Case study: Gallery Guardian
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The brief
Gallery Guardian is an app that helps parents safeguard their children from cyberbullying by alerting them when illicit images are being shared or received on their smartphones or tablets. Dimoso was tasked to plan a launch PR strategy across UK, securing placement in national newspapers and parenting magazines. |
What we did
Dimoso set up a sentiment tracker to record journalists that were writing about cyberbullying, internet safety or sexting so we were ready to press the button with the Gallery Guardian campaign as soon as cyberbullying stories started to hit the press. We were aware of the danger of being seen to piggy back ‘bad’ news stories so we suggested forging a relationship with the NSPCC to include their advisory content and a helpline within the app prior to going to press. This created credibility for the app and we were able to reference the NSPCC in our press materials.
Dimoso set up a sentiment tracker to record journalists that were writing about cyberbullying, internet safety or sexting so we were ready to press the button with the Gallery Guardian campaign as soon as cyberbullying stories started to hit the press. We were aware of the danger of being seen to piggy back ‘bad’ news stories so we suggested forging a relationship with the NSPCC to include their advisory content and a helpline within the app prior to going to press. This created credibility for the app and we were able to reference the NSPCC in our press materials.
The results
The team sourced strong media contacts, spreading the news about the unique features of the app. We achieved coverage on BBC News, ITV News, BBC Tech, Huffington Post, Daily Mail, The Times, The Sun, The Mirror, The Telegraph, Mail On Sunday.
The team sourced strong media contacts, spreading the news about the unique features of the app. We achieved coverage on BBC News, ITV News, BBC Tech, Huffington Post, Daily Mail, The Times, The Sun, The Mirror, The Telegraph, Mail On Sunday.