Mercari brand awareness campaign: In early 2019, Mercari—a fast-growing Japanese e-commerce marketplace expanding in the U.S.—sought to elevate its stateside visibility. With growing competition from platforms like eBay, Poshmark, and Facebook Marketplace, Mercari needed a media-savvy partner who could not only lend authority to their brand but also attract meaningful press attention.

They turned to Lynnette Khalfani-Cox, a trusted financial expert and media personality, to help craft a compelling public narrative. Through her company, TheMoneyCoach.net LLC, Lynnette was engaged as the official spokesperson for a six-week blitz aimed at generating buzz, press coverage, and consumer awareness around Mercari’s app and its unique value proposition.

How TheMoneyCoach.net Delivered

Lynnette’s contribution to the Mercari brand awareness campaign was multifaceted and dynamic. She offered end-to-end support—from consulting on strategy to hitting the media circuit:

Media Interviews and Q&A Outreach

Lynnette served as the authoritative voice for Mercari across a range of national and digital platforms. In coordination with Kaplow Communications, Mercari’s PR agency, she conducted an unlimited number of media interviews and participated in editorial Q&A sessions, weaving Mercari into topical discussions about smart consumer habits and financial empowerment.

Survey Development and Strategic Insights

To deepen Mercari’s media traction, Lynnette worked alongside the brand and Kaplow to develop a consumer-facing survey. This survey explored behavioral trends around reselling unused household goods—a topic tightly aligned with Mercari’s marketplace model—and was designed to create newsworthy talking points that editors and producers could latch onto.

Press Release Input and Brand Endorsement

As part of the launch, Lynnette contributed a custom quote and strategic input for a press release distributed nationwide. Her inclusion not only added credibility but also elevated the release’s media appeal. She permitted Mercari to feature her name, image, and brand voice—bringing instant recognition and trust to their public messaging.

High-Impact NYC Media Day

Perhaps the capstone of the campaign was a full media day in New York City, where Lynnette met with prominent editors and reporters to represent Mercari in person. These face-to-face interviews allowed for authentic storytelling and fostered deeper relationships with influential journalists.

Measurable or Logical Impact

While exact press metrics were not disclosed in the contract, the breadth of activity suggests a significant media saturation effect:

• Dozens of interviews booked through Kaplow Communications
• Widespread media mentions of Mercari aligned with Lynnette’s name
• A national press release bolstered by Lynnette’s expert quote
• Strategic use of Lynnette’s image and brand on Mercari’s digital platforms

Given her availability for unlimited interviews and her central role in survey strategy, it’s logical to conclude the campaign amplified brand trust and visibility during a critical phase of Mercari’s U.S. expansion.

Recognition or Results

This campaign showcased how a well-known financial voice could bridge consumer trust and corporate messaging. Mercari benefited not just from Lynnette’s expert status but from her unmatched media fluency, which allowed her to fluidly insert the Mercari brand into broader financial and lifestyle narratives.

Moreover, the contract anticipated potential extensions and add-ons—suggesting that Mercari saw long-term potential in this collaboration beyond the initial campaign window.

Frequently Asked Questions

1. What services did Lynnette Khalfani-Cox provide for Mercari?
   She delivered media interviews, strategic survey consulting, and press release input and participated in a NYC media tour as part of Mercari’s U.S. brand awareness campaign.
2. Why did Mercari choose Lynnette Khalfani-Cox as a spokesperson?
   Her credibility as a financial expert and media presence made her the ideal voice to communicate the value of Mercari to American consumers.
3. Was this campaign limited to digital outreach?
   No, it included both digital and in-person components, including a day of media interviews in New York City.
4. How was media coverage secured during the campaign?
   Kaplow Communications, Mercari’s PR firm, arranged all media interviews and editorial opportunities.
5. Did the collaboration extend beyond the initial six weeks?
   While the contract allowed for potential extensions, this case study focuses on the original six-week execution. However, the positive structure and flexibility imply openness to future work.

Final Takeaway

The Mercari brand awareness campaign demonstrates how Lynnette Khalfani-Cox, through TheMoneyCoach.net, can serve as a strategic media partner, not just a spokesperson. Her ability to merge financial expertise with storytelling gave Mercari a credible voice in a crowded market, leading to a campaign that not only garnered attention—but also trust.