This Presentation is a brief view of media, focusing on earned media as a key tool in the media landscape

1. By Ikechukwu Prince

2. INTRODUCTION
Marketing and advertising campaigns that do not connect with the
target audience in anyway tend to bring little or no results in terms of
ROI and hence gradually kills a brand’s image, reduce consumer loyalty,
drop sales volume and so on. Bad right? Sure it is, that is why popular
brands even new brand entrants that have designed their
communication plans and messages need to understand the need for
EARNED MEDIA as a tool for promoting brands image, building brand
love, increasing consumer loyalty and it goes on and on
By Ikechukwu Prince

3. MEDIA IS IN 3 FORMS
OWNED MEDIA
PAID MEDIA
EARNED MEDIA
By Ikechukwu Prince

4. WHAT ARE THEY?
OWNED
• Media owned by a
brand such as a
company’s website or
social media pages,
blogs, TV networks,
OOH boards etc.
PAID
• Media that is paid for
• Includes digital
campaign ads, TVC,
radio commercials,
print ads, billboard ads,
hypes, influencer
recommendation etc.
EARNED
• Consumers reaction to brands
(Can be Positive or Negative)
• Includes reviews, word of
mouth, shares, news
mentions, stories etc.
By Ikechukwu Prince

5. Why Earned Media?
Earned media is key in building an emotional connection with the
consumers. Advertising campaigns developed with great consumer
insights can be used to generate campaigns (and contents) that will
thrill consumers and produce that “WOW” effect that will also draw
the attention of the media. That way a brand will not have to spend so
much on advertising (Paid Media) and would rather get an added
benefit of consumer loyalty.
By Ikechukwu Prince

6. Example of Earned Media-
Share A Coke
The Share a Coke Ad Campaign won the hearts of many as well as the
media attention as it was introduced into the Nigerian market. The
frenzy of consumers scampering in stores in search of their names
was hilarious. The campaign has now been extended to “Share a
Feeling” campaign which is also a major hit.
By Ikechukwu Prince

7. Other Examples Around The World-
Dove Campaign For Beauty
This campaign broke barriers in the advertising world, using deep insight
from an extensive research. They observed that only 2% women think they
are beautiful and they used that insight in creating a campaign that drew
attention from the media and also won the hearts of consumers
By Ikechukwu Prince

8. Other Examples Around The World-
Red Bull Stratos
Red Bull Stratos killed it with a stunt they pulled called “Mission To The Edge Of
Space” The stunt wasn’t actually an advertising campaign per se as claimed by the
Red Bull Spokeswoman Patrice Radden but it attracted not only the media (Radio,
TV, Press, Blogs, Websites etc.) but won the hearts of consumers. The mission
involved a man in a suit who dived from out of space into earth with a remarkable
speed. By Ikechukwu Prince

9. Summary and Recommendation
As much as we have seen about Earned media and its core relevance in
media let’s note this points:
1. Earned media is that buzz consumers generate about a brand, hence,
brands have to find a way to develop, design and implement
campaigns in order to achieve this buzz in a positive way. A failed
campaign idea can destroy a brand’s image and generate negative
stories, reviews and word of mouth, which invariably means the
downfall of the brand
2. Earned media may not be entirely successful in most cases without
strategically utilizing paid and owned media. In actuality they work
hand in hand to establish a media convergence
3. Great consumer insights are the prerequisites for developing a great
advertising campaign
By Ikechukwu Prince

10. By Ikechukwu Prince