Diff Comms built a PR program that took DECKED from 13 articles per quarter to 82 for a full year — a 530% increase — while expanding coverage from niche truck outlets into mainstream automotive, outdoor, and lifestyle publications.
DECKED had built the best truck bed storage system on the market — a low-profile drawer system that turns any pickup into an organized mobile workspace. The product was gaining traction through word of mouth and direct sales, but earned media coverage wasn't keeping pace with the company's growth ambitions.
In late 2022, DECKED's media presence amounted to roughly 13 articles per quarter, concentrated in a handful of niche outlets. Coverage was positive, but too thin and too narrow to drive meaningful brand awareness beyond the existing truck enthusiast audience.
DECKED needed a PR partner who could break the brand out of the truck accessory echo chamber and into the broader outdoor, lifestyle, and mainstream automotive conversation.
Diff Comms approached DECKED's media program with two goals: increase volume and elevate the quality of outlets covering the brand. We identified that DECKED's product had natural relevance well beyond the truck world — it appealed to anyone who worked out of their vehicle, traveled for outdoor recreation, or needed organized mobile storage.
That insight opened doors to outdoor publications like Gear Junkie and The Inertia, mainstream outlets like Forbes and Popular Mechanics, and trade publications in construction and fleet management.
The program combined sustained media outreach with product review seeding, new product launch campaigns, and strategic placement in seasonal roundups and gift guides. We also maintained a consistent cadence of pitching throughout the year rather than concentrating efforts around trade shows or product drops.
By keeping the pipeline full and maintaining relationships across a wide range of verticals, we achieved consistent monthly coverage rather than isolated spikes.
Unlike many PR programs that spike around product launches and go quiet in between, DECKED's 2023 coverage was distributed across every month of the year — with October (SEMA season) and November delivering the highest volume.
The 2023 program delivered 82 articles — up from 13 in Q4 2022 alone — generating $10.59 million in advertising value equivalent across 1.15 billion unique visitor impressions. Average UVM per placement was 13.96 million, meaning each article reached a substantial audience.
The sentiment story was perhaps even more impressive: 91.1% positive, 8.9% neutral, and zero negative coverage. For a product category where review content can be blunt, achieving 100% non-negative coverage across 82 placements speaks to both the product quality and the care taken in media relations.
The outlet mix showed meaningful expansion beyond DECKED's traditional media footprint. Coverage spanned enthusiast titles like Expedition Portal and TREAD Magazine, mainstream publications like Forbes and Popular Mechanics, action sports outlets like The Inertia, and fleet publications like Equipment Today — each opening DECKED to new customer segments.
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