Ooni Pizza Ovens Goes Electric
Ooni has been slinging outdoor pizza ovens for more than a decade, establishing itself as a leader in the industry that helped “transform home pizza making,” according to Guy Raz from How I Built This (a podcast Backbone helped to secure for Ooni).
When it came time to introduce to the world Ooni’s first-ever all-electric, indoor-outdoor pizza oven—the Volt 12—we had to go big. So, we activated a triple-threat of marketing services: PR, Affiliate, and Paid Media.
The PR team offered a first look under embargo and queued up coverage in Gear Patrol, HiConsumption, Robb Report, Taste of Home, The Spruce Eats, and more, to coincide with the launch. To extend the initial success of PR outreach, the affiliate team scheduled a newsletter and direct outreach emails.
Garnered more than 4.75 billion earned media impressions via more than 600 placements.
To further win over the media and prove the Ooni Volt 12 was worthy of coverage, the PR team held media events in the two largest media markets, New York City and Los Angeles.
The paid team coordinated digital placements, homepage takeovers, dedicated newsletter blasts, and a first-of-its-kind interactive ad unit, aka a Mini Story, with the New York Times.
Paid media placements blanketed mainstream and food and beverage publications.
This integrated and multi-phased approach ensured top-tier launch day media coverage for the Volt 12 and drove significant web traffic and sales for the new oven.
