Case Study: StarKist achieves 336 million impressions and 10% social engagement with Cision's Campaign Microsite

Capitalizing on Current Events with Creative Distribution

StarKist, home of the iconic mascot Charlie the Tuna, needed to refresh a long-running brand character and connect with a broad, modern audience while also driving awareness for its newer pouch products. The challenge was to breathe new life into Charlie without losing his nostalgic appeal, using a timely, authentic approach tied to current events.

StarKist and agency Gatesman launched a lighthearted "Charlie for President" campaign hosted on Cision’s Campaign Microsite and amplified via PR Newswire, social distribution, Times Square placement and mobile-optimized content updates. The multi-phase effort drove strong engagement and reach: 336 million impressions, an average 10% social engagement rate, over 21,000 unique site views, 150 tweets (133,000 impressions) and more than 750 website pickups.

StarKist

Desiree Bartoe

Group Account Director, PR and Social Media