Before engaging Pulp PR, DynaTrap—an indoor-outdoor trap that is a marvel of technology—leaned heavily on pay-for-play influencers to secure regional TV coverage. Earned media wasn’t on the client’s radar (other than its relationship with QVC), so Pulp targeted three verticals: men’s lifestyle, home décor and gardening and thought leadership. This approach resulted in more than 80 placements in the likes of Men’s Journal and The Huffington Post. The agency also took advantage of National Mosquito Awareness Week with radio PSAs, and established a presence at the National Hardware Show. Pulp PR even boosted viewership and ROI from DynaTrap’s QVC partnership by planning two influencer Twitter parties with 13 influential mommy and daddy bloggers.