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
Reference links
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