We spotted a major gap in travel coverage: while countless articles rank the "best places to visit," no one was talking about how popular tourist destinations might be ruining travelers' sleep. By combining tourism data with wellness metrics, we created a first-of-its-kind study that revealed which famous vacation spots are actually nightmares for quality rest.
Our PR team analyzed the media and found no coverage linking tourist spots to sleep quality - a perfect media gap.
The story hit two trending topics: wellness tourism and sleep health.
We combined five key metrics (noise, hotel reviews, air quality, crowds, and nightlife) to build a compelling data story.
Tracking fashion conversations online, we noticed a significant insight - while consumers were increasingly interested in sustainable fashion, no one had quantified which countries were leading this movement. Media coverage focused solely on individual brand initiatives, missing the more significant market picture. Our PR team saw an opportunity to create the first comprehensive country-level analysis of sustainable fashion adoption.
Media analysis showed that a major percentage of sustainability coverage focused on brands rather than market-level insights.
Fashion publications rarely covered country-level sustainability data despite high reader interest.
Our analysis had great potential as it combined sustainability and fashion and looked at it from a different perspective.
Campaign Research
We analyzed 20+ countries to reveal the true leaders in a sustainable fashion by examining comprehensive market data and consumer behavior:
Conducted detailed measurement of fast fashion versus slow fashion revenue distribution within each country's apparel market to understand market penetration and consumer preferences.
Analyzed global search volumes for "thrift stores near me" across different regions to understand real consumer interest in sustainable shopping options.
Examined worldwide search trends for SHEIN as the leading fast fashion indicator, revealing surprising patterns in consumer behavior across different markets.
Results
Our study landed massive coverage: 17+ top media publications, including Just Style and Rag Trader.
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