Background

Jellybean Creative are working with apple brand Kanzi. As part of promotional activity, they released a video featuring a giant switch and flash mob in Battersea Power Station.

Objectives


Secure coverage of the video on blogs and websites



Increase views of the video



Increase sharing and engagement of the video


Strategy

Viral Seeding put together a strategy which consisted of undertaking outreach to music, web culture and food/drink related blogs and websites.


Researching and putting together an extensive list of target blogs and websites



Drafting an outreach template which included key campaign information



Individually contacting blogs and websites to sell in the story



Contacting individuals who had previously written about Kanzi apples



Regular monitoring for new coverage



Daily reporting and final project evaluation


Campaign Results


4 pieces of coverage (+ Londonist placement) reaching over 215k monthly unique visitors



2.9m social reach and over 16k Facebook views



Video post on Londonist Facebook received 8k views at https://www.facebook.com/watch/?v=739897966422923


Highlights & coverage

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