Gaining media coverage for your brand’s campaigns is our specialty here at MediaCast. With a focus on broadcast media, we know that the most effective ways to gain media cut through is through the use of research and the insights derived from new data.
While it isn’t the cornerstone of a successful campaign, research is an undeniable way of ensuring your campaigns are newsworthy, providing an advantage for brands with high competition.
It’s common to centre your campaign around awareness days, and when your organisation and all its rivals are competing for the same media coverage at the exact same time, having new research will put you in the spotlight. Being able to bring something new and interesting to the table while the news agenda is saturated with the same messaging is, not only smart, but essential.
While every brand thinks of their product or offering as a lifechanging innovation that stands out on its own, to the media that’s just not the case. Finding unexplored angles to pitch in a busy market can be a process, but conducting research gives brands, and most importantly, your PR team (us!), something new to say. By providing new and interesting data, your spokespeople can speak to the new material and position themselves as experts in the field.
Earlier this year, we worked with 1:1 Diet by Cambridge Weight Plan to highlight the effects of the COVID-19 lockdown on weight gain, our screen time and consequently, our couch time! The research indicated more than half (51%) of Australian kids were snacking more, and two-thirds (60%) of Australian adults had seen an increase in their screen time.
The campaign was delivered nationally, and by leveraging new research as an exclusive we secured a segment on Sunrise. two personal stories, the hosts delved into the new findings for the Australian quarantine lifestyle and the gain of ‘quarantine kilos’. It was a fantastic segment, and our client was thrilled that their investment into research translated into some excellent coverage.
Research isn’t just beneficial to B2C brands running campaigns either, for B2B companies investing in consumer data is a clever way to find out what the everyday Aussie thinks about your product, service or industry. When provided with the data you may be alerted to misconceptions about your brand or industry that you were previously unaware were an issue, offering you the chance to myth bust, or better communicate with customers and effectively change their perspective.
There is also a lot to be said for the data in your website traffic and analytics. Huge increase in traffic to a certain product or page? We can help you break down the numbers and find the story, this is particularly relevant for non-for-profits and brands in the service industry.
But don’t worry, we don’t always need to have brand spanking new data to kick campaign goals for you. In fact, we’ve delivered plenty of campaigns without new research – you’d be amazing what we can deliver through the use of desk research and even the latest ABS data. We can always work with your brands vision, mission and values. The personal stories that make up your brands DNA. We can deep dive into the personal stories of your founders and create some truly compelling story telling… trust us, we’re good at what we do!
Whether you have an idea for a research project or an awareness day, a rebrand or a product launch, give us a call. We would love to sit down with you and brainstorm some exciting ways to extract new data and find some interesting news angles to get your brand heard.