Smarty is a premier online shopping destination that automatically applies the best coupon on purchases from more than 6,000 U.S. retailers, such as Target, Walmart and Best Buy, and from more than 38,000 global merchants.
It makes online shopping smart by providing price comparisons that ensure customers get the best price every time, solidifying its position as a leading cashback and savings app.
Smarty sought to capitalize on the shopping frenzy surrounding Amazon Prime Day in July — one of the biggest shopping days of the year. With competition from other cashback apps and limited time to capture consumer attention during this high-stakes event, Smarty faced the challenge of standing out as the go-to savings tool.
To help the cashback app stand out from the crowd, PR’s goal was to secure widespread media coverage and establish Smarty as an expert in the consumer spending and savings category during the key shopping period.
PR’s strategy centered on positioning Smarty’s CEO, Vipin Porwal, as the ultimate Prime Day savings expert to gain visibility and generate a groundswell of media coverage.
The team focused on leveraging Porwal’s insights around what to buy on Prime Day, including air purifiers and carafe water filtration products, and shopping deals from featured sales. Porwal also provided commentary on what to avoid buying during Prime Day, such as expensive dinnerware, furniture and large appliances, to help consumers make more informed shopping decisions.
With a goal of reaching syndicated reporters, PR sent tailored pitches to top-tier publications, emphasizing Porwal’s expertise and offering approved commentary and/or interviews. The team contacted reporters, including Zoe Malin, Choncé Maddox, Kerra Bolton and Trae Bodge, to share Porwal’s unique perspective on Prime Day shopping trends that should be top of mind for consumers.
Bospar’s PR team methodically released Porwal’s commentary and insights in the days leading up to Prime Day to position Smarty as the ultimate pre-shopping resource.
The PR team’s efforts paid off!
Through coverage from reporter Bodge, PR secured top national broadcast exposure with a Smarty feature on The Today Show, which syndicated to over 20 NBC affiliates across the country. The team also secured a top-tier placement in Malin’s NBC Select article, which featured Porwal’s expert commentary on what products to skip on Prime Day. The resulting article was syndicated to multiple media outlets, including MSN, AOL and Dynuz.
Additionally, PR garnered two exclusive stories for Smarty in GOBankingRates, highlighting the best things to buy and ways to save during Prime Day. These stories combined were syndicated to more than a dozen outlets — including Nasdaq, Newsbreak, Yahoo Finance and Taranga News — further amplifying the campaign’s reach and impact.
Media coverage included:
By leveraging Porwal’s insights, the PR team successfully elevated Smarty’s brand profile during Prime Day, gaining visibility during the busy shopping event. The campaign positioned Porwal as a trusted consumer spending source while securing top-tier coverage, further strengthening the partnership between Smarty and Bospar.
“Bospar was instrumental in shaping our Prime Day campaign strategy and amplifying our message across top-tier media outlets. Their ability to position our CEO as a trusted shopping expert and secure impactful coverage in national and regional publications was a game-changer. The results exceeded our expectations, driving significant brand visibility and user engagement during one of the most competitive shopping events of the year.”
— Natasha Kleinman, vice president of brand marketing at Smarty
Nick Yacenko is an Account Supervisor at Bospar. His experience has brought him to different walks of the public relations industry, from B2B technology such as HR Tech, APIs, cyber security, web3, AI and SaaS to consumer products, lifestyle, travel, and celebrities. His experience includes publicizing pink pineapples, dartboards, waterparks, ski resorts, and top actors, athletes and artists. He has also honed his craft in analyst relations, securing countless client briefings. Nick earned his bachelor’s in Communications and his master’s in Communications and Media from Rutgers University. He resides in Northern New Jersey with his fiance and their two kittens, Mango and Simon.
