Fabrik: Web 2.0 Demands PR 2.0
What they asked us to do….
In 2006, Fabrik, a start-up that makes it easy for people to find, share and publish digital media content, turned to Cohn & Wolfe to create an online buzz and media relations campaign to launch the company as an innovative and credible player in the increasingly-crowded Web 2.0 space. Our campaign was designed to acquire beta users, build awareness, facilitate new rounds of funding and to set Fabrik apart from competitors.
What we did….
To help break through the Web 2.0 noise and skepticism, as well as establish Fabrik’s long-term viability, the team leveraged the strategic partnership with Fortune 500 partner Maxtor Corp. to generate differentiation and positive brand sentiment by association. In addition to traditional media relations programs, the campaign used emerging Web 2.0 tools and social media activities to build word-of-mouth buzz and make it easy for new users to “discover” Fabrik on their own. Tactics included podcast creation and distribution, SEO and content tagging, blog relations and building Fabrik communities on sites like Tagworld and MySpace.
Our results
The nine-month campaign exceeded more than 350 top-tier media outlet and blog placements from March – December 2006, generating more than 120 million impressions. The resulting coverage following the bi-coastal media/analyst launch tour, which included briefings with more than 50 influencers and analysts, generated more than 100,000 unique hits to the myfabrik beta site within the first week, and more than 10,000 beta testers. The resulting media and blog coverage was overwhelmingly positive in tone with strong message-pull through and Fabrik differentiation