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CASE STUDY:
RAIN-X | GROUNDHOG DAY SMPR ISSUE: In the third year of the Seemore Safety Campaign for Rain-X, Coyne PR was looking to raise awareness of the safety initiative and bring it to the next level. With the previous success of the campaign utilizing traditional media outreach efforts and outlets, it was decided a more advanced outreach tactic be implemented to capture the attention of the highly influential online automotive media. IDEA: Coyne PR decided to utilize an emerging online strategy to neatly package any and all relevant campaign information in a format that could be easily customized and downloaded to allow outlets to develop their own story. The team worked with our internal digital studio to create a Social Media Press Release, complete with full Rain-X branding and campaign information that was e-mailed in a HTML format to more than 20 targeted automotive blogs, previously identified through Coyne’s proprietary blog identification process. The Rain-X SMPR included all information previously contained in the traditional campaign release conveniently bulleted out for simple identification and consumption; all campaign images in both smaller-sized internet-ready files, as well as larger high-resolution files were included. Also utilized in the SMPR were relevant videos of the campaign spokesperson, and a “how-to” video pertinent to the campaign’s messaging of wiper blade replacement. The most unique piece of the SMPR was the inclusion of additional related Web content providing bloggers with pre-written pieces that would bring additional credibility to the story, as well as increased traffic through linking, a traditional search engine optimization tactic. IMPACT: Successful use of the social media press release saw the 2008 Seemore Safety Campaign vault the Rain-X brand message online, generating millions of additional impressions. Highlights from the SMPR’s utilization included placements garnered on Automotive.com, Jalopnik.com and RiceBoyTV.com. The online outlets not only included text information on the campaign, but also utilized the available video and links to develop a richer, deeper story as to why motorists should change their blades. Also of note is the praise the media provided Coyne for its usage of a method of communication that allowed them to develop the story as they saw fit with all of the materials and information immediately available to them in one concise package. |
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Social Media Case Studies
