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WHAT?
When launching Yasper, we knew that it would be important to generate cut-through and brand awareness. As a new business, we were keenly aware of how important it would be to create a digital footprint on trusted news sites in order to improve our website’s domain authority. We wanted to get across our insight-led approach, while also showcasing our copywriting, design and media relations credentials.
We came up with the idea of creating a series of insight reports, which would capture an important subject, gather third-party data and analyse trends in order to create newsworthy content. While we wanted to host the reports on our website, we also knew it was important to capture data on potential customers.
Knowing that 2024 would be a pivotal year for politics in the UK, we wanted to deliver unique insights that would be valuable to our potential audiences. We came up with the idea of creating political polling that would look at two key mayoral races in the north and pass judgement on the wider levelling-up agenda.
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We commissioned British Polling Council member Censuswide to survey 1,000 people in two mayoral areas: West Yorkshire and the Tees Valley. We worked with knowledgeable journalists, businesses and representative organisations to arrive at a set of questions we believed would deliver valuable insights.
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We worked to secure exclusive opinion pieces from two candidates in another mayoral race – North Yorkshire – providing additional value for our audiences. We then worked with regional and national journalists to help ensure the story got the coverage it deserved.
HOW?
RESULTS
180%
monthly increase in web-traffic compared to rolling average
248 pieces
of media coverage across print and digital
3 insight reports
generated, gathering 50 new data captures
Upon launch, we generated immediate cut-through with key media titles. Having spoken with multiple national and regional journalists, we timed the release of the data for maximum impact and coverage.
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Our work to sell-in the story ahead of publication resulted in 248 pieces of on- and offline coverage, all mentioning Yasper and most quoting us. National coverage included the Daily Express, Mirror, Independent, i News, and MailOnline. We also secured outstanding regional coverage in the likes of the Yorkshire Post, Yorkshire Live, and Teesside Live.
The timing of the report going live generated tens of thousands of engagements of social media, including celebrity interactions with the likes of football pundit Jeff Stelling and presenter Steph McGovern.
We led the agenda on this type of polling, with several other more established organisations following suit. In a key year for politics, we ensured that Yasper was front and centre of the debate.
