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.
We came up with the idea of this campaign in 2023 after noticing widespread media coverage of Nico Parker (daughter of actress Thandiwe Newton and director Olivier Parker) following her role in the hit HBO series The Last of Us. With her name trending everywhere and likely to rank at the top, we decided to compile a list of celebrity kids frequently mentioned in the media and determine who is truly the most searched.
Our team monitored big publications and noticed a trending discussion at the time driven by the appearance of Nico Parker in the hit series.
We used the trendiness of the topic, also considering that celebrities, their kids and their net worth changes are always widely covered. This gave an opportunity to create a piece that would be picked by entertainment journalists.
When compared to previously written articles, our idea had a new name and a data-driven proof with search volumes to it.
Campaign Research
We selected three quantifiable metrics: Google searches, Instagram hashtags, and net worth, ensuring a credible, ranking-based study.
Google search volume carried the most weight, followed by social media presence and net worth.
Using Min-Max scaling, we created a composite score from 0 to 100, ranking the most searched celebrity kids.
Results
The campaign brought us 31+ backlinks, including News Break, Black America Web, Global Grind and more.
Earn Impossible Backlinks Through Digital PR
Diversify your link profile
Build strong domain authority
Push keywords to higher positions to drive organic traffic
