Challenge
CafePress.com is a network of more than two million expressive and entrepreneurial individuals who create products for shoppers around the globe. With a number of other competitor websites actively contending for a portion of CafePress.com's market share, LCI was faced with positioning CafePress.com as the expert in popular culture and trends.

Strategy
LCI developed the CafePress.com Wire, a weekly newsletter dedicated to current affairs, pop culture, news and trends. In order to stay ahead of changing trends in the retail industry and position themselves as pop-culture experts, LCI used the Wire to publicize products inspired by current trends and events. Cheeky and creative language was used to highlight the variety of products designed by the more than two million CafePress.com entrepreneurs. CafePress.com became a go-to expert for those hoping to discover the latest trends in pop culture and current affairs.

Results
Media from national, regional and local markets not only covered CafePress.com's innovative products but also met with key executives during a spring press trip. The media placements helped drive traffic to CafePress.com's website as well as increased sales, numbers of shopkeepers and name recognition. Resulting media coverage included placements in CNN, CBS MarketWatch, Forbes.com, Sunset Magazine, The Wall Street Journal, Dallas Morning News, San Jose Mercury News and San Mateo County Times.