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.

What We Delivered

• Press release calendar management

• Press release writing & launch

• Pickup management

• Media & crisis training

THE RESULT

Within the first week, our campaign crushed every key PR metric.

• Pickup (verbatim, exact-match postings of the release) = 219 - 92nd percentile (vs industry average of 50 pickups)

• Traffic (views & web visits) = 33,365 - 98th percentile (vs industry average of 1,750 views)

• Engagement (click-throughs & shares) = 576 - 98th percentile (vs industry average of 62.5 engagements)

• TV Broadcasts (airings & viewers) = 2,850 airings (vs industry average of 950 airings) and 8.25 million viewers (vs industry average of 2.75 million 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

And for the following month after the release, our PR efforts continued to make waves online and at subsequent conferences.