Case study: MoleMap (Australia and New Zealand)
Project
Raise the profile and credibility of the MoleMap Australasia brand across Australia and New Zealand.
The Opportunity
Our brief was to give a new piece of melanoma research presented at an American Dermatological conference relevance to Australians and New Zealanders. The seminal US research identified six factors that helped predict the risk of developing skin cancer.
The Solution
Impact PR designed a research methodology utilising key findings of the US study and commissioned a trans-Tasman study to measure the prevalence of these six factors across Australians and New Zealanders.
Impact PR drafted two country specific press releases outlining the findings of the study to target general news media in both New Zealand and Australia. We then pitched the news releases to our key media contacts in each respective market.
The Results
Impact PR successfully created a significant and immediate media splash through leveraging our extensive network of contacts in both New Zealand and Australian media.
Within 72 hours of disseminating the press releases Impact PR had secured the following television, newspaper, radio and online coverage for MoleMap:
- 32 branded Australian news stories including; Channel 9 News, Sky News, The Sydney Morning Herald, The Age and Brisbane Times
- 23 branded New Zealand news stories including TV3, 3 News, Herald on Sunday, The Dominion Post, Otago Daily Times and The Press
- 5 national TV/Radio Interviews with MoleMap’s Dermatologists Dr Mark Gray and Dr Martin Haskett in each market including TV3 Sunrise and Newstalk ZB
- The coverage was successful in achieving not just improved brand awareness but also a significant increase in MoleMap’s bookings within hours of the media reports.