For years, Breathe Right struggled to get people to understand how to use their nasal strips. Harder still, was making nasal strips culturally relevant.

All of a sudden came California Chrome – a rare Triple Crown contender, and the first horse to run the Belmont Stakes with a controversial equine nasal strip. It sparked an unlikely media frenzy, and a rare opportunity to put Breathe Right at the center of a conversation.

Our strategy was to use California Chrome’s quest for Belmont to shift the conversation from horse to human. We did it by championing an unlikely ambassador for human nasal strips….a nasal strip wearing horse.

We executed this strategy by using PR (supported by media integrations, and social activation) to insert Breathe Right into the conversation people cared about most, when it mattered most. In a matter of weeks, our PR efforts managed to get 14 of America’s top rating television show hosts to wear Breathe Right nasal strips live on air. We also activated trackside. Our Mascot, Stuffy, passed out 50,000 samples that enlisted race goers to “wear and share” nasal strips in a show of support for California Chrome. Over 2 million fans shared selfies wearing Breathe Right nasal strips. When all was said and done, a lot of talk drove a lot of sales. Breathe Right experienced a massive 37% increase in annual sales.

We sponsored California Chrome, as the official Breathe Right ambassador.

In a matter of weeks, we activated a full scale PR effort across broadcast, social, and events. We sent nasal strips to America’s top pop culture commentators resulting in 14 of America’s top rated television hosts wearing Breathe Right nasal strips live on air. We also activated trackside. Our Mascot, Stuffy, passed out 50,000 samples that enlisted race goers to “wear and share” nasal strips in a show of support for California Chrome.

Taking a gamble on an unlikely brand ambassador paid off. We put the spotlight on equine nasal strips and successfully shifted the product conversation from horse to humans.

Engagement rates on Twitter and Facebook blitzed industry norms by up to 34%. Over 2 million Americans shared selfies wearing our nasal strips.

When all was said and done, a lot of real time talk translated into long term impact. Breathe Right experienced a massive 37% increase in annual sales on the back of the Belmont activation.