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How Mynewsdesk Created Internet History

Blog post   •   Apr 16, 2015 11:30 +08

Last month, Reddit described the latest campaign we have run at Mynewsdesk as being “part of internet history”. Whilst that statement maybe a little of an exaggeration, we are all very proud of the achievements our MynewsdeskNow campaign has delivered. 

Screen Shot 2015-04-09 at 15.27.28


Primary mission: 
Showcase Mynewsdesk as a modern newsroom platform with pioneering insights into how content is created and spread today.

How: 
Using purpose driven story telling to inspire communication managers around its home market of Sweden. 

Results:
Global publications picked up and reshaped content Washington Post, CBS News, Mirror.co.uk, Business Insider, ChinaDaily

- With an earned media reach of 200m people & an estimated media value of $5m

- 60% increase in sales leads

Watch the video below:

Our Chief Marketing & Growth Officer Jonathan Bean has blogged about the campaign and the experiences of other companies and communicators can hopefully learn from. Here's a brief summary. If you would like, read the detailed blog post - here.

1. Purpose Driven Story Telling

In a world of ever-increasing commoditisation the use of purpose driven story telling will be increasingly important. Your audience does not really care what you say but they do care what you do and what you believe in as a company. To develop a newsworthy angle, we chose to focus on a major social issue around communication – that of digital alienation within the elderly. At Mynewsdesk we believe that the power of communication can truly change the world but only if you are connected.

2. Realtime Content Doesn’t Need to be Difficult

We hear all the time that creating content is a real challenge. However, with some thought and creativity, realtime content can be made easy. 

3. Owned & Earned Content is Key

Our two major focuses for the campaign in terms of execution were to exploit the opportunities through owned and earned media. A landing page / website Mynewsdesknow.se was created as an owned destination to drive traffic too and a call to action (CTA) was created to drive that traffic to test the Mynewsdesk platform for potential sales leads. During the campaign week, realtime social , location and video content was displayed on the landing page to showcase the realtime content.

At the centre of this destination was a realtime newsroom (powered by Mynewsdesk) which offered all the latest updates from campaign in terms of activities or blog posts from the associated ambassadors that we worked with. Of all the assets on the site, the newsroom element drove the most traffic and conversions of the entire campaign.

On earned media, apart from pitching to national, regional and trade media in Sweden, we also worked with 5 influencers / ambassadors. They contributed to content and conversations to the campaign. 

4. Agencies Still Provide Creativity & Resources

One of the biggest challenges for in-house marketers and communicators today is creativity and resources. A good agency partner can help with both these challenges and has and will remain the agency USP in today's digital world. However that doesn’t mean that agencies don’t need to be effectively managed. It took several iterations to come up with a creative concept that was upon.

5. Dare to Try New Platforms

At Mynewsdesk, we have always been pioneers at using new platforms. Whilst we are all quite adept at using different social platforms none of us had used Reddit before for a proactive communications outreach activity. However, in this case, Reddit was ultimately the tool that gave this campaign its viral and international reach. 

6. A Campaign is Not Enough

Where is the longterm value? Through the campaign, a starting point was formed. It is now time to leverage these campaigns concepts to build a longterm content asset that will stand the test of time and deliver value a longtime after the campaign activity has ceased.

Good luck in creating your very own little piece of internet history! 

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