CAMPAIGNS: Brand Awareness - Beatwax aids schoolmate reunion site


PR Team: Beatwax Communications

Campaign: Profile-raising

Timescale: May - September

Budget: £30,000 reunites old school and college friends who have

lost touch. Barnet couple Steve and Julie Pankhurst came up with the

idea in October last year.


To increase awareness of the site and promote registration.

Strategy and Plan

A number of stories about old friends being reunited through the site

were fed to tabloids as human interest features.

Broadsheets were pitched with a 'Britain gets nostalgic' angle, and

journalists were invited to meet old flames who had rekindled years-old

love affairs.

Teaser e-mails were sent to a diverse range of journalists to pique

their curiosity, aiming for a domino effect across print and broadcast


Online and trade journalists were also pitched suggesting this to be the

'internet success story of the year'.

The campaign was not backed with any additional advertising or


Measurement and Evaluation

Coverage in the IT pages of several national newspapers was followed by

a major feature in The Guardian G2 section and a news piece in The Sun,

prompting the press domino effect.

Most notably BBC 6 O' Clock News, London Tonight, Channel 5 News, GMTV

and BBC Radio 1,2,3,4 and 5 Live all featured the site, while Channel 4

News reunited the site creator with an old schoolmate. Around 150

regionals have run the story to date.

More than 10 TV production companies have approached Beatwax with

documentary ideas.


According to, this summer Friendsreunited became the most

searched-for word on the net, with the number of registered users

growing from 50,000 in May 2001 to 1.2 million by 1 September.

Hits currently number between three and five million per day, and

Friendsreunited is still the UK's most searched web site.

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