The Challenge
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.
The 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.
The Execution
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.
The Outcome
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.
Key stories for the retainer achieved top-tier placements,
including features in The Courier Mail, 7News Digital and 9Honey, alongside
additional coverage in the Sunday Mail Adelaide, Herald Sun and The Advertiser
podcast network.