Case Study: Mogu Mogu achieves major retail listings growth with Richmond & Towers

Mogu Mogu boosts major retail listings by 55% with Richmond & Towers

Mogu Mogu, a viral soft drinks brand, faced the challenge of being perceived as a niche product confined to world foods aisles, despite its significant online popularity. They tasked the vendor, Richmond & Towers, with creating a trade communications plan to change this perception, generate media buzz, and secure crucial new listings with major retailers to become a mainstream must-stock product.

Richmond & Towers executed a comprehensive trade PR strategy that included generating targeted news stories, hosting an interactive sampling event for key media, and distributing branded mailers to influential journalists. The results were significant, including 81 pieces of trade coverage, a 33% share of voice in a key report, and a direct 55% increase in major retail listings, which the client credited to the campaign's tangible impact on their bottom line.

Mogu Mogu