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Bio Bidet Flushes Away the Competition During First-Ever Black November Sales Event

Bospar was brought in as Bio Bidet’s PR agency in 2020. We established Bio Bidet as a favorite with top-tier commerce editors and major consumer magazines, leading to the company’s 2020 Prime Day mega-breakout with over 90 stories secured. Bio Bidet achieved a record number of sales during Amazon Prime Day 2020. Its bidets stood out as a best-seller among the hundreds of thousands of products sold during the event.

Challenge

How could we ever top our 2020 performance for Bio Bidet? By securing more than 202 stories for a total UVM of almost 6.5 billion and what company executives acknowledge as record-breaking sales and site traffic.

Our 2021 objectives were to increase our coverage from the previous year, which we did handsomely, and to support our PR efforts by promoting new products that included a line of motion-activated kitchen faucets and air purifiers, which were added to the Bio Bidet product lineup in 2021.

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Strategy

To meet our 2021 goals, we decided to open the floodgates and extend Black Friday and Cyber Monday to what we called Black November – over a month of sales events beginning November 1.

Why just focus our sales event – and coverage – to one or two days a year?

Execution

The Bio Bidet 2021 Black Friday sales event officially kicked off on November 1 with a press release detailing Bio Bidet’s flagship products. It continued through Cyber Monday and Cyber Week and finished up on December 5. A second press release on November 1 announced the release of the new Bemis (Bio Bidet’s parent company) indoor air purification line. The account team pre-pitched review samples to the media, which helped generate coverage.

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Campaign Results

202 Pieces of Coverage around “Black November” & Cyber Week
6.5 B Total UVMs

Success

Results

Our 2021 Black November/Cyber Week initiative resulted in more than twice as much coverage as our 2020 Prime Day coverage. Company executives acknowledged the event resulted in record-breaking sales and site traffic.

Leading up to, during and after November 2021, the team secured 202 pieces of coverage from Bospar’s efforts around “Black November” and Cyber Week and including Best Reviews and other miscellaneous product placements. Across multiple outlets and news stations, UMVs totaled almost 6.5 billion.

During Black November, articles were syndicated to multiple outlets, including MSN (Saundra Latham), AOL (Leah Stodart) and several Yahoo media outlets. PR also secured several top-tier media outlets and broadcast placements, including NBC News (Zoe Malin), New York Magazine, BuzzFeed (Ciera Velarde), Rolling Stone (Nishka Dhawan, Oscar Hartzog), BGR (Maren Estrada) and Hunker (Pauline Lacsamana). For our Black November initiative, we secured 126 pieces of coverage, generating a UVM total of 3.6 billion across outlets.

During Cyber Week, we secured 46 pieces of coverage and generated a total UVM of 2.9 billion. Top hits included The New York Times-Wirecutter (Doug Mahoney, Shannon Palus), BuzzFeed (Jennifer Tonti), CNN Underscored (Chelsea Stone), Rolling Stone (Sage Anderson), New York Magazine and GQ (Timothy Beck Werth).

Our pitching efforts for the air purifier line launch resulted in coverage on NBC News (Mili Godio) and was syndicated on MSN and VNExplorer, generating a total UVM of more than 213 million. Bio Bidet’s BB-2000 toilet seat was included in Best Reviews articles, which contributed an additional 30 placements from different news stations nationwide.

In 2021, Bospar’s efforts on behalf of Bio Bidet earned a PRNews Platinum Award for Best Product Launch, Consumer.

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