Bought By Many: Capitalising on company news

CHALLENGE
Bought By Many was gaining significant traction in national and lifestyle media, specifically in the personal finance sections. However, we needed to drive more cut-through in the business pages. With it’s launch into the US market imminent, the pet insurance provider tasked Brands2Life with capitalising on the news to raise awareness of Bought By Many as a great British success story, disrupting the financial services space.

APPROACH
With competition for business profile coverage fierce, we knew that we needed to tell this story in a compelling way. To ensure it packed a punch, we hosted a messaging workshop with business leaders to collect and finesse the key messages that would really differentiate the business in the eyes of media commentators.

With messages agreed, we pitched an exclusive to Business Insider – a key title with both UK and US reach – before embarking on wider media outreach.

IMPACT
Alongside a trophy piece in Business Insider sharing multiple key messages, we secured national/international coverage on Reuters, Mail Online and This Is Money. Further trade hits were secured with top insurance trades and tech/Fintech titles. Furthermore, our messaging will continue to be updated as Bought By Many’s story evolves, keeping spokespeople consistently compelling.

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