During the initial days of the COVID-19 pandemic, SHOWA Group sought out Bluetext to help increase its brand recognition. As the sole domestic manufacturer of single-use, nitrile PPE gloves, their ultimate goal was to gain the attention of the federal government and secure a contract to manufacture gloves here in the United States. Bluetext developed a ‘Made in America’ campaign that included an overhaul of SHOWA’s website, video content creation, and a thorough PR plan.
Bluetext developed a ‘Made in America’ campaign that included a variety of creative assets, such as a visual infographic to communicate fast facts about PPE manufacturing.
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Critical Coverage at a Critical Time
Within weeks, Bluetext secured two national media opportunities for SHOWA – a broadcast interview for the organization’s Chief Operating Officer with CNN and an in-depth print feature with NBC News. The client relationship eventually grew to improve SHOWA’s recruitment efforts to hire talent to staff the company’s newly operational manufacturing lines in Fayette, Alabama. Through a targeted paid search campaign, Bluetext doubled SHOWA’s conversion rate, which included specific interactions that occurred on the showacareers.com landing page, such as users clicking Job Categories to learn more and also driving users to the Indeed.com careers site.