Taking over the news agenda to drive six-figure wins
The future they wanted
To be seen as the number one source for brands looking to understand usage trends in the mobile, music and video space.
The future we delivered
A total takeover of the news agenda by delivering a multi-faceted media strategy for their Entertainment on Demand barometer. Delivered at the perfect time, with the perfect news hook, two new business wins were secured as a direct result of coverage.
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79
pieces of broadcast coverage including BBC News, CNBC, and Channel 4 News
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1235
press articles, including every UK national and international titles including CNN and Le Figaro
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2
new business wins
How we did it
First, we identified the standout message in the Entertainment on Demand barometer – that the cost-of-living crisis was leading to a shrinking in the streaming market for the first time ever – and built a media strategy that would highlight this tipping point.
Next, we secured exclusive opportunities with The Guardian and Financial Times to drive real noise in the market.
Finally, we took advantage of Kantar’s results being published at the same time as Netflix’s latest financial results. After the news went live, we switched our strategy to spreading the message beyond primary targets by newsjacking the Netflix coverage.
