UpNorth - Eirini Theodoridou. How to make your DPR campaigns work harder.pdf

UPNORTH 2024 - EIRINI THEODORIDOU

2. A B O U T M E
•4 years experience in content
marketing
•Heads up the international digital
PR team in connective3
•Worked with brand such as
C O N N E C T I V E 3

3. @eirinelo #brightonSEO

6. @eirinelo

7. @eirinelo

8. TIMING RELEVANCY DATA-LED

9. The brief was simple -
deliver high-quality links
through a nationally run PR
campaign around sports
fan experience.
We created an in-depth
analysis of the popularity of
tailgating in each city/NFL
team by analysing social
media data. Additionally, we
analysed the cost of
arranging a tailgate party,
either at home or in the
stadium.
@eirinelo

10. B U I L T I N N A T I O N A L A N D
S T A T E P U B L I C A T I O N S I N :
-N e w Y o r k
-N e w J e r s e y
-N o r t h C a r o l i n a
-M i n n e s o t a
T V c o v e r a g e f r o m 3
n a t i o n a l c h a n n e l s
( D O M A I N A U T H O R I T Y )

11. @eirinelo

12. WHY
ARE WE DOING
THIS CAMPAIGN?

13. WHY
DO READERS FIND
INTERESTING
AROUND OUR
TOPIC/CLIENT’S
NICHE?
WHAT
ARE WE DOING
THIS CAMPAIGN?

14. @eirinelo

15. PROACTIVE

16. Top 10 tailgate parties, according to rival fans:
Bills rank sixth in survey
•27% OPEN RATE
Super Bowl LVIII at Allegiant Stadium features
two top ten tailgating fan-bases
•38% OPEN RATE
NRG Stadium is one of the best stadiums for tailgate parties!
•42% OPEN RATE

17. WHY
ARE WE DOING
THIS CAMPAIGN?
DO READERS FIND
INTERESTING
AROUND OUR
TOPIC/CLIENT’S
NICHE?
WHAT
CAN WE MAKE
SURE OUR DATA
IS CREATIVE
AND HELP US
WITH
STORYTELLING?
HOW

19. Teams track records vs passionate
tailgating fanbases
Best and worst stadiums to tailgate
Most expensive tailgate party per state
and team
Favourite tailgate party foods
Most popular tailgaters in NFL
@eirinelo

20. WHY
ARE WE DOING
THIS CAMPAIGN?
DO READERS FIND
INTERESTING
AROUND OUR
TOPIC/CLIENT’S
NICHE?
WHAT
CAN WE MAKE
SURE OUR DATA
IS CREATIVE
AND HELP US
WITH
STORYTELLING?
HOW
CAN WE REANGLE
THIS CONTENT? IS
IT AN EVERGREEN
CONCEPT? CAN WE
REVISIT IT BY
REFRESHING THE
DATA?
WHEN

21. @eirinelo

23. @eirinelo

24. @eirinelo