Achieving Global Coverage For A Niche Industry
Similar to the top campaigns from any digital PR agency, our collaboration with Longevita focused on a primary goal: to secure extensive high-quality, industry-relevant coverage. Running campaigns for clients within niche markets is one of our key strengths. For our 'Sexiest Bald Men' campaign with Longevita, we dedicated significant time to researching and interacting with news relevant to the industry, while also compiling our own high-quality data.
OUR STRATEGY: We collected data for our campaign by searching Google with the keywords “celebrity name” + “sexy” and filtered the results to show only news articles. While we identified our primary audience as balding men aged 30-50, we believed that the celebrity aspect of our content would resonate with a broader audience. Initially, we speculated that our unconventional approach could lead to provocative outcomes that would generate substantial online engagement and discussion. Our findings, which placed Prince William at the top of our list, confirmed our predictions.
THE RESULTS: We aimed to secure 15 online media placements, but the campaign far surpassed both our and the client's expectations—going viral and attracting unparalleled attention from celebrities and major media outlets. In total, we achieved 165 media placements worldwide, with coverage in prestigious outlets. Naturally, the campaign's global reach resulted in incredible social media exposure. Originally, we set a goal for 20 online shares, but the articles discussing our campaign ultimately garnered over 60,000 combined engagements. The campaign's success was further enhanced by considerable celebrity involvement, with international stars such as The Rock, Mike Tyson, and Dave Bautista sharing and engaging with the campaign on social media.