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Turning up the Heat – Driving Awareness Through Targeted Media Outreach

With 2013 behind us and the new year just getting underway, now is a great time to look back at the year and reflect on the unique and interesting client campaigns that we worked on at Communiqué PR. One client for whom we’ve had a great experience driving publicity over the course of 2013 is Mobidia.

Mobidia, a leading mobile analytics provider with the largest global sample of smartphone and tablet users, provides unique insights into mobile usage trends on mobile applications and mobile networks. Mobidia’s main commodity is usage data: real usage from real users on both cellular and Wi-Fi networks, which provides a comprehensive and unique understanding of what people do and value in the mobile world.

Mobidia has grown quickly over the past 15 months, and as such, we’ve partnered with Vice President of Marketing Chris Hill to scale up our media efforts and draw awareness for Mobidia’s main commodity: data.

In order to do so, our main objective was (and is) to establish Mobidia as a resource for media when they need data to build out or provide evidence for a story. To accomplish this, we employed the following tactics, which I’ll explore in greater detail below:

  • Targeted media outreach
  • A steady drumbeat of news
  • Bylines or contributed articles

Targeted media outreach

In order to reach journalists who actively write using usage data, we started tracking stories that feature data and reaching out to journalists, offering up Mobidia as a source.

Tracking what journalists are writing about is relatively seamless in this day and age. We leveraged Google Alerts and Twitter to ensure that we caught all the journalists for whom Mobidia could be a future resource.

A steady drumbeat of news

In addition to reaching out to journalists who made active use of data in their stories, we also put out a steady drumbeat of news on newsworthy topics in the fall of 2013. This provided us with collateral and relevant examples to offer journalists, and often resulted in standalone coverage.

We partnered with Mobidia to identify what newsworthy storylines they could distribute interesting, meaningful and credible data on – and with the rise of mobile apps, there were many opportunities! Over the course of the fall of 2013, we issued the following releases on topical subjects:

Bylines / Contributed Articles

To build thought leadership for Mobidia’s team, and to provide Mobidia’s own perspective and analysis on trends in data, we also work with Chris to pursue byline opportunities whenever it made sense.

In the fall of 2013, we secured and published three bylines:

Results

In addition to the three bylines mentioned above, we secured 51 articles and mentions from November 2013 through December 2013, amounting to 54 total pieces of coverage.

These results are detailed below, and range from the Wall Street Journal to coverage in blogs like BGR.

We have thoroughly enjoyed partnering with Mobidia to drive awareness around its data. Working with Chris Hill and the team at Mobidia is always an excellent experience, and we look forward to continuing to place stories on Mobidia’s unique data in 2014.

We’ve also been grateful for the skilled and helpful journalists we’ve worked with on behalf of our client. We’ve connected with a wide range of interesting and insightful industry professionals, and are excited to see the stories that come from these publications in 2014.

Here’s to a data-filled New Year!

Results (Detailed)