This case study focuses on one larger piece of content marketing which helped to direct the PR strategy with numerous angles, a tool called the ‘Lazy Scale’ designed to show users how ‘lazy’ they are compared to the rest of the UK.
We knew that this could become a source of exclusive and valuable data to inform campaigns going forwards but first needed to phase the approach with other PR-led activities to generate visitors to the tool in order to record data for future stories. Focussing on the theme of ‘health and fitness’, we launched a campaign looking at the ‘UK’s unhealthiest places to live’.
The campaign utilised existing data from the websites of leading fast-food chains, to map all locations across the UK. By cross-referencing with population data, we were able to work out how many fast food outlets there were per capita for each location across the UK.
We used this data to target national consumer press, as well as local titles across the UK, enlisting the help of an expert nutritionist and dietician to comment on the data to provide some added clout. This now provides us with an asset that we can easily update annually and re-outreach.
Continuing the theme into the New Year when resolutions are rife, what better way to monitor your fitness than with your initial score on the lazy scale, compared to one a few months later? Using this as our angle, we pitched the tool directly to press yielding some great results.