Razorfish’s Gen Alpha Research
41
Pieces of Coverage
7
New Media Relationships
7+
Months of Post-coverage Interest
Challenge
Enhance Razorfish’s presence as a go-to resource for impactful insights surrounding the advertising/marketing industry, utilizing unique research findings and perspectives on an up-and-coming generation of purchasing power: Gen Alphas.
Solution
Our team compiled a list of our ad/marketing reporter friendlies, making sure to identify some “reach” reporters who we had yet to break through with, and ensured a strong vertical presence across trades in the retail space. Taking an embargo approach, we did a calculated yet robust push of initial outreach teasing the data and offering interviews with executives to break down the data. Following the launch, the team continued to leverage the insights and assets in timely newsjacking efforts and relevant trends. The insights and narratives from the research were also leveraged for speaking and award submissions, extending the life of the data.
Results
Secured 41 pieces of coverage, with coverage still appearing 7+ months post-launch
New relationships built with 7 key reporters at 5 publications
Reporters with established relationships seek out insights from Razorfish execs on relevant news, but also tangential topics including Campaign US, Digiday, The Drum, Retail TouchPoints, Reuters, Business Insider, and more.
