2023

NYX Awards - 2023 Gold Winner Winner

Data-Driven PR: Proving ROI with Outcome and Impact Measurem

Entrant Company

CerconeBrownCompany

Category

Public Relations - Public Relations / Other__

Client's Name

Country / Region

United States

Experience Level

Public Relations Firm

PR teams often use metrics that are difficult to translate to business outcomes (sales, customer acquisition), leading CFOs to target PR budgets. To help, CBC approaches PR more like eComm experts. We build proprietary client dashboards that converge traditional metrics (e.g., opportunity to see), qualitative data (e.g., message quality, audience quality), website analytics, SEO rankings, and sales to provide a 360-degree view of the true impact of PR.

One example is “spike detection,” which correlates lift in website traffic and revenue with press coverage. For one client, 4 of the top 5 days for organic search traffic in 2021 correlated directly with top outlets like Eat This, Not That, Men’s Life, and Yahoo News. Across CBC clients, 70% of all top traffic days correspond with earned coverage.

For B2B clients, we track leads generated by coverage using trackable links, Google Analytics, and CRM data. For one client, we doubled qualified leads, increased demo requests, and closed more than $200,000 in sales – all attributable to earned media coverage.

Media coverage also creates backlinks that improve domain authority and drive organic search traffic. We measure how coverage increases organic and branded search traffic, dramatically increasing the ROI attributable to PR. Long-term, articles featuring our clients continue to rank highly in Google for relevant, high-volume SEO keywords, increasing exposure and clickthrough among audiences with high purchase intent.

CBC has also invested in outcome measurement for influencer campaigns. One influencer campaign for MegaFood drove an 11-point lift in intent to purchase (measured via an independent brand lift study with a control/exposed methodology).

Additional campaign results testify to the quality of the content:

1.1M impressions (4x more than forecast)

37K engagements

1,115 clicks

6.2% engagement rate (2.1x above goal)

This work won a Global Digital PR award for influencer campaign of the year in 2022. A follow-up campaign continued to leverage creators as educators and thought leaders aligned with MegaFood’s values. This campaign drove a 26-point lift in consideration (more than 3x higher than benchmark), proving the impact of expert-created influencer content on consumer behavior.

2023
Social Media Videos
NYX Awards 2023 Winner - I Paint Music
gold
winner
Karen Mosbacher

Entrant Company

Twelve Legs Marketing

Category

Social Media Videos - Arts & Entertainment

Country / Region

United States

2023
Social Media
NYX Awards 2023 Winner - Hair.com's Mane Campus Influencer Campaign
gold
winner

Entrant Company

Agency Guacamole

Category

Social Media - Social Influencer Marketing

Country / Region

United States

2023
Website
NYX Awards 2023 Winner - Liberty Common School
gold
winner
Liberty Common School

Entrant Company

Finalsite

Category

Website - School / Universities

Country / Region

United States

2023
Broadcast / Television
NYX Awards 2023 Winner - HER Disease
gold
winner
Heart Research UK

Entrant Company

AML Communications Limited

Category

Broadcast / Television - Health & Wellness

Country / Region

United Kingdom