We developed a targeted media campaign utilising case studies, research, and tips and advice to support the charity’s team with a national media relations campaign. Coverage included key messages promoting the campaign, website links to drive traffic, and interviews with case studies and research and policy experts.
All content directed people to the Dry January sign-up page to drive traffic, boost digital visibility for Alcohol Change UK and ultimately generate sign-ups.
As a result of our joint activity, the campaign delivered the following results:
- Coverage secured in the MailOnline/Daily Mail, The Daily Telegraph, BBC Breakfast, Metro and The Sun, amongst others
- More than 50% of coverage included a link, with an average domain authority of 70
- Contributed to increase in overall number of sign-ups with 130,000 people signing up to take part in Dry January
- Generated a 243% increase in mentions compared to 2020 and a 600% increase from 2019 campaign in UK mentions
- Generated a 150% increase in global mentions compared to 2020
- Secured a partnership with digital-only platform JOE with an exclusive feature around sober shaming, particularly in men, featuring case studies from Alcohol Change UK
“The team at Definition were great to work with and together we achieved some brilliant results for our Dry January 2022 campaign, achieving a huge increase in media coverage and more mentions of Alcohol Change UK, the charity behind the campaign. From start to finish, they’ve been fully engaged and supportive in every stage in the process leading to some excellent results.” – Julie Symes, Senior Communications Manager, Alcohol Change UK