Moneypenny – US Digital PR

We were challenged to build brand awareness in the U.S. through relevant and topical Digital PR campaigns. Given our team already had a profound experience in building top-tier results across the states, we knew that sometimes the news cycle can move slightly slower compared to the UK, especially amongst business publications. Therefore, we adopted a strategy that included campaigns guaranteed to stay relevant over time – no one-hit wonders here!

Most success comes from offering journalists brand-new stories or adding to an existing topical conversation with fresh insights. So, to make sure our concepts stayed relevant to this, we implemented an evergreen strategy when it came to building our campaigns, inspired by existing conversations.

How? We carried out thorough desk research investigating what was already being covered in the news and being spoken about online by our target audience via social listening.

Then, based on our findings, we identified key topics of interest to base our evergreen concepts around which were predominantly wellbeing, productivity, and progression.

Whilst many of our concepts were focused on the key three topics, each piece of content included valuable advice to business owners from Moneypenny to ensure we stayed true to our brand and services throughout.

Not only that but given our experience of working with media across the U.S. we knew that journalists welcomed data on a city and state level, therefore most of our campaigns included survey data to ensure we had those comparable stats we know the media loves.