On TV the laws are quite restricted and you only do limited product placement. It is only possible to do more advanced branded content on smaller stations broadcasted out of England. Due to this and the length of our content, we decided to distribute the content online through PR and online seeding.
Results
The goal was to position Spies as a knowledge provider and industry thought leader in all relevant media types. To support Do-it-for-Denmark campaign as much as possible by creating an earned media buzz to drive traffic into the campaign site and increase the number of views of the campaign video. To continuously respond to media agendas that arise during the campaign and use PR to make use the media opportunities that arise during the campaign. Target audience: Danes between 25-65 A national survey that investigated and mapped Danes’ love life and attitude towards romance when traveling was conducted.
The Strategy was to tap into the Danish fertility agenda through survey-based PR and strategic partnerships: In order to break through in earned media, the strategy was to promote the campaign with a national survey that investigated and mapped Danes’ love life and attitude towards romance when traveling. The findings were subsequently linked directly to the fertility agenda and a certified sexologist was involved to comment on the survey and the key elements of the campaign.
The overall execution was divided into three phases. 1) Preparation: Here the focus was on planning, developing the message platform, preparation of press materials, completion of national survey with +1,000 respondents and the development of media collateral. 2) Execution: This phase focused on the tactical and operational PR towards all relevant media types including pitching of stories, journalist liaison press office, and media monitoring – all in order to secure a targeted PR campaign that creates as much coverage and buzz as possible. 3) Evaluation: This marks the end of the PR effort. A full coverage and media was developed and the follow-up efforts / actions were discussed.
The Danish fertility rate is the lowest in more than 27 years. For the past two years Danish journalists, politicians and medical professionals have been making the public aware of the alarmingly low birth rate and calling on both the people and the government to do more to help raise the birth rate for the future of Denmark. This was the perfect starting point for a branded content campaign with the potential to resonate in the Danish media landscape.
Output + 60 media clippings in Denmark alone. Estimated add value - DKK 3.1 million. Total reach in Denmark – 13.3 million ROI compared to budget – 1,490 %. Extensive international coverage in BBC, NBC, Fox News, Forbes, The Guardian, Dailymail , Reddit etc.
Knowledge/consideration: Clippings in all national quality dailies.
Message pull through: 75 % of all media clippings focused on city breaks and romance. TV coverage in national broadcast. Massive engagement on social media [Tweets, likes etc.]. Business impact: Spies Travels targeted a 5% rise in sales to city destinations. Sales rose 107% compared to the same time last year.