ABOUT SAWYER

Founded in 1984, Sawyer has been at the forefront of innovation in water filtration, insect repellent, sunscreen, and first aid. Sawyer water filters efficacy makes them the filter of choice for global health initiatives led by the EPA, WHO, UNICEF, and over 140 charity organizations.

MISSION

While Sawyer has solidified itself as a leading producer of water filters and insect repellents in the outdoor space, the brand sought to increase its exposure in mainstream consumer media with the goal of bringing awareness to its Permethirn-based products when combating insect-borne illnesses such as Zika and Lyme Disease. In addition to its repellents, Sawyer tasked Cliffhanger with elevating awareness for the personal water filtration systems with its Micro Squeeze Filter at the forefront. With the brand’s commitment to developing high-performing products with industry-leading technology, Sawyer water filters not only keep people safely hydrated while outdoors, but they also help to bring clean water all over the world, reducing waterborne illness by over 90% in developing countries.

APPROACH

Cliffhanger’s comprehensive media relations strategy began with Outdoor Retailer (OR), the largest outdoor tradeshow in the country. Leveraging the launch of the Micro Squeeze filter, the agency led efforts with a robust schedule of meetings with tier 1 outdoor publications. The agency also nominated the brand and its products for tradeshow awards, including “Editor’s Choice” award from Outdoor Retailer’s The Daily publication. 

Following OR, Cliffhanger focused on a combination of product reviews and feature articles highlighting the brand’s philanthropic work through Sawyer International. To achieve this, the agency saturated a wide range of vertical markets ranging from outdoor publications to women’s and men’s interest outlets, as well as business publications.

EXECUTION

Cliffhanger first focused its PR efforts on leveraging the brand’s presence and new product launch at Outdoor Retailer, booking meetings with marquee outdoor and travel publications. As a result, Cliffhanger successfully generated advanced interest in the new filter, along with strategic review opportunities. Simultaneously, the agency concentrated on seeding review opportunities for the existing product line by saturating a wide variety of vertical markets, taking advantage of timely summer pitching angles, like camping, hunting season, trail hiking and more. 

With the launch of the Micro Squeeze filter, Cliffhanger meticulously secured reviews with influential publications in the outdoor, travel and both men’s and women’s interest verticals. This pipeline of media coverage carried into the holidays, in which the agency secured numerous gift guide inclusions positioning the filter as the most efficient and compact water filter for the outdoor adventurer or traveler. 

Ahead of spring, Cliffhanger media relations approach focused on the problem with Lyme disease while highlighting the efficacy of the brand’s permethrin and picaridin-based products in the fight against ticks. Through a combination of geo-targeting media outlets in regions most affected by Lyme disease, national media outreach centered on tick and Lyme disease education and the utilization of in-house designed infographics, the agency delivered a groundswell of media coverage during acritical season for the brand.

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RESULTS

During Outdoor Retailer, Cliffhanger secured meetings with key journalists and tier 1 publications, including Backpacker (1,591,659UMV), Outside Magazine (2,829,662 UMV), and the Travel Channel(3,574,754 UMV).  The Micro Squeeze filter was awarded “Editor’s Choice” by Outdoor Retailer’s The Daily publication, an accolade that garnered the brand attention from the outdoor industry and consumer alike. 

Cliffhanger’s strategic outreach efforts and carefully crafted messaging of the Micro Squeeze filter and repellents resulted in inclusions across influential outdoor outlets, including Outside, Backpacker, Clever Hiker, The Trek, Section Hiker, Gear Patrol and more. Additionally, the agency delivered coverage in venerable consumer publications such as Forbes, Better Homes and Gardens, Elite Daily, Bustle, Wirecutter, National Geographic and highly respected outlets like Prevention Magazine which named Sawyer’s permethrin as the leading DEET-free repellent. The agency’s strategic approach to outreach also resulted in inclusions in several “Best Of” roundups in highly respected and trafficked publications. 

Notable Successful Metrics Include:‍

- 608,832,510 million impressions generated over the course of 10 months

- 370,112,031 million impressions generated during the holiday season 

- $528,845 in print and broadcast ad value via earned media efforts over the course of 10 months

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