About Moonrock:
Headquartered in Burlington Massachusetts, Moonrock Paper Company is famous for its luxury line of paper products and fashion accessories. As the first company to introduce handmade, "tree-free" paper to North America, Moonrock Paper is well positioned in the luxury market with its chic and extensive paper and accessories collection. Each product line serves a unique purpose for consumers who have a keen eye towards beautiful, yet functional, paper products and accessories for home décor, specialty gift giving, workspace, special occasions, or for someone who wants to make an exceptional statement of creativity and elegance.

Issue:
Moonrock Paper Company had no public awareness, even though they had been in business for four years working on their distribution and sales strategy. Moonrock Paper Company retained Winsper's PR team to properly position and promote the brand in a very short time period to a variety of constituents including the luxury consumer, trade and retail channels.

Creative Solution:
Drawing on the strengths and diversity of our team members’ respective backgrounds - advertising, branding, academia, and PR - the team developed various Brand-In-HandTM PR services – the ability to leverage unique and non-traditional PR into the exclusive vortex of influencers and opinion leaders.

For each audience set, the agency constructed a three-tiered messaging platform: Paper, Purpose and Pleasure. Each part of the platform focuses on areas of the target’s interest.

The Paper Pitch: the consumer is attracted to the fact the paper is all hand made, tree-free, with no two pieces alike. The Purpose Pitch: Some liked the fact that the line of products provided solutions to various needs, such as gift giving, stationary, home decorating, custom gift wrapping, and wedding heirloom applications. The Pleasure Pitch: The agency also recognized that Moonrock Paper is redefining the entire industry by focusing on the consumer’s relationship and experience with luxury goods. In some cases, consumers might be apt to decorate a room motivated by a particular season or mood with an exquisite three-piece nested hat box set. In other cases the motivation might be the unique look and feel of Moonrock products and their exquisite designs. Further, consumers might also be motivated to use Moonrock products as celebratory expressions on special occasions or to simply make a fashion statement that exudes style, elegance, and taste.

Results:
Within six weeks of initial hire, the agency was able to secure opportunities including Moonrock Bags on the seats of the Hampton Jitney Buses on July 4th weekend as complimentary gifts to over 1000, high net-worth consumers making their way from Manhattan to the Hamptons for the holiday weekend. And having Donald Trump hand out luxuriously designed specialty items such as chocolate embossed photo frames and an elegant set of chestnut embossed boxed note-cards as gifts to 60 of his guests at the prestigious US Tennis Open in 2004. (read article)

In addition, the agency has secured placements in such key publications as Coastal Living, an exclusive in House Beautiful, InStyle, Martha Stewart Weddings, Boston Elegant Wedding, Philadelphia Elegant Wedding, Gifts and Decorative Accessories, Jitney Magazine, and Accessories Magazine, to name a few.

The web site has increased Unique visitors from 5,000 to over 20,000 in less than five weeks. Moonrock’s web presence has gone from literally nothing to #1 or #2 on all major search engines.