When was the last time your PR increased your sales significantly?
A single earned media placement for our health client delivered 40% month-on-month sales growth.
The story placed an at-home health test alongside a new series of The Great British Bake Off.
Here are five reasons it converted more than coverage.
1. Our story worked alongside the NHS, not against it. Our case study had visited her GP and was tested for coeliac disease but received a negative result. Still searching for answers, she tried an at-home DNA test. Key to the story was the fact it did not suggest you should bypass your GP, instead it positioned at home tests as another way to find answers.
2. The story had clinical credibility. We included commentary from an NHS GP and resident Doctor at our client, who explained to baking fans the key symptoms to look out for with a gluten intolerance.
3. We played into culture. We connected a gluten intolerance angle to the launch of the latest series of The Great British Bake Off making relevance work in our favour.
4. We used aligned TV personalities as part of the story. Peter Sawkins, a previous GBBO winner, bakes gluten-free because his brother has coeliac disease, so he was perfectly aligned with the narrative. Nearly half the recipes he created for the show were gluten-free.
5. We made the product buyable at the point of interest. A reader experiencing symptoms could act immediately because the journalist included a link to buy the test.
Coverage is great but it’s even better when it helps people with their health problems and brands with their commercial goals.
At Folk, we elevate your brand voice by shaping stories that actively contribute to the current cultural conversation. Get in touch.