Background
PG Tips to released ‘Green Tea Monkey on the Thames’, a short film at which shows a gigantic monkey made from green tea travelling through the centre of London. Reality TV stars then give their verdict on this unusual sight on the River Thames. The film was released to promote PG Tips’ range of green tea products.
Objectives
Secure coverage of the video
Increase views of the video
Increase sharing and engagement of the video
Increase awareness of the PG Tips' green tea range
Strategy
Viral Seeding put together a strategy which consisted of outreach, seeding, placement and setting up and running Youtube promotion.
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
Setting up targeted YouTube promotion
Arranging placements on high traffic web culture sites
Daily reporting and final project evaluation
Campaign Results
22 pieces of coverage secured reaching over 10,000,000 monthly unique visitors (MUV)
60k+ views contributed to the video
Posts on influential London blogs including London on the Inside and Made in Shoreditch
10 inbound links created to PG Tips’ website
23 Facebook shares to over 1.5m followers
Highlights & coverage
Reference links
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