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 the lack of social media analysis when it comes to beauty media trends. Articles showed great interest in emerging beauty directions but missed how they appear and spread over social platforms like Instagram or TikTok.
We noticed that huge beauty trends often appear on social media first, being supported by posts of regular users.
Our PR team turned to TikTok to discover more, focusing on the most popular hashtags about new beauty directions․
The idea benefited both from timely coverage of new trends and exploring the social media importance in the beauty industry.
Campaign Research
We analyzed TikTok data to identify the biggest beauty trends online. The research showed new and unexpected ways in which people celebrated their beauty:
Our study covered both social media metrics (number of views and posts) as well as age range and geographical popularity by country.
We compared seasonal trends against skincare routines and popular make-up techniques to emphasize the growing interest.
Our campaign discovered countries where people were the most enthusiastic about Tiktok trends, including Finland, Spain, and France, offering insight into local beauty culture.
Results
Our study gained over 9+ backlinks in beauty outlets, including Elle, Grazia Magazine, and Salon Today.
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