A lot of people have been saying that PR is dead.
That content marketing is the future.
But @bolt would probably disagree.
They used a combo of both to get mentioned in basically EVERY major publication this week.
Let me show you how.
🧵
That content marketing is the future.
But @bolt would probably disagree.
They used a combo of both to get mentioned in basically EVERY major publication this week.
Let me show you how.
🧵
Just in the last few days, Bolt has been mentioned in:
- Business Insider
- Fast Company
- Forbes
- People
- SFGate
- CNBC
And a ton more!
- Business Insider
- Fast Company
- Forbes
- People
- SFGate
- CNBC
And a ton more!
This single share from Fast Company received 1000+ engagements!
And there were hundreds of other publications & users sharing it this week.
And there were hundreds of other publications & users sharing it this week.
This is the second time that Bolt has used news about its Four Day Week to drive a ton of press mentions & shares.
Back in September, they used a very similar tactic:
Back in September, they used a very similar tactic:
We even featured them in one of our newsletters!
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But how did they get so many mentions?
Why was every publication happy to write about them?
How did they stand out from other brands doing the same thing?
Why was every publication happy to write about them?
How did they stand out from other brands doing the same thing?
I think it breaks down into 4 main things:
1. They positioned it perfectly
2. They coined a catchy name
3. They had a publishing partner
4. The founder was fully on board
1. They positioned it perfectly
2. They coined a catchy name
3. They had a publishing partner
4. The founder was fully on board
1. They positioned it perfectly
Everyone is burnout & overworked, not just people working in the tech or marketing industry.
A four-day workweek appeals to literally EVERYONE who is working a 9-5.
That broad appeal made it easy for large publications to feature it.
Everyone is burnout & overworked, not just people working in the tech or marketing industry.
A four-day workweek appeals to literally EVERYONE who is working a 9-5.
That broad appeal made it easy for large publications to feature it.
2. They coined a catchy name
Obviously, they didn't come up with the Four Day Workweek, but now it's synonymous with Bolt.
They even own the domain!
It is now part of their branding just like a brand color or font would be.
Obviously, they didn't come up with the Four Day Workweek, but now it's synonymous with Bolt.
They even own the domain!
It is now part of their branding just like a brand color or font would be.
3. They had a publishing partner
Bolt used an exclusive interview with Fast Company to announce the Four Day Work Week instead of just putting out a post.
This made it much easier for other outlets to make the case to cover the story.
And then it just took off from there!
Bolt used an exclusive interview with Fast Company to announce the Four Day Work Week instead of just putting out a post.
This made it much easier for other outlets to make the case to cover the story.
And then it just took off from there!
4. The founder was on board
The founder & CEO of Bolt, Ryan Breslow, was 1000% behind this initiative.
It gave a name & face to the Four Day Work Week as well.
This helped it evolve from just a good idea to something much more!
The founder & CEO of Bolt, Ryan Breslow, was 1000% behind this initiative.
It gave a name & face to the Four Day Work Week as well.
This helped it evolve from just a good idea to something much more!
This was a masterstroke that helped @bolt reach a HUGE audience outside of the FinTech niche.
And by publishing this thread on Friday, they probably won't even see it! 😆
If you want more marketing case studies like this, sign up for our newsletter: content.foundationinc.co/insights-1
And by publishing this thread on Friday, they probably won't even see it! 😆
If you want more marketing case studies like this, sign up for our newsletter: content.foundationinc.co/insights-1
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