PR Case study – Bebo

 Bebo is a global social networking website which aims to bring together like-minded individuals who are creative, expressive and socially aware. Bebo has over 31 million members worldwide and is the largest social network in the UK, Ireland and New Zealand and one of the top three social networks in the US, Canada and Australia.

With no offices in Australia or New Zealand, Bebo turned to CP Communications to raise its profile and increase its brand awareness with advertisers in the region. Starting from scratch, with no profile within the marketing, advertising and business media, CP Communications launched Bebo to the industry through education and a concerted pitching effort.

CPC developed a list of key journalists to target and pitched Bebo to them. CPC tailors US and UK media releases to the local market and distributes them. CPC also coordinated and executed a successful media tour, with visiting US Manager and organised for him to speak at Ad:tech.

Media coverage has included a feature article in Marketing Magazine, of which Bebo Global Communications Director Sarah Gavin said, “Wow… this a brilliant piece! Thank you for all your hard work and patience in making this happen. I am so pleased – great job.”

Coverage has also been achieved in B&T, IT Wire, Sydney Morning Herald and The Age, which has resulted in significantly improved brand awareness and profile within in the online advertising media agencies. NZ media coverage includes the national evening TV news on TVNZ, The Dominion Post, Stuff.co.nz and the NZ Herald.