Circana – A strategy for public relations success
Client:
Circana
Circana engaged Zadro to implement a strategic approach to public relations to support and enhance marketing initiatives and raise brand awareness across Australia and New Zealand. This case study demonstrates what can be achieved with a long-term PR strategy, and well-crafted content that is newsworthy and timely,
OBJECTIVES
- To introduce Zadro to industry and mass media as Circana’s ANZ media representative
- To develop a PR strategy to support marketing activities and amplify the results achieved
- To secure consistent coverage each month with both planned and reactive opportunities
- To continue to reinforce Circana’s position as the leading advisor on consumer behaviour
- To increase Circana’s share of voice compared to key competitors
STRATEGY
- Zadro researched media in the relevant industry verticals, with a focus on the priority areas to identify key subject areas
- Zadro leveraged the latest news to enhance PR stories and garner further coverage
- Zadro developed targeted media lists for each campaign
- Zadro regionalised global thought leadership articles and reports to create coverage opportunities in ANZ
RESULTS
- 73 pieces of coverage secured in five months
- 9 million estimated total online coverage views
- 5K coverage views on social media
- 6 thought leadership articles secured across key industry media for the executive team
- 41 features published in industry and business media, highlights include Mumbrella, ITBrief Australia, Mi3, Retail Biz and Industry Journal New Zealand
- For Circana ANZ’s major event, State of the Industry, Zadro secured 29 pieces of coverage including features, thought leadership and interviews
- Zadro has received several proactive requests from media for insights from Circana as a result of the relationships built with media
