As an industry leader in the home security and hidden camera business, BrickHouse Security was looking for potentially controversial topics to delve into with content marketing. Wpromote set about creating content that would stay true to their business model and core audience while also tapping into a larger pop culture conversation.
Our content strategy for BrickHouse involved fun, compelling, and lightly branded content that would get people to share and start a conversation.
Utilizing social media listening tools, we researched the largest bubbles of conversation within a given time and bucketed them into two categories: so-called “real news” and “pop culture.” Our hypothesis was: in social media, real news is drowned out by meaningless pop culture, celebrity news, and gossip.
The result: a playful infographic consisting of “tweet-offs,” pitting world news stories against celebrity gossip (e.g. Miley Cyrus’s twerking versus the war in Syria) as measured by Twitter references during specific time periods.
Including 14,000 Facebook shares and 1,000 tweets.
With 100+ completely new and diverse organic, inbound links, plus rankings jumps in targeted, ROI-driving keywords.
And introduction to new audiences through earned media.