AT A GLANCE
Timing // August 2023 – January 2024
Scope // One story per month
Targets // Top tier print and digital
Media Items // 150 items of coverage
Audience Impressions // 32.1 million
Highlights // The Canberra Times, The Healthcare Channel, Sunday Mail Adelaide, Herald Sun, 9Honey, The Courier Mail, 7News Digital
RETAINER AIMS
MediaCast worked with Identilab on a retained basis to raise their public profile and drive awareness of their DNA testing.
Aiming to position Identilab as the voice of authority in relation to DNA testing as well as increase GP and migration agents’ knowledge about Identilab DNA tests, campaigns focused heavily on educating Australians on the DNA testing options available for paternity, maternity, twin, and kinship testing.
Key demographics for Identilab include national audiences, younger generations (20–30-year-olds), older generations (60+ year-olds), general practitioners, clinicians, migrations agents and lawyers.
STRATEGY
Each campaign was developed to highlight Identilab’s research from their ‘DNA Testing Trends Report’ for editorial purpose and storytelling. By conducting consumer research at the commencement of the retainer, we uncovered key insights into the attitudes, behaviours, and beliefs of Australians, and used this data to inform stories across the retainer.
Aligning stories with key time hooks such as National Science Week, Father’s Day, National Children’s Week, and International Migrants Day, we leveraged the most significant data insights to develop media releases and pitches targeting key publications to reach our desired demographics.
Utilising Kate Pippia, forensic scientist and Founder of Identilab, as an expert voice in the field, we pitched interview availability, editorials, and opinion editorials to targeted contacts across top tier print and digital outlets.
We were also able to utilise case studies for a few stories, with clients of Identilab willing to share their experience in alignment to the campaigns.
CAMPAIGNS
The Weird and Wonderful World of DNA
As an introduction to Identilab and the ‘Weird and Wonderful World of DNA’, MediaCast wanted to highlight and educate Australians on DNA testing, the terminology, and some common misconceptions about DNA.
We utilised Kate’s expert voice and managed to secure and exclusive Q&A with her for The Healthcare Channel. She also spoke with The Canberra Times, which syndicated across the Australian Community Media network to an additional 86 digital publications.
Women in STEM
Utilising the consumer research conducted, we crafted a media release aligned to National Science Week, advocating for further investment for women in STEM. Utilising Kate’s own career journey and highlighting her own experience as a woman in STEM, we targeted a wider, national audience, including trade publications. Throughout this week, we secured The Courier Mail to feature Kate’s career journey and advocacy.
Twin DNA Testing
Believing they were fraternal twins their entire lives, twin sisters Sophie and Hayley discovered they were in fact identical after taking an Identilab DNA test. The sisters were thrilled with the revelation and wanted to encourage other twins who may be doubting their identity and DNA, to undertake a twin DNA test from Identilab.
MediaCast secured an exclusive article with The Courier Mail, as well as articles with 7News Digital and 9Honey. While the stories focused on Sophie and Hayley’s experience, Identilab and the importance of DNA testing was mentioned in every article.
Paternity Uncertainty
Aligned to Father’s Day, we highlighted the new paternity uncertainty data from Identilab, and secured coverage with the Sunday Mail Adelaide, which syndicated to a further 12 online publications, as well as featured in The Advertiser – News Feed podcast.
Bolstering MediaCast’s relationship with The Healthcare Channel, the outlet not only published the media release, but we secured an Opinion Editorial from Kate to discuss the increased demand seen by Identilab for paternity testing.
Rounding off the story, MediaCast secured an online article with the Herald Sun focusing on the Victorian-specific stats on paternity, which syndicated to an additional 11 outlets, including news.com.au, Daily Telegraph and the Courier Mail. 