Lady Wong
Situation:
Lady Wong, an Indonesian dessert boutique based in New York City's East Village, launched in early 2022. Following the launch, their Indonesian Rainbow Cake rapidly became a social media sensation, propelling the business into the spotlight. In light of this unexpected viral success, co-owners Mogan Anthony and Seleste Tan reached out to enhance their media presence and capitalize on the momentum. They contacted Karlie, seeking professional guidance and strategies to secure broader media exposure, aiming to harness the organic social media attention to foster sustained growth and brand recognition.
Strategy
After consulting in late April, Karlie proposed leveraging the popularity of the Indonesian Rainbow Cake by associating it with PRIDE Month in New York City, a timely and relevant event, to maximize visibility and engagement.
To enhance media appeal and community engagement, Karlie suggested donating a portion of the cake's sales to an LGBTQAI+ nonprofit organization. This approach aligns with the PRIDE theme, adding a philanthropic angle to the campaign.
Karlie initiated a partnership with the Hetrick-Martin Institute (HMI), a choice that resonated with Lady Wong - which, ultimately, gave Lady Wong credibility and a clear connection to the LGBTQAI+ community.
Comprehensive Media Outreach: Karlie compiled essential press materials and conducted targeted outreach to key media outlets. Local coverage was sought from prominent New York City platforms such as The New York Times, The Wall Street Journal, New York Post, New York Daily News, Time Out New York, Eater New York, WABC, and New York Magazine/Grub Street. National exposure was aimed for through online publications like Bon Appetit, Food & Wine, Epicurious, Esquire, PopSugar, Brit + Co, PureWow, and Refinery29, ensuring a wide-reaching impact.
Results:
Exclusive Feature in The New York Times: Karlie secured an exclusive feature for the Indonesian Rainbow Cake in The New York Times. She arranged for sample deliveries and worked closely with the publication to facilitate the cake's inclusion in the "Front Burner" column within the Food section, ensuring significant visibility.
Expanded Media Coverage: Following the success of the feature in The New York Times, Karlie intensified her outreach efforts. Her strategy was well-timed with the onset of Pride Month, capitalizing on the heightened public interest. As a result, Lady Wong's story and products received widespread coverage across both local and national media platforms. Notable placements included Time Out New York, Thrillist, and Forbes, among others.
The media placements significantly elevated Lady Wong’s brand profile, aligning the boutique's offerings with Pride Month's spirit and driving increased foot traffic and online interest during this key seasonal period.