Question

What is a Media Pitch?

A media pitch or a pitch is what we refer to as the email you send out to a journalist, editors, or an influencer when pitching your client or brand to secure press interest. It’s also a critical part of the marketing and PR process that involves creative thinking and writing!

The pitch is similar to an elevator pitch in length, but the message of the pitch is altered from general to more specific to the journalist or influencer’s interests.

Nailing your pitch is the best way to ensure PR campaign success that yields impressive results for your clients.

THESE SUCCESSFUL MEDIA PLACEMENTS NOT ONLY INCREASE BRAND AWARENESS, BUT ALSO HELP TO BUILD A POSITIVE REPUTATION FOR YOUR BRAND.

While we can all agree on the importance of media relations, sometimes securing a media coverage placement isn’t as easy as it sounds. With editor inboxes being flooded with a barrage of email pitches, you need to figure out how to get their attention quickly and effectively get your point across.

This means media pitches require personalized outreach and research beforehand in order to understand what a journalist or influencer cares about, writes on, and how you can help contribute to their beat.

Remember: great media pitches play on the idea of reciprocity. By covering your brand or including you in a story, the journalist is doing you a favor and helping to drive increased awareness for you (for free).

Reciprocity here indicates that you owe that journalist or influencer. In order to even the playing field here, it is best that your pitch or product helps to advance the journalist or influencer’s own goals.

Those could be:

Increasing page views and personal brand visibility through breaking news

Contributing to the person’s expertise on a particular topic

Earning the person accolades for their ability to find and source the best of the best stories, products, and goods.

Required: Choose a company that is using two social media platforms, and develop a list of effective and ineffective uses of the two Social Media platforms. Provide your rationale. Make sure your response is at least 1-2 pages.

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Top 9 Benefits of Social Media for Your Business

• Faster, Easier Communication. Customers can contact a customer service representative faster and easier now than ever before thanks to social media. ...
• Networking & Partnerships. ...
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Five inspiring social media campaigns and what you can learn from them!

1. Dacia

Platform Used

Facebook

About the Company

Dacia (a subsidiary of Renault) is one of Europe’s fastest growing car brands. Best known for their functional cars that offer amazing price-to-value ratios, thecustomer market grew by 60,000 cars in the last three years.

Goal

To generate leads and create brand awareness.

Solution

By using Facebook's boosted posts, Dacia placed ads related to their Sandero, Logan, and Stepway models. They focused on both desktop and mobile users. By incorporating data from past activity, the company ensured that a wide variety of ad testing was done, essentially optimizing the advertisement’s impact based on where their customers were in the buying cycle.

Results

• 45% reduction in the costs per lead, compared to standard display ads
• 27-point increase in ad recall
• 6-point uplift in brand favorability
• 6-point uplift in purchase intent

Facebook’s always-on lead generation program generates a significant proportion of our test drive leads. - Antoine Hery, Digital Communications Manager, Renault

Key Takeaway

Facebook’s Ad Campaign is a minefield for lead generation as well as ad recall. When applied correctly, sustained direct response messaging related to the feed can help drive leads in a cost-effective way and also help boost brand favorability!

2. TVibes

Platform Used

Facebook

About the Company

TVibes is a unique company that allows customers to create their own TV channels using their own mobile videos (stored in the cloud). They’ve come a long way since their humble beginnings back in 2014 (they launched a successful iOS app in 2015) and are best known for allowing users to choose their own audiences to view the channels.

Goal

To establish loyal and engaged app users.

The goal of the TVibes campaign was to encourage customers to use their app for mobile video storage. Since Facebook is an intuitive platform for lead generation, the founders of the company used the social media giant to try and gain more sign-ups and get more followers.

Solution

Uri and Gilad - the founders of TVibes - instinctively knew they should integrate a social site like Facebook into their social app. This made it easy for followers to create accounts, log in and explore channels created by their acquaintances, all done conveniently from their Facebook home pages.To help encourage signups based on targeted audience groups, the founders made use of mobile app install ads. By sorting their audiences based on reactions to video ads and with the clever use of lookalike audiences, they had a brilliant strategy of optimizing their campaign.

Results

• 50% of new app installs driven by Facebook
• 10% higher loyalty and conversion from those Facebook-driven installs
• 20% higher engagement rates from Facebook user

Our Facebook advertising proved to be by far the most effective way to reach users, both in terms of cost per install and, more importantly, higher engagement rates.” - Uri Schneider, co-founder & CEO, TVibes

Key Takeaway

Leads and customers gained by Facebook-driven campaigns are a lot more likely to engage and are more likely to stay loyal over the long run. Video ad campaigns are valuable marketing strategies that can massively impact your number of new customers and long-term clients.

3. Red Bull

Platform Used

Instagram

About the Company

Consumers have been “given wings” for well over 28 years by Red Bull, and they ranked #76 on the Forbes Most Powerful Brand List in 2015. Their original energy drink can be found in over 170 countries, so it comes as no surprise that the company has sold over 60 billion cans of their famous drink. Since their humble beginnings back in 1987, the brand has since released 4 new flavors of energy drinks to cater to individual tastes and preferences.

Goal

To drive awareness of the extension of the brand.

The goal of their Instagram campaign was based on boosting awareness and sales of their tropical flavored “Summer Edition” energy drink for the Australian market.

Solution

With a firm focus on simplicity and brand building, Red Bull paved the way for their actual campaign with a promotional teaser just before the summer hit. To get audiences focused on the new look of the cans, they incorporated yellow filters across a range of images and videos portraying typical summer days. The brand was twice as likely to be associated with the #thissummer hashtag trend as any of its nearest competitors.

Results

• 10-point lift in top-of-mind awareness
• 9-point lift in favorability
• 7-point drop in the unconvinced market
• 1.2 million Consumers reached

Key Takeaway

There’s a massive market for campaigns launched on social media sites, and the power Instagram can have in driving engaged users is notable. In order to leverage the full power of a social media campaign on Instagram, you need to understand how consumers use social paths so that you can use them too. Red Bull did this with their #thissummer hashtag.

4. Glu

Platform Used

Instagram

About the Company

Glu Mobile is a well-known smart-device game publisher that has been around since 2001. Their games are focused on the original IP games like Gun Bros, Deer Hunter, and Zombie Defense, to name but a few. Their “Freemium” games can be played on iOS, Android, Windows and MAC operating systems and cater to a broad array of global audiences.

Goal

To increase app installations.

Glu wanted to increase the number of installs for their new game, Diner Dash 2016, and their marketing marvels knew they also had to target a wider audience segment. The Instagram campaign was also run as a part of testing out the waters to see whether or not the platform was a viable option for acquiring new users.

Solution

Glu Mobile teamed up with ReFUEL4 to effectively gain followers from Instagram’s huge collection of foodies. They created smart photo ads displaying a real chef and added some Diner Dash food items from the game to the ad image. The brilliant CTA to “Install Now” resulted in a boom of app installs for the company. Glu also made use of Facebook’s Power Editor and Ads Manager while developing their campaign, incorporating targeting tools to reach an audience of women aged 18 to 45-years-of-age.

Results

• 39% increase since their preceding Instagram campaign
• 800,000 impressions throughout the campaign

Key Takeaway

Instagram is an amazing way of reaching new audiences, in a way that an audience wants to be marketed to. Including a direct and clear CTA on your posts is important to drive specific behaviors.

5. Girl Scouts

Platform Used

Twitter

About the Company

As a non-profit organization, the Girl Scouts USA started over 100 years ago with a woman who believed that every girl has immense power. Since the first Girl Scout troop in March 1912, they’ve grown, helping girls find their passions, talents and strengths.Most of us know the Girl Scouts for their amazing cookies; cookies which help girls thrive and collect funds that are put to amazing use around the community.

Goal

To drive app downloads.

The social media team noticed that a lot of customers had issues with finding their nearest Girl Scout Representative when Cookie Season was in full swing. They wanted to drive cookie booth searches on their official website and also boost the number of downloads for their Girl Scout Cookie Finder mobile app. This would not only benefit the organization but also, be a massive help to consumers looking to buy cookies.

Solution

@GirlScouts used an App Card (showcasing their delicious products) in a Twitter App Install campaign, which easily and conveniently allowed users to download and open the Girl Scout Cookie Finder app from their Twitter account. This resulted in significantly boosted conversions!

Results

19,500+ Twitter-driven app installations

“Twitter offers a unique value proposition for us because our customers are active users and on their phones 24/7. Twitter’s conversion reporting is also really clear. The interface was so easy to use, we set up the campaign less than a day after the idea came up. Overall, Twitter’s a really sweet match for us.” - Kayla Santalla, Senior Digital Media Strategist at Girl Scouts USA

Key Takeaway

By adding images to Twitter’s App Cards, you’ll give potential customers a visual of what your app has to offer. Using the App Card function is a great way of allowing customers to easily access your app right from the Tweet itself.

There you have 5 successful social media campaigns that made waves in the last few years. These examples simply speak to just how valuable social media marketing can be and what a big difference it can make in lead generation, brand awareness, and sales. Keep these takeaways in mind when planning your next campaign!

Final thoughts

There you have 5 successful social media campaigns that made waves in the last few years. These examples simply speak to just how valuable social media marketing can be and what a big difference it can make in lead generation, brand awareness, and sales. Keep these takeaways in mind when planning your next campaign!