Over a decade ago, I initiated the incorporation of earned media into our marketing strategy, recognizing its enduring impact even as digital marketing gained prominence over traditional methods. Despite the prevailing shift, it remains astonishing that some individuals underestimate the power of public relations (PR). By seamlessly integrating earned media with digital campaigns and supplementing it with metrics, we witnessed remarkable success, achieving over a 200% increase in reach across social media and website metrics. This demonstrated the enduring relevance of PR in amplifying brand visibility and engagement in an evolving marketing landscape.
Social Media Friends Make Brand Talk of the Town! A brand boosts its media coverage by teaming up with social media influencers. Instead of directly promoting the company, influencers naturally included the product in their posts. People share these posts and create a buzz on social media. New people saw this and started talking about the company's products without being asked. This strategy worked because it let the social media stars talk about the product in a way that felt real. It was like a friend telling others about something cool or not just an ad.
One successful campaign I managed was for a client in the property management sector. We employed a robust SEO and content marketing strategy, after which, we saw organic traffic grow by a staggering 623% from May 2021 to August 2022. Our first-page keyword rankings also increased significantly from 301 to 1,961, marking a 551% increase during the same period. This led to significantly more earned media attention for the brand, vastly increasing their online visibility.
As the Head of Growth and Product Marketing at Roadmap, I launched an organic campaign aimed at addressing the immediate needs of our target audience - unemployed or job-seeking tech professionals - during a period of significant tech layoffs. Recognizing the opportunity to provide value during this challenging time, we created the "Laid Off Toolkit" and launched it on Product Hunt, This toolkit was a meticulously curated collection of resources, tools, and external links designed to assist individuals affected by layoffs, while introducing folks to our brand and offers. It resulted in substantial organic sharing across multiple platforms, including Twitter, LinkedIn, newsletters, and communities. This led to a substantial bump in website traffic, and it became our most successful top-of-funnel customer acquisition tool that performed well for over a year.
Campaign Title: "#UnboxingJoy: Customer Spotlight Series" My Strategy: The #UnboxingJoy campaign focuses on customer stories and emotional reactions to our products. High-quality unboxing videos and photos were encouraged. Micro-influencer partnerships showcased the brand's impact on well-being. We featured #UnboxingJoy content across all channels, including website, social media, product pages, and email marketing. Live Q&A sessions with featured customers foster community and encourage participation. Results: The #UnboxingJoy hashtag generated significant media coverage, fostering a relatable brand image and reaching over 1 million impressions on social media, increasing customer engagement and sales growth. Key Learnings: Customer stories are powerful marketing tools that generate organic buzz and positive word-of-mouth. Focus on authentic, high-quality UGC, integrate campaigns across touchpoints, and foster community for customer engagement.
We devised a guerrilla marketing campaign that utilized attention-grabbing stunts and installations to generate viral buzz and media coverage. For example, we organized a flash mob in a busy downtown area, where performers showcased our brand's message through a choreographed dance routine. This unexpected and entertaining event caught the attention of onlookers and was captured by various media outlets. The video went viral on social media platforms, resulting in widespread earned media coverage and increased brand awareness. By thinking outside the box and leveraging unconventional tactics, we were able to significantly boost our earned media coverage.
Absolutely, I remember a campaign we carried out during the peak of the COVID-19 pandemic. We knew people were learning new skills at home, so we made our software free for a month. We used this mantra: 'Enhance your skills during the lockdown.' It went viral on various platforms with users appreciating our initiative. We saw a 270% increase in earned media coverage with users sharing their progress and recommending our software to friends, significantly boosting brand visibility.
Without a doubt, a standout campaign we initiated was an 'Adopt a Word' initiative. We encouraged our users to select a unique Japanese word and to document their journey of incorporating it into daily usage. People loved the concept, with many posting creative videos using their word on platforms like TikTok, Instagram and Facebook. We saw a whopping 210% increase in our earned media. It was a fun, interactive way of promoting language learning and our brand’s unique approach to education.
We organized a breathtaking sky lantern release event as a PR stunt, aligning with our brand's focus on adventure and environmental consciousness. The event featured hundreds of uniquely designed lanterns released simultaneously, creating a mesmerizing sight. We invited media representatives from prominent outlets and influencers to witness and cover the event. The captivating visuals, coupled with the symbolism of hope and unity, made it a compelling story for media. The event garnered extensive coverage across various channels, capturing the hearts of audiences. This successful campaign increased our earned media coverage significantly, boosting brand awareness and establishing our commitment to adventure and sustainability.
We executed a mind-blowing PR stunt called 'The Flying Car' launch, where we created a life-sized replica of a futuristic flying car. We unveiled it in a secret location, capturing the attention of the media and the public. The stunt incorporated advanced drone technology to make the car appear to fly. The event generated massive earned media coverage, with news outlets covering the remarkable spectacle of a flying car. Social media buzzed with videos and photos, further amplifying the earned media reach. The stunt not only showcased our brand's innovation, but it also positioned us as a pioneer in the industry. The publicity resulted in a substantial increase in media mentions, interviews, and subsequent coverage of our brand's achievements and upcoming projects. This unique PR stunt created a lasting impression, propelling us into the spotlight and solidifying our brand's position as a bold and visionary industry leader.