Engaging tech-savvy millennials with attention-grabbing storylines

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In efforts to produce an engaging and timely piece of coverage at without a press release worthy moment, we conducted a survey on behalf of ThinkGeek around America’s favorite pies per state. This, of course, was packaged up into a ready to publish piece just in time for Pi Day. We handled everything from the idea to the pitch and also produced infographics to make it very easy for journalists to share. We were able to land a great spot with Martha Stewart and even made it through to her own personal page.

Situation

Decluttr, a platform that allows consumers to buy and sell old tech, was seeking to attract more interest from young, tech-savvy millennials who may be interested in upgrading to new phone models or may be in the market to trade-in their tech.

Strategy

MBA evaluated the media and consumer landscape to identify topics that were popular amongst young, tech-savvy millennials, identifying a high level of interest in the nuances of smartphones in the US dating scene, as well as an interest in young parents around the topic of toddler smartphone usage. Using these angles as a creative means to gain interest with the community, MBA conducted two consumer surveys, one targeting 1,500 US singles, which identified key trends in dating preferences as they relate to smartphone usage, and the second surveying 1,000 parents on their children’s phone usage habits. MBA analyzed the results of each survey and shared the results with the media for use in editorial stories.

Results

  • MBA earned prominent press coverage across top consumer media outlets such as Esquire, Cult of Mac, The Independent, PocketNow, USA Today, Redmond Pie, Yahoo and dozens of other national and regional media outlets.
  • Top digital influencers including Quinn Nelson, Linus Tech Tips, iJustine, Kevin the Tech Ninja and Jeff Jarvis posted or interacted with the content
  • Prominent mention of the Decluttr brand across dozens of articles, with 10+ backlinks from high-authority sites generated to Decluttr.com surrounded by top keywords related to phone models, cracked phone screens and other relevant brand terms

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