digital-pr
Digital PR Spotlight Campaigns: May – July
Published: 29/07/24 - Updated: 29/07/24
DIGITAL PR SPOTLIGHT CAMPAIGNS
Our spotlight campaigns are back and we’re excited to highlight five of our favourite pieces of content we’ve worked on this quarter. Over the last couple of months, we’ve been producing strategies that blend seasonal and evergreen campaigns across various sectors such as finance, travel, retail, and more. This approach allows us to target multiple niches to maximise outreach opportunities. Check out our top campaigns below:
Photogenic Unis
Ever scrolled through social media and seen a picture of a university campus that looks straight out of a fairytale? Some universities have an undeniable aesthetic appeal. For our client Immerse Education, we decided to analyse which ones are generating the most buzz on social media by looking at the number of Instagram and TikTok posts. Based on our findings, we’ve ranked the top 10 most aesthetic universities in the UK and worldwide. This way, you can choose a university that not only looks great on your CV but also on your social media feed!
Key Learnings:
- User-generated content is a valuable metric for campaign creation, as it reflects the current trends and interests of the target audience.
- By shifting our focus away from conventional educational content and prioritising aesthetics over university rankings, we successfully captured the attention of our target demographic – the Gen Z audience.
- Analysing the data has allowed us to draw comparisons between different locations, introducing a competitive aspect that resonates with readers.
Coverage highlights:
Time Out, Tampa Bay Times, The Tab
In Numbers:
- 21 links
- 26 pieces of coverage
Tourist Traps LATAM
Every year, tourists from all over the world visit iconic places in search of adventure, cultural immersion, or photo-worthy experiences. Focusing on the Latin American market for our client Preply, we analysed reviews of over 80 popular tourist destinations both in the United Kingdom and worldwide, ranking those frequently described as “overrated,” “tourist traps,” or “disappointing”.
Key Learnings:
- Incorporating commentary from Preply’s language expert increased the campaign’s 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.
- Well-researched, expert content was published across multiple markets, enhancing Preply’s authority and brand awareness.
- Onsite content was optimised to target Preply’s keywords and category pages, helping to boost ranking in the SERPs
Coverage Highlights:
Metrópoli, La Razón, Huffpost ES
In Numbers:
- 16 links
- 36 pieces of coverage
Euros Mapped
While football may not have come home this time, the UK undoubtedly had lively fan zones to watch during the Euros 2024. For our client Betway, we aimed to find the best in the country by analysing data including the average price of entry, the venues’ Google ratings, the number of Google searches, the price of a soft drink, and the cost of transportation. This helped us create the ultimate guide on the best UK fan zones.
Key Learnings:
- By focusing on regional sources for this campaign, we were able to secure media coverage in multiple regions and gained valuable links to high-priority pages for our client.
- We capitalised on the timeliness of the Euros season to enhance the appeal of our study.
- We developed timely and reactive angles aligned with the football season to expand our media coverage opportunities, contributing to increased outreach and engagement.
Coverage Highlights:
Edinburgh News, Manchester Evening News, Daily Record
In Numbers:
- 16 links
- 20 pieces of coverage
Wedding Capitals
Making your wedding day everything you have dreamed of involves making numerous tough decisions and choosing the right location is crucial. To identify the best U.S. cities for weddings, we conducted research for our client Shane Co. on the percentage of local wedding-related businesses with “award-winning” status, the average cost of a wedding, annual sunshine levels, and the number of wedding-related Instagram posts in each location. This helped us find the cities with the top wedding suppliers offering customised experiences.
Key Learnings:
- Tapping into regional locations for this campaign enabled us to secure coverage from multiple regions of the United States.
- Using strong and relevant data has been instrumental in building trust and establishing authority for the content.
- This campaign encompasses various approaches, including regional and consumer press, which has expanded the range of relevant publications and increased the campaign’s reach.
Coverage Highlights:
Audacy, AZ Big Media, Kiss 95.1
In Numbers:
- 21 links
- 21 pieces of coverage
Affordable Family Cities
Deciding where to settle down and raise a family can be a tough decision, particularly with the current financial climate impacting almost every aspect of our daily lives. As part of our work for our client Shepherds Friendly, we conducted research to analyse 39 UK cities to determine the most affordable locations for raising children. The data took into account factors such as property prices, rent, utilities, childcare costs, average salaries, and the happiness levels of residents.
Key Learnings:
- The cost of living issue is a very topical subject in the press, which has allowed us to gain attention from journalists.
- Regional data creates multiple interest areas, enabling us to target a wide range of publications.
- Using the collected data, we compared different locations to present relevant information to the public, generating increased interest in the topic.
Coverage Highlights:
Metro UK, The National (Scotland), Oxford Mail
In Numbers:
- 8 links
- 10 pieces of coverage
Like what you see?
Contact us now and find out how we can take your brand to the next level.
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.