Raja Workplace Digital PR
RAJA’S AWARD-WINNING IDEAL JOB CAMPAIGN GETS CLOSE TO 9M COVERAGE VIEWS
The brief
Who said packaging materials and workplace equipment can’t make the news? Not us! When Raja approached TMWI to help spread the word about what they had to offer, we went straight into brainstorming mode. The result? The Ideal Job Campaign that got RAJA in most of the national press outlets and won TMWI the B2B Sector prize at The Drum Awards for Digital Industries. Here is how we boosted awareness while strengthening the connection between the company and their core audience.
The campaign delivered exactly what we wanted: great coverage from national news outlets and a big boost in the brand’s visibility.
119
PIECES OF COVERAGE
8.9M
ESTIMATED COVERAGE VIEWS
#3
MOST READ ARTICLE ON THE GUARDIAN SITE
48
LINKS FROM COVERAGE
#1
MOST VISITED PAGE ON RAJA WORKPLACE SITE
WHAT WE DID
We knew from the start we had to tap straight into the DNA of what made RAJA a successful business. Their main audience was company decision makers. They all had a common mission: to make the job easier for everyone else, from getting enough envelopes for the office to sourcing the right equipment for the warehouse.
So, we launched a survey asking respondents to describe the characteristics of their “dream job”. 2,000 working professionals, aged 16-64 participated in the survey. We compiled information on their ideal working hours per week, salary and remote work.
We then amplified the insights across different channels, including digital PR and native display. What we found out about people’s dream job was newsworthy and propelled RAJA where they wanted to be: straight into the national conversation around work-life balance.
The strategy won RAJA national coverage and millions of views, all prompted to visit their website and learn more about what RAJA had to offer. Organic traffic at its best!