Quarterly content-led PR campaigns
The regional (Southeast Asia) job portal Monster.com wanted to raise its profile as a job site in Singapore, Malaysia, the Philippines and Hong Kong, and position itself as a reputable jobs portal. In a bid to increase investment on the region, they wanted to measurable results cross the funnel.
Having worked on the account across PR, content and social in each market for a while, there was an opportunity to initiate a branding campaign leveraging all existing channels (website/blogs, landing page/gated content, social channels, YouTube, PR, EDMs to employers/job-seekers) or both organic. The idea was to start with one campaign, but aim at quarterly regional brand campaigns (content-drive PR campaign).
The campaign was started was a regional survey. The resulting insights were used as a base for content creation, including press releases, bylines, brand campaign videos, downloadable guide, newsletters, blogs and social media assets.
May 4, 2020