What we did
Public Relations
Industry
Background
Retrospekt is a product design and development studio based in Milwaukee, Wisconsin, dedicated to reviving the magic of analog experiences through refurbished and newly created retro tech. From vintage Polaroid cameras to cassette players and branded collaborations, Retrospekt taps into cultural nostalgia with a modern design sensibility. Their catalog includes iconic partnerships with beloved names such as Hello Kitty, Pabst Blue Ribbon (PBR), Snoopy, Barbie, Miffy, Rollei, and Gudetama. As consumer interest in vintage aesthetics and tactile experiences surged — especially among Gen Z and Millennial shoppers — Retrospekt turned to Gregory to help raise national awareness and elevate its media presence.
Challenge
While Retrospekt had built a devoted customer base and a compelling product line, it faced challenges in translating its brand appeal into sustained media momentum on a national level. The company aimed to break through in competitive media spaces, support the rollout of new product collaborations, and reach specific target audiences drawn to retro and refurbished goods. At the same time, Retrospekt needed a strategy that would increase visibility among both mainstream and niche media, including photography trades and lifestyle outlets, while driving engagement during key consumer shopping moments such as the holiday season. Establishing a broader awareness of the brand’s credibility, creativity, and cultural relevance was central to this effort.
Solution
Gregory implemented a wide-ranging public relations year-long campaign designed to amplify Retrospekt’s voice and grow its national media presence. The approach focused on telling broader, more strategic brand stories — moving beyond product promotion to highlight the company’s philosophy, cultural significance, and expertise in retro tech. Product review campaigns were crafted to generate editorial interest across various media points, while thought leadership outreach positioned the husband and wife founding team as leaders and trendsetters in the vintage technology space. Media support was provided for new product launches, including highly anticipated collaborations with culturally resonant brands. A key part of the strategy centered around holiday gift guide placement, with Gregory executing a robust seasonal push to secure placements in top-tier publications during peak shopping periods. Simultaneously, Gregory targeted emerging media platforms such as Substack and broadcast channels to reach younger demographics and visually driven audiences who value style, storytelling, and analog experiences.
By the Numbers
FAQ
By framing launches inside a bigger story—mission, category point of view, and founders’ vision—then sequencing reviews, features, and follow-on angles tied to cultural moments and retail calendars.
Run parallel pitches: credibility with specialist outlets and communities (e.g., photo/audio/gaming) alongside lifestyle, business, and morning shows for scale—each with tailored assets and talking points.
Gift-guide programs, reviewer seeding, retailer-ready media kits (B-roll, specs, images), coordinated timing with promos, and fast amplification when inventory or offers change.
Media training, thought-leadership placement, and rapid-response commentary on relevant trends—so spokespeople show up consistently with quotable, useful insights.
Track tier-1 and niche placements, review volume and sentiment, creator reach, referral traffic, email growth, and correlations between coverage bursts and sales, retailer velocity, or site conversions.