Sunscreen Mist had the opportunity to pitch some of the most prominent entrepreneurs in the country on ABC’s “Shark Tank.”

How do you maximize the opportunity to appear on a national TV show with an audience of six million?

Our Approach

Sunscreen Mist hired Identity to promote the company and increase visibility both locally and nationally leading up to and following an appearance on ABC’s “Shark Tank.”

Prior to Shark Tank’s appearance, Identity’s integrated PR team worked closely to align all key messages, enhance visibility of the product and increase the company’s online audience to maximize the opportunity to engage in real-time conversation during the show. On the social media front, Identity deployed a combination of paid advertising and organic content delivery, targeting fans of Shark Tank and the sharks. Navigating the stringent PR parameters set forth by the ABC network, Identity secured pre-show broadcast coverage with a series of network affiliates including Detroit, Flint, Las Vegas, Atlanta and Tampa, fulfilling the client’s goal of visibility in warm-weather markets.

During the show, a social media frenzy ensued, and the Identity team was responding to tweets—both positive and negative—in real time. Perhaps most importantly, monitoring for all mentions of Sunscreen Mist ensured that we had a holistic view of the conversations taking place, including comments from the Sharks.

Following Sunscreen Mist’s national TV debut, Identity pursued and secured several high impact media placements to recap the experience, while creating key messaging required to address some of the sensitive topics that surfaced during the show. In just two short weeks, Identity capitalized on Sunscreen Mist’s appearance on Shark Tank through media relations and social media efforts, creating a measureable buzz over the airwaves and online leading to new opportunities for the company.

What We Did

Identity deployed the following strategies and tactics in order to achieve success:

  • Media Relations & Marketing

    • Media Relations
    • Media Training
    • Message Development
    • Partnership Management
  • Social Media

    • Content Development
    • Community Management
    • Brand Monitoring
    • Real-time Marketing


  • 19million impressions generated via a press release featured on 196 websites
  • 10+ placements on TV, radio, print and blogs in Detroit, Tampa, Atlanta and Las Vegas
  • 20+ minutes of broadcast air time in just two weeks
  • 2,700+ new Facebook likes generated in 48 hours