Collective developed a public relations program that included partnering with Gene Marks, a small business expert, to serve as a spokesperson for the brand as well as pitching media and partnering with micro influencers at each event. The engagement lasted five months.
Chameleon Collective developed overall campaign messaging, as well as real stories of each micro business owner to pique media interest. Leveraging the media relationships, along with the expertise of Gene Marks and micro influencers, the team secured media hits in top-tier publications such as NBC LA, Thrive Global and Inc that linked back to the Micro Main Street website.
Micro Main Street earned over 169 million media impressions, included 520 social shares and and had 13 links in the coverage that drove to the website.
A participating vendor being showcased at a Micro Main Street event
PR Manager, Adam Lawless, being interviewed for the Micro Main Street event.