How an annual report garnered 1.5 million impressions

Client Objective.

In February of 2014, leading eCommerce SaaS solution, ShopVisible, released its annual data report featuring insights and key buying behaviors pulled from its clients’ retail sites. The eCommerce provider wanted to leverage its 2014 Influence & Impact Report as a catalyst for industry leadership and lead generation. The company enlisted AR|PR to take the marketing piece and obtain both media coverage and social media shares of its content. With a goal of six news articles and 50 tweets, AR|PR set to work and crafted a multi-pronged distribution blitz.

AR|PR’s Approach.

AR|PR identified top story angles derived from the report, and worked with ShopVisible to create an announcement that appealed to reporters and industry influencers, alike. The firm drafted a press release for immediate distribution via the wire and sent custom pitches to target reporters. AR|PR also created a viral social media campaign that featured the report’s data points and key messages in daily Twitter and LinkedIn posts. Finally, the firm engaged ShopVisible employees – encouraging additional social shares.

ShopVisible_contentThe Results.

Within four days of the announcement, AR|PR landed eight stories in leading marketing and online retail publications, including Marketing Land, Mobile Payments Today and Website Magazine. In less than six weeks, coverage totaled more than18 stories, 1.5 million media impressions and resulted in over 120 organic Tweets from influencers such as Accenture and Search Marketing Inc. – vastly exceeding the campaign’s goals. As a result of these efforts, nearly 500 people visited the report’s landing page and more than 100 prospects requested the report, with a majority of requests originating from social media and news websites – proving that the distribution blitz was effective at both lead generation and brand awareness.

*Campaign recognized at the 2014 Technology Association of Georgia Marketing Awards