BRIEF:

Create buzz amongst influencers and consumers and drive registration to The Pool: a new multimedia platform founded by Lauren Laverne and Sam Baker.

SOLUTION:

We commissioned research to show that there was a gap for an intelligent, female-first online publication that focused on current events and politics rather than a straight diet of fashion and beauty. Put into a press-facing report, we positioned The Pool as the solution – with a series of detailed feature interviews with Lauren and Sam to reinforce our thought leadership.

As well as hosting a launch party and managing influencer outreach, we also created a film that quickly and succinctly articulated The Pool's unique positioning and a series of social video idents featuring key contributors. These pieces of content helped us cut through the online noise and hit our campaign targets.

RESULTS:

  • All launch KPIs achieved within one month:
    • 250,000 unique users
    • 5,000 subscribers
  • 3,750,000 reach via exclusive reveal of on MediaGuardian (tweeted by The Guardian, MediaGuardian and Guardian editor Katherine Viner)
  • 5,600,000 reach from targeted feature interviews and teaser content in Independent, Huffington Post, Evening Standard and Twitter accounts
  • Business and media features secured in Ad Age, Media Week and Media Briefing