During our media relations work with Research Now we were looking for a PR concept that would appeal to both the UK marketing press, and provide ample opportunity to repackage the content in a number of ways to support Research Now with lead generation and industry engagement. As Generation Z were coming of age we felt exploring the habits and perceptions of the new consumer was a perfect choice.
Research Now surveyed a Trans-Atlantic sample of 2000+ consumers, with the resulting data being used as a base for a multi channel PR and marketing campaign. Providing Research Now the opportunity to add new subscribers to their database and engage with marketing professionals generally via a promotion of the study on the Marketing Week database. They therefore needed Keen as Mustard’s expert design skills to create an e-book, email content and an infographic to be shared on multiple platforms.
Our first job was to design an e-book about the GenZ study, before designing and coding a supporting HTML responsive email to promote the E-Book. Lastly, we created a series of promotional tweets to generate interest in the e-book in the run up to its launch. Despite being on an extremely tight (10 day) deadline, our hard work ensured these steps were completed within the time limit.
We were also able to re purpose the research and E-Book into a PowerPoint presentation which was presented as a keynote presentation at The Insight Show in London. Though the presentation’s design was based on the e-book, the content was enhanced by telling a more granular story with additional figures and support from the research.
The last stage of the project was creating an infographic that was to be used online and on social media. Using our in-depth knowledge of the study, we carefully curated the text and story, before designing the infographic for multimedia use.