Hitting a Home Run with the Most Unlikely Story and Scoring Big (Leads)

In PR, not every story walks in gift-wrapped and ready for prime time. Some start with tension, roadblocks, and a customer who would rather do anything than relive a less-than-stellar experience. But this is exactly where expert storytelling—and seasoned PR instincts—makes things work. We transformed a challenging scenario into a major opportunity, ultimately delivering one of our client's most successful campaigns to date. Spoiler alert: it ends with a home run.

The client had sold a $30,000 production unit to a mid-sized shop hoping to speed up turnaround and cut outsourcing costs. The logic was solid. The install? Not so much. Delays, missteps, and a steeper-than-expected learning curve made the entire experience rougher than anyone anticipated. And this wasn’t just any customer—it was one of only three since the product was new to market. If we were going to tell a success story, we had to make it work.

The trouble was, no one knew the scope of the challenges until we connected with the customer.

After a usual few attempts to schedule a call, the customer advised that they might not be the best customer story. Their hesitation was understandable and in the interview, we learned more. He recounted every detail of what went wrong—but in the process, we discovered what had gone right. The machine paid for itself in 60 days, and he wanted three more machines. 

Patience Is a PR Strategy

Building trust takes time, so we approached the situation with patience. We paused the case study and returned to the conversation a few months later, hoping to obtain a short statement capturing the measurable results. During the second interview, the conversation flowed, and we gathered enough information for a full case study. The customer promplty approved the write-up.

From Case Study to Chain Reaction

That’s when the momentum started building: a press release followed. Industry media picked it up and leads started rolling in.

Then came the really big ask: our client’s target trade publication wanted end-users for an upcoming webinar. This was a huge opportunity. 

The problem? Only one of the three customers fit the bill, and this customer already gave. It was no surprise that he didn't respond to invitations to participate.

Our client asked. The trade magazine asked. Still, nothing.

The editor was ready to move on—without our client’s voice on the panel. That’s when we stepped back in. We coached, facilitated, and made participation as frictionless as possible. He said yes.

Major win.

The webinar was a hit. The customer spoke with clarity and authenticity. It wasn’t scripted; it was real — and real connects. One of the other panelists even remarked that he wished he’d heard the customer's story sooner. 

As for our client? They walked away with over 145 qualified leads. 

The customer? They’re scaling with confidence.

Turning a Hurdle Into a Home Run

What started as a challenging situation quickly evolved into one of our client’s most successful campaigns to date, resulting in media exposure, new leads, and increased sales. This campaign is a testament to how a patient and strategic approach can turn obstacles into valuable opportunities.

Book a discovery meeting with us to learn more. Visit www.acepublicrelations.com/book.