CASE STUDY
Aaron's
A big need, a big corporate heart: teaming up with Boys & Girls Clubs of America
The Wilbert Group has generated extensive media coverage in big and small media markets across the country for the partnership between Aaron’s and Boys & Girls Clubs of America. The company turned to Wilbert in 2014 to elevate its brand reputation and help those who need it most: young teens in troubled communities.
Wilbert works magic from city to city: The media writes, broadcasts and photographs “big reveals”
With the creation of the Aaron’s-BGCA partnership to rejuvenate teen centers at clubs across the nation, The Wilbert Group was tasked with bringing attention to these transformative makeovers across the U.S.
A decade later, Wilbert is still working magic from city to city: The media writes, broadcasts and photographs “big reveals.” Wilbert has successfully secured media coverage in every market by quickly learning the media landscape in each new city and providing journalists multiple opportunities to report on the transformations — including a surprise reveal for the teens. Wilbert provides video footage and photos when appropriate, always making it easy for journalists to get the story.
In 2023 alone, The Wilbert Group secured positive television coverage for Aaron’s in 14 markets on 52 TV stations, resulting in 228 stories and 4.6 million views.
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, positive sentiment of media coverage about Aaron’s immediately jumped from 23% to more than 80% – a high level that has been maintained for several years. Its largest competitor, meanwhile, has continued to hover below 30%.
