About the campaign
In collaboration with Sony, this campaign explored the emotions we experience when watching TV. Using data from Brandwatch, a social media monitoring tool, we analysed thousands of social media posts about 20 of the most popular TV shows of 2018 and 2019, to uncover which shows received the most positive/negative feedback, and what kinda of emotions each of them elicit.
We collaborated with a psychologist to gain additional insight into the emotional impact of TV and the role social media plays in the act of watching TV.
I was involved in this campaign from the initial brainstorm, through to the PR outreach phase. I was responsible for writing the full campaign landing page copy, as well as an accompanying blog post to sit on the Currys PC World content hub, a press release about the campaign and interview questions for our expert. Using Brandwatch, I collaborated with another member of the team to collect extensive data on thousands of Tweets about popular TV shows. I then analysed the data to draw conclusions and identify key stats to shape the story and inform PR angles.
To devise a campaign that will deliver links to Sony OLED/Bravia product segment pages on the Currys PC World site and drive visibility within Google for associated keywords.