Work / Case study
The brief
Bern, a Massachusetts-based helmet company, had spent 20 years building a cult following among die-hard cyclists, skaters, snowboarders, and skiers. As the company shifted from selling through third-party retail to a direct-to-consumer model, it needed to expand beyond its well-established base of fans and reach new audiences—particularly parents shopping for kids’ helmets, e-bike riders, and snow sport enthusiasts for its new Hendrix helmet.
What we did
- 01
Narrative and Messaging
In our Narrative Seminar with the Bern team, Quarter Horse homed in on the most important factors that drive new audiences to purchase a Bern helmet: safety, style, and long-term value. We updated the company’s messaging and marketing copy guidelines and created a press kit highlighting Bern’s history as a family-owned brand loved by Olympians, parents, and street athletes.
- 02
PR Strategy
We took a multi-pronged approach that included giving reporters from across sports, lifestyle, and parenting media—and their families—the opportunity to test out Bern’s new helmets firsthand. Quarter Horse’s outreach focused on top-tier national and trade journalists and influencers who were themselves cyclists, skaters, or snow sport enthusiasts, as well as those who were parents.
- 03
Proactive Media Sampling Program
With each new helmet release, Quarter Horse selected a handful of reporters for product sampling and access to Bern’s founder to speak about the design and extensive safety testing. Rather than blindly sending hundreds of samples out and hoping for the best, we built relationships with individual reporters and made sure they were genuinely interested in putting Bern’s new products to the test.
Real impact
Our efforts paid off. We initiated and nurtured relationships with more than 40 national and trade reporters and freelance writers across cycling, skating, and snow sports, resulting in in-depth reviews of Bern helmets in key outlets and thus expanding the brand’s visibility among its new target audiences. Coverage that immediately preceded a spike in sales included Bern’s e-bike helmet in WIRED’s gift guide, a review of the kids’ Nino 2.0 helmet in Rascal Rides, an in-depth review of Bern’s new Hendrix helmet in Travel + Leisure, and inclusion in New York Magazine’s coveted holiday gift guide.
Quarter Horse PR
Communications for purpose-driven companies. Brooklyn, NYC.