Our original promotion strategy was to reach out to media outlets to see if they would pick up the video, and from there, repurpose the content from the video into other mediums. We soon realized that our outreach efforts were so successful that they deserved our full attention.
One of our most successful outreach tactics was building off of early media wins. Once we had a few big names under our belt, we used that to our advantage in pitching other outlets. We kept our pitches simple and to the point. Our pitch to Huffington Post was under 100 words long.
You may be wondering how our strategy was any different than what a traditional PR agency might do, and that’s an important question. Because Big Leap’s focus is on digital marketing, we had an SEO focus throughout the outreach process. We weren’t just looking for who would spread the word, but how they would spread the word. We paid attention to things like links and referral traffic to analyze how each media share impacted the overall virality of the campaign. We closely monitored the channels that picked up the video organically to make sure proper links and attribution were given to Extra Space Storage.
Throughout the process, we worked closely with the team at Extra Space Storage to ensure our outreach efforts were integrated with their internal promotion and advertising efforts. Together, we saw outstanding success.