Results
- Over 90 700-word stories submitted to the competition
- 50 pieces of online coverage including UK Parents Lounge, Eat and Play, Activity Village, Over 50s and the Literacy Trust
Challenge
Lactalis-Nestlé Chilled Dairy wanted to increase awareness of its new children’s character ‘Munch the Cow’, to help reaffirm its association with storytelling among mothers and young children. At the same time it wanted to drive entries to a storytelling competition being held online. To get anyone to write 700-word stories is a challenge.
Solution
In the same way ‘traditional’ PR would identify the right publications for placement, we found websites and social media sites that would be interested in the Munch Bunch initiative. We found websites for parents, grandparents, story-telling and competitions. We also identified groups in LinkedIn, Twitter, Facebook, and found bloggers who wanted to participate.
