Client: WotWentWrong (Melbourne, Australia)
Agency: The Cline Group (Bala Cynwyd, PA)
Campaign: WotWentWrong North American launch
Duration: September 26, 2011 - March 2, 2012
Almost everyone has been left perplexed about what went wrong with at least one dating experience, so Audrey Melnik, CEO of WotWentWrong, decided to create a platform for feedback from dating partners to address why things didn't work out. She hired The Cline Group for the launch campaign.
“Because WotWentWrong.com is a new concept and a totally new product, it doesn't really have any competitors,” Melnik explains. “I needed to raise awareness and there wasn't any point in investing in SEO because people wouldn't be searching for this kind of thing. PR was the perfect vehicle.”
Media and blogger relations were the primary drivers given that WotWentWrong hadn't had a chance to build up a big social media following.
The site launched on January 24, timed to capitalize on the build up to Valentines Day.
Agency SVP Scott Piro says research revealed a lot of dating coverage, but little focused on break-up topics. WotWentWrong was positioned as a tool for understanding why promising romances ended, for providing closure, and for improving chances of future relationship success.
“Some people love WotWentWrong and some people don't think it's a good idea,” Piro explains. “It's controversial and media friendly in terms of coverage. Plus, there are bloggers who trade in snark, and we're snark friendly. No matter what people write, it's a traffic driver to the site. And media relations does have a social echo because all the big outlets tweet.”
Jezebel was given a January 24 exclusive. Then media covering tech, relationships and dating, women's interest, pop culture, business, and sex were pitched. Relationship and dating bloggers were also targeted. Dating coverage was created on social bookmarking site Delicious in the form of a stack (playlist) to support the press release.
“The Delicious stack provided a refresher on how crowded the dating space is and how lopsided coverage is,” Piro notes.
Related stories in top outlets were monitored via Google Alerts and rapid-response pitches were sent about WotWentWrong.
Coverage was posted on WotWentWrong's Facebook and Twitter pages, and Melnik re-tweeted media tweets.
The site went from 30 beta testers to 80,000 unique visitors by early March.
The campaign garnered 143 stories (nearly 430 million impressions) in outlets worldwide, including ABC News, Huffington Post, Urban Daddy, AP, and Reuters. Broadcast coverage was earned, but not measured.
A literary agency contacted Melnik about a book deal.
Social media outreach has increased. The team is also pitching statistics derived from the site, such as the top 10 break-up reasons, worldwide.