BeamlyAttention Please, and Quickly!
Start-up Beamly, a social TV pioneer and spin-out from BBC iPlayer, had seen some significant changes in direction and a name change. It needed to reassure the market it was still very active and build up a position around its new pivot. In particular, Beamly wanted to push its technology leadership in ‘social discovery’ and content marketing around TV shows.
A concerted thought leadership campaign with strong data–driven peaks quickly built visibility around its new position. Social data around big TV stories like Eastenders’ ‘Who Killed Lucy’ anniversary story, Eurovision and the Superbowl was used to create splashes of volume coverage.
Overwhelmingly positive coverage of Beamly was rapidly secured in a wide range of the key media titles. That initial activity was then consistently reinforced over a number of months, also supporting two further messaging pivots. This culminated in the acquisition of Beamly by Coty.