Media Relations - XCELLR8 - Metamorphic PR : Metamorphic PR

THE BRIEF/OBJECTIVES

To increase the visibility of XCellR8 among chemical manufacturers and cosmetics companies based on the company’s success in securing EU funding to develop a new non-animal test.
To start changing the perception of non-animal testing – from being solely an ethical choice to a more robust, scientific approach.

ACTIVITIES

Media relations
Reviewing and analysing an in-depth market research report commissioned by XCellR8 in order to create a compelling news story, a clear explanation of the status quo and why the science used by XCellR8 is more accurate than animal testing
Using the recent injection of EU funding to support the narrative that more widespread use of non-animal testing is on a journey to becoming a reality.
Creating a media “fact pack” to help XCellR8 help shift its existing image as an ethical testing laboratory to a science-driven operation.

RESULTS

Widespread media coverage in national, regional and industry-specific publications
Increase in mentions for XCellR8 online (see chart 1 – PR Traffic Value) and visibility for readers visiting news sites
Increase in the visibility in Google Search of XCellR8 with the search term “animal testing” (see chart 2 – PR Search Value)
Increase in the association in Google Search of XCellR8 with the term “cosmetics” (see chart 3)
New media contacts created for XCellR8 with specialist publications, creating the expectation for future developments in the narrative.

MEDIA RELATIONS - XCELLR8