Hylink
As a member of the Hylink Digital marketing team, I faced the challenge of obtaining Western media coverage for the agency with a limited budget of $2,500 for 2022. Through my strategic planning and creative problem-solving skills, I was able to successfully secure media coverage and showcase the agency's expertise to a wider audience.
Year
08.21
Scope
Comms, PR, Social Media
Timeline
1.5 years
The Advertising Industry - Shaping Culture and Popular Trends
Approach: The pandemic has transformed the media landscape into a pay-to-play environment, making it more challenging for companies to secure coverage. I developed a pitch strategy that personalized, maximized, and monitored the number of pitches we sent, and also created the agency's first external newsletter to introduce ourselves to the media and share our valuable insights. In addition, I leveraged social media as a tool to educate the public about our services, share our published content, and support our SEO objectives. As a result of these efforts, Hylink Digital was featured in 99 publications in 2022, including Forbes, Fast Company, BOF, JingDaily, Campaign, AdExchanger, and USA Today. Media Results: - 1,000 daily pitches - 30% average pitch open rate - 1.5% average conversion rate - 208% media mentions and growth from 2021 - $2.1 billion publicity value generated - Monthly contributor to Campaign USA and Campaign Asia - $148,000 value saved. Newsletter Results: - 20 editions - 50% average newsletter open rate - 90% SEO score
