Crushing the Metrics for Success
The Situation
Our client was looking to make a splash in a category that seemed all but commoditized. Not only did we create a campaign that revitalized the category, but we leveraged our PR team to strategize and execute upon a plan that would let our campaign sing.
Our Approach
Instead of limiting ourselves to static press releases, we created a multi-media campaign featuring the announcement release, product fact sheet, and company backgrounder as well as downloadable videos and images featuring the product, usage, and testimonials. We also contracted with syndicated TV broadcasts to elevate the product launch.
THE RESULT
Within the first week, our campaign crushed every key PR metric.
Pickup
(verbatim, exact-match postings of the release)
(vs industry average of 50 pickups)
Traffic
(views & web hits)
(vs industry average of 1,750 views)
Engagement
(click-throughs & shares)
(vs industry average of 62.5 engagements)
TV Broadcasts
(airings & viewers)
Although we contracted a 60-second segment for our client, the story we crafted was so compelling that the TV broadcast produced a 2-minute segment at no additional cost.
(vs industry average of 950 airings)
(vs industry average of 2.75 million viewers)
And for the following month after the release, our PR efforts continued to make waves online and at subsequent conferences.
