Design and execution of PR campaign towards mass media
A new digital platform was the focal point of a targeted PR effort and influencer campaign that spoke to series and movie lovers.
Samsung wanted to highlight their QLED TV and the many opportunities to access a wide range of movies and series via Samsung’s Smart TV platform. In doing so, the consumer electronics brand chose to tie in with one of today’s most popular pastimes – binge-watching. More specifically, the dream of being able to re-watch your favourite series as if for the first time.
Samsung’s Swedish PR lead agency, Wenderfalck, in collaboration with two renowned hypnotists, developed a digital hypnosis service, Unspoil Me, which allows movie and series lovers to forget all or part of their favourite series or movie and watch it again as if for the first time.
Relationspeople designed and executed the PR efforts for the campaign in Denmark. The strategy behind the effort was based on data from an omnibus survey of TV and series habits in Sweden and Denmark, which showed that every fifth Dane (18%) spends an average of 6-10 hours a week watching series and that 65% binge-watch series. At the same time, 42% of Danes have been exposed to so-called spoilers, which reveal all or parts of the plot of the series they are watching.
Relationspeople activated the campaign in Denmark through traditional PR efforts and through influencer collaborations.
The digital hypnosis service attracted massive interest from traditional media – both online, on TV and radio – and created positive engagement on social media through the collaboration with the two influencers.
- Massive online, radio and TV coverage
- Total reach via traditional media: 7,5 million
- Total reach via influencer collaborations: 232,800
- 9,772 tried the digital hypnosis