xigxag - PR and influencer marketing

MUVs.

Organic articles for PR coverage.

Influencers outreach with a total of 38,471 followers.

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Objectives

xigxag appointed OggaDoon to create a strategic and tactical PR plan to raise brand awareness and drive more downloads for xigxag, an advanced UK audiobook platform. This initial project was to build awareness and position xigxag app as a new and innovative audiobook platform by highlighting the first-ever fully integrated listening and reading experience for audiobook listeners, called the x-book®, via PR, brand partnerships, awards, events and influencer campaign.

The second phase was to increase support and develop a quarterly PR strategy with trendy PR themes, angles and hooks to position xigxag as an alternative to Big Tech with no subscription, a pay-as-you-go model with reasonable prices and the more books you purchase, the cheaper it gets. The aim was to promote xigxag as a market disruptor in the midst of the cost of living crisis.

The third phase was to drive conversions and drive deeper brand equity by promoting the green element of xigxag as digital reading/listening is the sustainable way forward. This focused on highlighting xigxag was Certified B Corp™ and Ethical Consumer Best Buy, creating a positive social impact, which was to encourage people to make more sustainable choices for the environment. A glowing example of tech for good.

Results

From October 2021 to October 2022, we successfully landed 38 organic articles (editorials) with a total of 80,134,815 MUVs raising brand awareness, building the xigxag brand known to the South West regionally and nationally, as well as driving more than 50,000 user downloads. We delivered targeted organic PR campaigns, created 10 strong brand PR themes of new investment, an award-winning audiobook app, a new advanced and innovative audiobook platform, World Book Day, Dyslexia Kids, Travel Companion, Frazzled Mums, International Children’s Day, alternative to Big Tech and sustainability, with 10 influencers (nano and micro-influencers) reviewing xigxag on their Instagram channels. Moreover, we undertook full research of Calendar PR themes and hooks for xigxag with UK mum & parent bloggers. Lastly, we ran a paid ad campaign for xigxag on The Guardian for 4 weeks, achieving 44,040 impressions, 32 clicks and 0.073% CTR.

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Challenges

At the time of our collaboration with xigxag, we faced a tough competition challenge when both Google and Apple have a stranglehold on the UK mobile ecosystem. Winning the press interest to review xigxag is a great challenge when Amazon pours their gifts and promotions into the press for gift guides. We pitched xigxag into a more niche and local press to drive interest and recognition to a more people-centred audiobook app that holds the hearts of numerous amount of young readers and listeners in the UK and highlighted the positive sustainable impact that is xigxag’s strength to position xigxag as an alternative to Big Tech and conquer the market challenges.

Strategy

Oggadoon created a strategic organic PR plan targeting key journalists, influencers and opinion leaders in the UK market. This included the book/publishing, tech, travel, gift guide, consumer, regional, sustainability/environment and green press, as well as nano and micro social media influencers. The core messaging was developed around 10 brand PR themes which placed xigxag proposition authentically in the day-to-day lives of the target consumers’, making the angles relevant to the press and their editorially-centred coverage.

Guerilla Tactics Used:

Ad campaign

Influencer marketing

Brand awareness