In 2010, JESS3 created a plugin for Firefox, Chrome, and other browsers that essentially allowed you to delete your ex from the internet. By entering the ex’s first and last names and various social media handles, it would filter any mention of him or her from entering your browser. As soon as JESS3 released the plugin our PR team began pitching and promoting it to bloggers and news outlets.
Almost immediately we secured a hit on CNN. The plugin was covered on woman’s blog Jezebel and MSNBC. We reached out to dozens of tech blogs that covered the social media dating scene. First Motherboard covered it, and that hit led to further placements on Gizmodo (a tech blog with millions of daily readers) and Slashdot (one of the oldest and most influential tech websites with hundreds of thousands of daily readers).
Soon, JESS3 was fielding interviews with major news outlets. The New York Daily News covered the plugin and so did the Globe and Mail, Seattle Weekly and AOL’s Popcrunch. Within a week, JESS3’s COO was fielding multiple interviews on major television news programs and the plugin was even mention on Jimmy Fallon’s show.
As is usual with JESS3 PR projects, we received too many hits to fit concisely in a case study, but we saved most of the hits on delicious, so check them out yourself . Within a month, several million people had read or heard about the plugin and thousands of people downloaded it.