ITNSource wanted to draw attention to their extensive archive footage library by getting positive digital PR coverage – with links that deliver traffic and improve organic search visibility whilst securing mass voluntary social media sharing.
We created an interactive video timeline showing the science and technology thats changed our lives in the last 114 years. It used their best archive footage, was easy to use, visually appealing and genuinely interesting, educational, socially shareable and able to attract digital PR coverage.
We needed a way to better show off our amazing archive footage. Render Positive developed the idea to create a showcase of “The Technology That Changed Our Lives”. Using our expert archivists and their remarkable designers, developers, copywriters, researchers and marketers, we created something spectacular that has been shared massively on social media as well as being featured by The Independent, Channel4 News, and a wide range of educational technology publications. The links generated through this activity will help our entire site’s visibility in Google. We are even using the timeline as a sales tool for our business development team. Truly an amazing piece of content. We are definitely working with Render Positive again in next year!
Frances Taylor, Marketing Manager, ITN Source
ITNSource came to our offices for a brainstorm, which resulted in a wealth of ideas which we narrowed down to two. We won’t lie – their massive amount of historical archive footage made this a fun brainstorm!
We researched key journalists and bloggers and asked them, ‘Is this idea good? Would you publish it?’ When we got enough positive responses, we commenced production as we knew we would get coverage and the campaign would be a success.
Once the timeline was produced, which really was a massive piece of teamwork from both ITNSource and Render Positive, we contacted all of the journalists and bloggers we premarketed to, as well as additional influencers we had discovered.
We also ran a cost effective & targeted Promoted Tweets campaign to reach our target consumers directly. This gave us additional exposure on top of being featured in highly authoritative publications.