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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