The Importance of PR in Digital Marketing
The Importance of PR in Digital Marketing
With the internet has grown a lot over the last few years, digital marketing was bound to as well. The number of people that use the internet has been increasing rapidly over the last few years. Especially with the pandemic, the number of smartphone and internet users was seen to have increased even more rapidly. Digital marketing hence is a tool in IMC that can no longer be ignored by the brands. The numbers and results have time and again shown how important and beneficial this tool is.
Within digital marketing, comes digital PR. Digital PR in simple words is the process of using digital communication tools to manage the image of a brand in the eyes of its consumers. Let’s discuss why digital PR is such an important tool within the concept of digital marketing
With the internet has grown a lot over the last few years, digital marketing was bound to as well. The number of people that use the internet has been increasing rapidly over the last few years. Especially with the pandemic, the number of smartphone and internet users was seen to have increased even more rapidly. Digital marketing hence is a tool in IMC that can no longer be ignored by the brands. The numbers and results have time and again shown how important and beneficial this tool is.
Within digital marketing, comes digital PR. Digital PR in simple words is the process of using digital communication tools to manage the image of a brand in the eyes of its consumers. Let’s discuss why digital PR is such an important tool within the concept of digital marketing
It is always a struggle to achieve cut-through with seasonal content, but one hair-care brand achieved that and more with their clever application of interactive content to promote the right products to the right customers at the right time.
Background
The brand wanted to promote a range of hair-dye products to a younger audience, as well as discover how committed their customers were to changing their hair colour during the summer festival season.
Solution
Knowing that hairstyle is very much a matter of personal taste, the brand decided to use an EX.CO personality quiz experience to deliver a personalized product results - and festival look - based on the answers their customers give to each question.
The title they chose for this content was "What's your festival hair-style?"
Pick a pair of wellies
Where are you staying?
I want to look
How committed are you to your new look?
Your festival season is all about trying something new and switching it up!
Your festival season is all about trying something new and switching it up!
For you, style is colourful and full blown #festivalvibes, so you need a style to match this.
Your new look should include a semi-permanent hair dye from haircare brand, designed to last up to 15 washes. From Raspberry Rebel and Purple Punk to Steel Silver and Turquoise Temptation, experiment with one or more colours and mix and match with bold or pastel shades - just enough to make the filters pop!
When you decide to reinvigorate your look, remember to do an allergy test 48 hours before colouring your hair.
Your festival look should be as bold as you are, so choose a hairstyle that will make you stand out from the crowd with dazzling, vivid colours.
Your festival look should be as bold as you are, so choose a hairstyle that will make you stand out from the crowd with dazzling, vivid colours.
Your festival look should be as bold as you are, so choose a hairstyle that will make you stand out from the crowd with dazzling, vivid colours.
Say hello to dramatic semi-permanent dyes in shades of Shocking Pink, Electric Blue or Purple Punk, and keep that festival feeling with you for up to fifteen washes - til even after you’ve washed the last glitter off your clothes. Experiment with one or more colours and mix and match with bold or pastel shades - just enough to make the filters pop!
When you decide to refresh your festival style, remember to do an allergy test 48 hours before colouring your hair.
Your festival style is sophisticated shades of summer blondes with a twist.
Your festival style is sophisticated shades of summer blondes with a twist.
Try taking your blonde up a level with a Lightener + Twist with a Cool Rose or Cool Lilac permanent pastel shades. You can choose between four levels to push the colour up to, making sure you’ve got your blonde exactly as colour-twisted as you want it to
When you decide to refresh your festival style, remember to do an allergy test 48 hours before colouring your hair.
Your Festival look should be edgy, sharp and totally fresh, so make sure you’re radiating cool with a metallic shine to your festival hair.
Your Festival look should be edgy, sharp and totally fresh, so make sure you’re radiating cool with a metallic shine to your festival hair.
Ultra Metallics in shades of Silver and Steel will give your hair that permanent gloss so your festival vibes never have to stop. With maximum colour, depth and radiance, you’ll be turning heads well into autumn.
When you decide to refresh your festival style, remember to do an allergy test 48 hours before colouring your hair.
For you, festival looks are classic but vibrant.
For you, festival looks are classic but vibrant.
Your perfect festival hair is a look you can take straight with you to work the next week, in an enriched natural shade, like Urban Brown with subtle undertones of gold and copper, or a fiery Mango Twist.
A Permanent Base Range will give you gorgeous natural-looking colours enhanced with a Vibrancy-Serum that will give you those envy-inducing glossy locks to take home with you.
When you decide to reinvigorate your look, remember to do an allergy test 48 hours before colouring your hair.
Take the quiz yourself to understand how interactive content provides deep engagement for customers
And the results...
UPLIFT
253% brand uplift as measured by Nielsen (compared to an average of 10% uplift across beauty campaign)
CTR
4.06% clickthrough rate, four times the benchmark of 1%
COMPLETIONS
95% quiz completion rate!
Shares
7.95% organic share rate!
Why it works...
Interactive content provides the triple threat of a highly engaged end-user, actionable insights and personalized product recommendations.
This application of the EX.CO platform married a customer need (wanting a new festival look) with the brand's products, and communicated that through a piece of content that rewards the customer for interacting with it.
What next?
What interests you most about interactive content?
What interests you most about interactive content?