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.
Our team noticed a pattern in media coverage around cybersecurity threats, which often offered only vague warnings like “be careful what you click.” Determined to offer more concrete guidance, we created a data-driven campaign exposing the specific words scammers use to deceive unsuspecting victims. We paired expert commentary with detailed data insights, capturing widespread media attention and interest.
We identified a surge in media reports about cybersecurity threats, prompting us to investigate the most dangerous email words that often signal scams or phishing attempts.
Rather than relying on generic tips, we came up with a data-driven approach to pinpoint high-risk words and phrases.
Our team integrated reputable expert commentary, which captured wide media attention and highlighted the real-world value of our findings.
Campaign Research
We conducted in-depth research to identify the most malicious words in scam and phishing emails.
We analyzed email datasets using advanced machine learning models to identify the most dangerous and frequently used words in scam emails.
Our team developed a weighted scoring system that evaluated each word's frequency of appearance, click-through rates (CTR), and infection/damage rates.
This data-driven approach exposed patterns and trends, helping us create a list of red flag words that internet users can use to recognize and avoid threats.
Results
Our research generated significant media interest, securing eight high-quality media placements, including NewsBreak, Consumer Affairs, and the Entrepreneur.
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