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CASE STUDY No. 2: STRESSBUSTING.CO.UK
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'It is impossible to get attention for websites', announced a top publicist, after Think Inc had approached her to help market stressbusting.co.uk, a portal about stress and how to beat it. And she should know, she added, since she had just finished working on a whole spate of websites. |
Three months later, she offered to eat her hat, after Think Inc, with her help, had succeeded again and again in getting huge national and international attention for stressbusting.co.uk.
We had done so by the simple technique of creating great ideas for editorial content (please see Content Marketing), which not only made the site more interesting to visit in the first place, but which could then also be used to deliver national and international media profile, both offline and on.
Thus, we:
- Devised a survey to discover which telephone hold music was the most stress-inducing. The runaway winner was Greensleeves, composed, according to legend, by Henry VIII for Anne Boleyn.
- Identified and labelled the new medical syndrome of 'Stress Envy' - defined as stress caused by worry that one is not feeling stressed enough, and is therefore a complete loser.
- Compiled a 'Stress Index', which showed which tennis players fared best under stress by comparing their career win-loss records with their win-loss records in tie-breaks, the most stressful part of any match. It proved, among other things, that Tim Henman is not nearly the choker that his reputation sometimes suggests.
- Conducted research to discover which night of the week most Britons found it hardest to sleep - and used the result to identify and label the new medical syndrome of 'Sunday Night Fever'
- Suggested that sex and bananas, not necessarily at once, were among the best cures for stress-induced insomnia.
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These stories were first planted on the site and then fed to the wider media and world, where they repeatedly won the site huge attention.
This technique is not 'just journalism' or 'just publicity/marketing'. It's both at once. And both done better than normal.
It could also be the key to finding the Holy Grail of modern marketing, namely word-of-mouth. |
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About Stressbusting.co.uk
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Stressbusting.co.uk is an information portal about stress and how to beat it, conceived and created by Think Inc, in conjunction with 21st Century New Media.
Its contents include:
- A stress test designed to measure your own Stress Quotient ('SQ')
- An A-Z of stress therapies, from yoga to Reiki, reflexology, ayurvedic medicine and smudging
- Stressbusting tips from a range of experts
- A forum or notice-board for visitors
- Celebrity stressbusting secrets: from Madonna, Kate Winslet, Martine McCutcheon
- The stressbusting secrets of food, sex, exercise, flowers, massage and meditation, plus a range of news and features on everything from telephone hold music to beating insomnia.
- A cutting-edge "Relaxation Zone", a state-of-the-art chill-out zone, including 50 interactive movies and kaleidiscopic animations in five different channels, plus four radio channels, an ambient jukebox and a bunch of cool screensavers.
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