One study, fifty headlines, zero new data
A personal-finance app had a single national study on emergency savings and had already squeezed two links from it. The setup was a campaign everyone assumed was dead. The angle was to mine the same dataset for the one thing we hadn't used: state-level breakdowns we'd collected but never published.
We rebuilt the pitch around hometown shame and pride. Each regional reporter got a custom line: 'Mississippi households have the thinnest savings cushion in America, just $1,200.' No two pitches shared a headline.
The result over five weeks: 50 regional and local placements from data we'd already paid for, 39 with links, plus three TV-station web writeups that linked the source. Cost of the second wave was essentially zero beyond outreach time. Branded search in the targeted states rose 18%.
A local business editor replied, 'Finally, a national survey that bothered to tell me about my own readers.'
Lesson: Most campaigns die with 80% of their links unclaimed. Localization is the cheapest second harvest in PR.
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One study, fifty headlines, zero new data
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