Turning Consumer Data Into Front-Page News
The Challenge
Zappi was seeking a high-profile brand moment in a top-tier business publication that would demonstrate the real-world value of the company’s consumer insights data for CPG and beverage industry executives.
THE APPROACH
Three Rings identified a Wall Street Journal beverages reporter and crafted a targeted pitch using relevant data from a recent Zappi survey. When the reporter expressed interest in diving deeper into American drinking habits amid rising alcohol costs, we moved fast, working with Zappi to field, analyze and package fresh consumer insights in under 48 hours.
The Results
30+
spinoff and syndicated stories, including CBS Evening News, The Independent, The Daily Beast, The CPG Guys podcast, MSN, Yahoo! and many more
Front-page WSJ story and digital version with three direct mentions of Zappi data
+27%
week-over-week lift in website traffic,
peaking at +76% on the day the story ran
111%
week-over-week increase in MQL page visits
with zero additional paid spend