We worked with some big-name celebs and heavyweight companies, recently partnering Huawei and brand ambassador Ananda Everingham for the launch of Mate 8 in Thailand. A massive program of print advertorials was run concurrently with social media snippets and republishing. This was a huge undertaking as the channel grouping looked something like this; 247 (cover story), BK Magazine (cover story ), Esquire (cover story ), Maxim, Hiso Party, Cleo, Brand Age, Forbes, Thai Rath, Marie Claire, GM Biz and Marketeer – all had to be written, all on message, all dripping with smartphone product info and celebrity chat, all in the different styles of each publication (including Thai translations).
Advertorial
Advertorials are sponsored stories on social media, and paid features in magazines. It is referred to as native advertising, and is all the rage right now.
This doesn’t mean it’s the best approach multilaterally for various project types, however. Advertorials tend to yield weak storytelling and low reader value on account of everyone having to be satisfied – the client, the brand ambassador and the magazine’s editorial team.
Sometimes it’s a drag getting it to work.
We’ve worked with some big-name celebs and heavyweight companies. If you’re planning any sort of media campaign which features articles, advertorials or social posts, please get in touch for a free consultation.
Occasionally we favour a more traditional approach, which is print ads running simultaneously with magazine editorial. This builds more credible storytelling and is often cheaper. Another classic PR approach is to write a fact and advice-rich feature which does not hard-sell, but instead offer a valuable insight for the reader. If the article is strong enough, it can often be published for free (please see our work with Doi Chang Coffee and its high-impact feature in Global Coffee Review of Australia).
Please get in touch for a free consultation if you’re planning any sort of print media campaign which features articles or advertorials.