Client: BBC Worldwide
PR team: Acceleris
Timescale: May-July 2011
- To generate mainstream awareness
- To attract a broad customer base including homebuyers, property enthusiasts, Kirstie and Phil fans, and the wider public.
STRATEGY AND PLAN
Acceleris identified key titles and provided different news hooks for property, personal finance and tech journalists. It set up radio interviews with 22 stations, as well as producing a video guide to the app and encouraging bloggers to review it. The agency conducted a survey of homebuyers and used the data to produce a national press release and regional stats for local media.
MEASUREMENT AND EVALUATION
More than 20 radio interviews took place on launch day, alongside interviews with national print media, while Kirstie Allsopp and Phil Spencer appeared on Loose Women. In the three weeks after launch, 177 pieces of press coverage were secured.
The Guardian and iTunes made it their 'App of The Week', and the video guide was featured on 19 consumer websites.