Background

German television network DW released 4 pieces of video content in early 2019, each with a different focus, including lifestyle, food, television and travel.

Objectives


Secure coverage of the videos



Increase views of the video



Increase minutes watched for the channel



Achieve new and valuable subscribers


Strategy

Outreach was undertaken to food, travel, lifestyle and culture blogs and websites, encouraging them to write about the video, share on their social media channels and ask readers to subscribe to the DW Euromaxx channel.


Researching and putting together an extensive list of target sites



Drafting an outreach template which included key campaign information



Individually contacting blogs and websites to sell in the story



Arrange placements on high profile food, lifestyle and travel websites



Regular monitoring for new coverage and researching breaking news stories to encourage inclusion of the video



Daily reporting and final project evaluation


Campaign Results


20 pieces of coverage secured



76m monthly unique visitors (MUV) reach



33 social media shares to over 1m fans and followers


Highlights & coverage

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