CASE STUDY
Aaron's
A big need, a big corporate heart: teaming up with Boys & Girls Clubs of America
Aaron’s tasked The Wilbert Group with elevating its brand reputation by bringing attention to two of its primary nonprofit partnerships: Boys & Girls Clubs of America and Warrick Dunn Charities.
Wilbert works magic from city to city: The media writes, broadcasts and photographs “big reveals”
For Boys & Girls Clubs around the country, Aaron’s renovates outdated teen centers, delivering new furniture, electronics and gaming systems to create safe spaces for teens to learn and grow.
For Warrick Dunn Charities, Aaron’s works with the former NFL star to deliver life-changing surprises for first-time homeowners, filling their new Habitat for Humanity homes with $10,000 in furnishings.
For more than a decade, Wilbert has worked magic from city to city. The media writes, broadcasts and photographs these “big reveals.” Wilbert has successfully secured coverage in every market by quickly learning the media landscape, effectively pitching the right reporters and then providing those reporters with what they need to tell a compelling human interest story. Wilbert provides video footage and photos when appropriate, always making it easy for journalists.
In 2023 alone, The Wilbert Group secured television coverage for Aaron’s in 16 markets on 52 TV stations, resulting in nearly 200 stories seen by an estimated 4.2 viewers. This work was showcased in major markets like Atlanta, Tampa Bay, Miami, Phoenix, Detroit and San Antonio.
A brand boost: Positive sentiment soars
From the inception of the BGCA program to today, Aaron’s brand perception has seen dramatic improvement by one important measure: positive news sentiment. According to Meltwater, in our fist year of working with Aaron’s, positive sentiment of media coverage about Aaron’s jumped from 23% to more than 80% – a high level that has been maintained. Its largest competitor, meanwhile, has continued to hover below 30%.
