Digital launch of Pearl Academy’s School of Media and Journalism

How influencers helped in the launch of School of Media and Journalism for Pearl Academy

Content Marketing Case study

Challenge

India is a news driven country where the total count of news pieces consumed every day running into millions. With the coming of the internet, digital platforms have revolutionised communication space and have led to a paradigm shift in information/news creation, distribution and consumption. These platforms have impacted the rate of news consumption in India drastically. With increasing impact of digital platforms on journalism in India, the need for credible journalism prompted Pearl Academy to launch their school for media and journalism.

With this thought, they designed a curriculum for aspiring journalists to impart knowledge and introduce them to new age tools of journalism. With many prominent names in the industry, the challenge was to promote Pearl Academy’s School of Media and Journalism in the most elaborate and impactful manner.

Strategy

With digital landscape taking centre stage of everyone’s lives and social media becoming the prime source of content consumption, many questions arise about the ethics and limitations that bind the new age of journalism. Also, with a higher dependency on social media platforms, the face of news consumption and reporting has changed drastically. With many queries surfacing online, we thought of answering them all at once through a panel discussion hosted on a platform like a webinar.

We weaved the thought of leveraging digital platforms to answer all the questions and also to launch Pearl Academy’s School of Media and Journalism successfully. We brainstormed over the topic and devised a digital launch for the School of Media and Journalism. We planned a series of panel discussions that focussed on the new ethics, tools and future of journalism in India. Blogging is another avenue that has surfaced to ride hand-in-hand with the future of journalism. Hence, we decided to host two events – one on journalism and the other on future of blogging in india. For the same, we invited some of the prominent names from media and journalism industry and blogging space to discuss and address the surmounting queries around journalism and blogging.

The webinars were planned with a gap of two weeks between each other so that there could be enough noise created between them.

Execution

The first leg of the campaign started with the panel discussion where we invited six seasoned industry experts from the world of journalism to enlighten the aspiring journalist about how the world of journalism is changing and what is the future of journalism in India. The panel discussion was covered live on social media platforms like Twitter and Facebook.

With bloggers/social media influencers becoming an important part of the news making process, we executed the second leg of the campaign by inviting six eminent bloggers from the country, and they deliberated on the topic “new age journalism”. These webinars were broadcasted to thousands of anxious netizens via Pearl Academy’s Twitter and Facebook handles.

Both panel discussions were held to enlighten the audience about new forms and methods of journalism and how they fit with today’s short attention spanned audience. Following our 3-step strategy, we amplified the discussions all over the social media.

The panelists soon after the panel discussions shared their expertise on what lies ahead in the future for journalists and what skills are required to be the journalist of future. We also got some testimonial videos that were further amplified and shared among the social media universe for aspirant journalists. Here are some clips from panelists.

The panelists soon after the panel discussions shared their expertise on what lies ahead in the future for journalists and what skills are required to be the journalist of future. These testimonial videos were further amplified and shared amongst the social media universe for aspirant journalists. Here are some clips from panelists.

Some panelists also cared to share their thoughts on journalism and blogging industry by writing a blog on the same where they shared a lot of do’s and don’ts, their journey as a blogger, what it takes to be successful in blogging industry and many other thoughtful insights.  

By engaging relevant influencers, we further amplified and created a bigger share of voice around the panel discussion and these blogs shared by the panelists. This resulted in digital conversations where aspiring students also participated and put their queries forward to the panelists. Below is the snapshot of their activities.

Not only were we able to spread live buzz about the launch of new school, we also turned quite a few heads and managed to create an engaging conversation around Pearl Academy on leading social media platforms.

To get the insights of what was discussed in both the panel discussions you can watch the complete videos on:

1st Panel Discussion: Future of Journalism

 

2nd Panel Discussion: New Age Journalism

 

Result


67.85 Mn+ reach

200K+ engagement on videos

1700+ engagement

55+ digital coverages

172k+ views on videos

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