earn it! - business.jersey.com
TRANSCRIPT
Earn it!What makes PR worthy
content?
What does it take to make PR worthy content?
The story of the Jersey Christmas Cows.
Tasked with the challenge of achieving earned media coverage for Jersey in the run up to the Christmas period, in a noisy backdrop of Brexit and the general election mixed with BIG brand Christmas ads…
We needed an idea that flexed Jersey’s personality in a fun or playful way whilst showcasing the island’s selling points at this time of the year.
The Brief…
The way in.
Nothing signals the start of festive season quite like the sight of a woolly Christmas jumper.
Each year Brits take their festive fever to new heights - last year was the year of the matching dog's jumper - but this year Jersey will raise the stakes even further.
Think Christmas, but with bells on…
Christmas Jumpers!
The idea.HOW IT WORKED On December 09, we marked the start of silly season, ahead of National Christmas Jumper Day, Friday 13 and the General Election, Thursday 12 December, with a sight not to forget.
‘The world's first herd of Jersey cows proudly wearing their own Christmas Jumpers’
Partnering with @jerseycowgirl (Becky Houze), we captured hero imagery for press of Becky surrounded by cows, all wearing matching Christmas jumpers.To support the press imagery, we produced a short trailer that showed the cows in all their festive glory.
Jersey Cows in Christmas jumpers!
The idea.
This Christmas, Visit Jersey is taking festive fever to a new level and casting off an all new look – the world’s first herd of Jersey cows wearing their very own Christmas Jumpers in the lead up to National Christmas Jumper Day (Friday 13 December).
To model the range, Visit Jersey has uncovered one of the island’s biggest Christmas fans, Becky Houzé, the Jersey Cow Girl and her herd of beautiful Jersey cows to don the designs.
THE PITCH
The coverage.To date, we’ve achieved x259 pieces of coverage with a total reach of 291m and counting. We think we can officially say that our Jersey Cows in Christmas Jumpers have gone VIRAL!
Broadcast: 4 pieces of coverage, 43,372,000 potential reachNewswires: 2 outlets, 0 potential reach (reach based on news outlets who pick up the story)National print: 4 pieces of coverage, 2,749,041 potential reachNational online: 7 pieces of coverage, 4,332,759 potential reachConsumer online: 4 pieces of coverage, 20,165,066 potential reachOther online: 2 pieces of coverage, 6,581 potential reachRegional online: 9 pieces of coverage, 274,590 potential reachWorld online: 91 pieces of coverage, 70,287,508 potential reachAggregators: 7 pieces of coverage, 66,376 potential reachMedia social: 112 posts, 147,459,407Talent social: 5 posts, 1,004 potential reachLocal Jersey media: 13 pieces of coverage, 2.9 million potential reach
Key success metrics …
287Total media
hits
306mTotal media
reach
67%Of media
articles used he campaign
video
253Visit Jersey mentions
across media and social
50.1KContent views
43%Of articles used
campaign imagery*
72.7KEngagements across owned
social channels
589kReached across
owned social
8Broadcast hits
93Global media
hits
155mReached from editorial social hits – we went
viral!
4,102Landing page
visits
130Social hits!
*Low percentage due to Storyful wire pick up which used video only
Coverage highlights.
Coverage highlights.
Coverage highlights.
Coverage highlights
Owned social highlights. “I totally love this!! brilliant x” - Elaine
Wharton
“Love Jersey and have a real soft spot for the cows ❤ xx” –Liz Cormack
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