Willful

Willful

58


Media Hits

14.5M


Impressions

80%+


Share of Voice

ActionReaction

After experiencing a surge in web traffic and new customers due to COVID-19, Willful engaged Talk Shop as their PR partner to manage proactive and reactive media relations and thought leadership opportunities for the company’s CEO, Erin Bury. Willful had experienced surges over 600% in some provinces due to COVID-19 and had to be extremely cautious and mindful about messaging this increase while being sensitive to the economic downturn and global pandemic.

In the first two months of partnership, Talk Shop secured 58 media hits, garnering over 14.5M impressions in top business, tech, and general news media, including CBC, Global News, CTV News, Toronto Star, CityNews, Yahoo Canada, 680 News and more.

Following Willful’s COVID-19 response in the media, Talk Shop went on to announce Willful’s initial round of fundraising along with consistent proactive and reactive media pitching, securing a steady cadence of media coverage in top-tier outlets.