Case Study : Paper Clouds Apparel

Phoenix Consumer PR Agency
NBC TODAY SHOW : 04.09.15
Paper Clouds Apparel PR Firm

Client: Paper Clouds Apparel


Assignment: Increase awareness of a global startup company that’s raising funds in a fashionable way for adults and children with special needs.  


Approach: Tell the story about how Paper Clouds Apparel was formed, highlighting the passion and determination of the company’s founder. Use a grassroots video to show how adults and children with special needs benefit from T-shirt sales. Partner the company with well-known, reputable nonprofits that can spread the good word about Paper Clouds Apparel with their influential network of supporters. Enlist a powerful retail industry speaker to share the Paper Clouds Apparel story with big-name brands like Target, eBay, reddit, HSN and QVC. 


Results: Captured attention from producers at The Today Show, who flew out from New York City to Phoenix to spend the entire day filming different parts of the Paper Clouds Apparel story. The nearly four-minute piece and accompanying online story, all about Paper Clouds Apparel, reached more than 8.5 million people. The exposure from this national placement and online story alone is valued at nearly a half of a million dollars, and resulted in more than 6,000 new social media followers and more than $12,000 in sales the day the story aired. The best part? More than half of the sales at Paper Clouds Apparel go back to children and adults with special needs.  

Working with Duality Public Relations has been amazing. Angela and Kristy are always connecting with me to tell me about new leads they have found that want to give some exposure to Paper Clouds Apparel. Without their help there is no way we would have had The Today Show fly out to Phoenix and film a segment on us. That one day brought us more than 6,000 new followers on social media alone and we had more than $12,000 in sales that day! They continue to find new outlets for us and we are ecstatic to keep moving forward with them.

– Robert Thornton, Founder, Paper Clouds Apparel

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