How to Make Your Marketing Campaign Visible in the Media?

Rinnakiosk x META

Overview:

Media mentions: 17

Reach: 383,800 people

Goal: To strengthen the image of R-kiosk as a socially responsible brand that engages in activities with real impact.

Campaign background:

Rinnakiosk was a summer campaign by Reitan Convenience and the Estonian Health Insurance Fund (Tervisekassa). The creative idea was developed by AD Angels. The campaign aimed to raise awareness about the importance of early detection of breast cancer. In July and August, the R-kiosk at Pärnu Beach was transformed into the “Rinnakiosk” to highlight breast cancer awareness. A key factor in generating media interest for the marketing campaign was finding a newsworthy angle and using strategic communication to bring the issue into the public spotlight.

Challenge and Solution:

By listening to people and monitoring various social media channels, we realized that the Rinnakiosk and its location on Pärnu Beach had a provocative impact on the public.

Initially perceived as a challenge, we turned it to our advantage. This became the main message to amplify the campaign in the media. A traditional awareness campaign suddenly took on a new angle: Why does this approach seem provocative in 2024?

Using this information, we found a way to get the media talking about the topic by offering stories and angles that encouraged reflection and sparked discussions. The newsworthiness was not just in health awareness but also in the campaign and the societal attitudes it provoked, which interested journalists and opened up additional opportunities for extended interviews.

Goals:

1. Strengthening brand image: Present R-kiosk as a socially responsible brand that cares about health and its employees. We created a strong and straightforward message explaining why the company is running this campaign — over 90% of its employees are women, so this issue is important to them, and they want to draw attention to it. The message was concise and impactful.

2. Making the marketing campaign appealing to the media: The media always needs more than just information about a campaign. It requires a creative, value-added angle that generates as much media coverage as possible.

3. Raising awareness: Increase public awareness about breast cancer prevention and encourage people to go for regular health check-ups.

Actions:

• Launch event at Pärnu Beach: We organized a launch event where the Rinnakiosk was opened, and the campaign was introduced to journalists.

• Media engagement: Sharing press releases and photos from the launch event, offering interviews, and providing background information on the feedback received by the company regarding the campaign.

• Adjusting the media angle: Based on initial feedback, we adapted our communication strategy to emphasize why the provocative approach of Rinnakiosk raised questions in society. This allowed us to offer new perspectives to the media and secure more in-depth coverage.

Results:

• 17 media mentions, including interviews in both newspapers and radio.

• The campaign reached 383,800 people through media.

• At Pärnu Beach, 700 people scanned the QR code and reflected on their health.