Blis is the global leader in advanced location data technology and had previously commissioned consumer research into how a person’s physical location affected how they interacted with online advertising. With the research completed, we were tasked with creating an online whitepaper that would generate media coverage in the advertising and tech media, and also act as a piece of inbound marketing on the Blis website.
WHAT WE DID
After taking a deep-dive into the data to find news angles to act as the basis of media outreach, we identified that many people shifted between devices depending on where they were, often starting a purchase on one device, only to complete the process at a later time in a different location. So we focused on the idea of ‘contextual advertising’ and built this into the central theme of the report and supporting infographics. We launched the whitepaper with a press release targeted at the UK and US advertising media, publishing it on the Blis website along with a coordinated campaign to promote the most interesting facts and figures through Twitter and LinkedIn.
With a very limited budget to support media outreach, we generated a number of media opportunities, including three by-lined articles attributed to senior Blis spokespeople. In total, we secured eight substantive pieces of coverage, all in highly-relevant media outlets. To put this into context, this was the most successful PR campaign Blis had had in over two years, in terms of coverage and opportunities generated in a single month. And, as the first piece of inbound marketing created for the Blis website, it succeeded in showing the effectiveness of a content-based approach.