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April Spotlights

April Spotlights

OUR STRATEGY

For our April spotlight campaigns, we’ve highlighted how both seasonal and evergreen campaigns can drive success, with both approaches still containing multiple niches to maximise outreach opportunities. Here are three standout campaigns that showcase our diverse approach:

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Tick Bite 

To coincide with Tick Bite Prevention Week, we launched a reactive campaign for Petsure tapping into increasing awareness of the hazards the parasites present. To add authority to the story, we worked with Dr Hannah Godfrey, a veterinarian at Petsure, to provide expert tips for preventing tick bites and how to spot symptoms of tick-borne diseases in dogs. Although the campaign was tied to the awareness day, Brits love their pets, and we expect to be able to outreach this throughout the summer, targeting all dog walkers! 

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Key Learnings:

  • This campaign was created as a reactive to alert dog owners on how to safely remove tick bites, especially during spring when ticks are more prevalent. By launching the campaign just before spring, we could maximise coverage and ensure its relevance.
  • This campaign was successful amongst pet and lifestyle publications. Understanding your audience and those who would be interested in the story is vital when making a good media list.
  • Incorporating expert commentary into this story lent it twice the credibility. Showing the readers that the information comes from a reliable source not only enhances their satisfaction but also reinforces their trust in the content.

Coverage Highlights:

Scotsman, Daily Mail, Bournemouth Echo

In Numbers:

  • 196 pieces of coverage
  • 194 links 
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Popular Food Markets 

Street food markets are booming in the UK, offering authentic, affordable food and exciting opportunities for aspiring chefs. But with so many options available, which markets are the most popular? We analysed 50 markets around the UK, looking at Google search volume and the number of TikTok and Instagram posts to create the ultimate must-try food market list! Our campaign also offers tips for entrepreneurs looking to stand out with a new food stall or truck.

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Key Learnings:

  • The success of this campaign can be attributed to our targeted approach towards key publications for each regional angle, which helped us secure almost 30 links.
  • The regional opportunities in this campaign made it easy to pivot and explore new prospecting angles.
  • As food markets are very popular at this time of year, it allowed us to leverage Google trend data to enhance the study’s appeal.

Coverage Highlights:

TimeOut, Yorkshire Evening London, Secret London

In Numbers: 

  • 36 pieces of coverage
  • 35 links
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Bagel Investigation

From humble beginnings to a cultural staple, the bagel has come a long way. With over a billion views on TikTok, it’s clear that people love all things bagel-related! But how many do Americans actually eat, and is New York City really the bagel capital of the US? We surveyed nearly 2,000 bagel-lovers in the US to uncover the answers. Find out which states eat the most, which bagel and cream cheese flavours are most favoured, and how most people take their bagels.

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Key Learnings:

  • We gained coverage in multiple regions and secured links on priority pages for our client by targeting regional markets for our campaign.
  • After analysing survey data, we drew comparisons between locations and respondents, revealing a competitive element that engages readers. People enjoy seeing how they measure up against other places and individuals.
  • We also generated newsworthy hooks by examining recent bagel launches and utilising GSV to demonstrate the demand for the topic. This gave journalists a reason to cover it immediately.

Coverage Highlights:

NBC New York, North Jersey, PennLive

In Numbers: 

  • 26 pieces of coverage
  • 24 links

Like what you see? 

Contact us now and find out how we can take your brand to the next level.

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Bianca Avelar

Bianca joined Kaizen in 2023 as a Marketing & Culture Assistant. From managing our social media channels to devising internal marketing strategies, she supports all marketing needs.

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