RefrigiWear, B2B Outdoor Media Relations Campaign

Posted in  Case Studies  on  November 3, 2025 by  Riley Hosman,  0 comments

The Goals:

The  2024/25 RefrigiWear B2B Outdoor Media Relations Campaign aimed to boost brand awareness, interest, preference, and sales through engagement, education, and placements in national outdoor-construction trade media. 

Key objectives included: 

  • Building brand awareness among companies outfitting employees for cold-weather outdoor work.

  • Highlighting that RefrigiWear products are fully insulated for extreme cold conditions (from 40°F to -60°F).  

  • Establishing RefrigiWear as experts in cold-weather safety. 

  • Enhancing RefrigiWear’s online presence, improving SEO through backlinks, and driving traffic to the client’s B2B website. 

  • Positioning RefrigiWear as the top manufacturer of cold-weather PPE by communicating the product's unique selling propositions and company news to key audiences.

“GreenHouse has been a valuable PR partner, leveraging their long-standing industry connections to secure meaningful coverage for RefrigiWear in top construction and safety trade publications. With their support, our subject matter expert has contributed 22 editorials and feature articles in just the last year, many republished across multiple outlets. Through trade show media relations, GreenHouse has helped us achieve valuable media coverage and establish relationships with publications that continue to share our news. We count on their team for clarity, professionalism, and a results-driven approach to planning and executing PR efforts." 

- Paula Glover, Marketing Communications Director, RefrigiWear


The Tactics:

Strategy and tactics included:

  • Identifying major initiatives, events, product launches, and company news.

  • Projecting the number of press releases considering the client’s budget and measurable goals.

  • Developing media lists using Cision and AI software, targeting B2B outdoor trade media outlets.

  • Reviewing 90+ trade outlets for editorial opportunities for RefrigiWear products and subject matter expertise.

  • Conducting ongoing proactive and reactive outreach to promote the RefrigiWear brand and its leadership.

  • Assessing media opportunities as they arise for alignment with objectives.

Major Activities For Ongoing Campaign Implementation And Execution:

  • Managing media and influencer relations through timely editorial request responses, proactive monthly pitching, and consistent communication (calls, emails, and annual planning meetings). 

  • Evaluating media opportunities for strategic fit. 

  • Tracking and analyzing coverage across print and online, with quarterly outcome reports and major publicity highlights.

  • Producing detailed quarterly brand reports with PR metrics, KPI progress, content deliverables, and top coverage.

The Results:

  • In 2024 (February-December), our team secured 95 B2B outdoor trade media placements for RefrigiWear, generating 12.6 million impressions and 131K estimated views. 
  • In Q1 2025 alone, our team secured 52 trade media placements, including three feature articles, four guest articles/bylined features, and numerous product placements. In sum, these placements generated 4.4 million impressions and 150K estimated views.  
  • Trade placements and impressions gained strong momentum in 2025, showing a significant increase from early 2024. We continue to work to develop strong editor relationships on behalf of RefrigiWear. These relationships, combined with proactively pitching monthly editorial calendar opportunities and press releases, have generated consistent publicity for RefrigiWear in 2025.

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About the Author

Riley Hosman
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