Case Study: VML sparks a global conversation with Propeller Group

VML generates 107 global media pieces with Propeller Group

The customer, VML, wanted to generate a major cultural moment and global media attention for a project involving lab-grown dinosaur leather, aiming to position themselves as pioneers in creative technology. They turned to the vendor, Propeller Group, for a PR strategy to build business credibility for their bold concept.

Propeller Group devised a high-impact media plan, launching with an exclusive in The Times and then targeting coverage across science, business, fashion, and tech verticals. This approach created a sustained wave of international coverage. The results for VML included 107 global media pieces, an estimated 124 million views, and a total media reach of 804 million, successfully elevating their global profile as a boundary-pushing agency.

VML