"Cost of FOMO" was a data-based media relations campaign to build awareness for the Ratehub.ca credit card vertical.
Product PR for Ratehub.ca involved ongoing media relations for its comparison tools for mortgage rates, credit cards, and other banking products. As an aggregator, Ratehub.ca was uniquely positioned to provide commentary on top-of-mind personal finance issues affecting Canadians. By leveraging a mix of internal subject-matter expertise and data (studies and proprietary site data), Ratehub.ca secured a leading position as a go-to source with major media outlets across the country that it’s retained to this day.
Cost of FOMO Study (June 2016):
The Cost of FOMO campaign was a survey data release, designed to market Ratehub.ca’s credit card product vertical. The study analyzed Canadian lifestyle spending habits, focusing on millennials and how factors like social media impact their consumerism. By attaching the product vertical to a broader hot conversation topic — avocado-toast-spending-millennials — this study was poised perfectly for a widely covered news story.
Awareness: Media mentions of the Ratehub.ca brand and credit card comparison tool
Spokesperson SME positioning: Securing interviews with Ratehub.ca spokespeople
Links: Garner high-authority links from online media outlets and blogs to Ratehub.ca’s platform
Secured over 30 unique news placements with a total audience reach of 13 million. Coverage included cross-country radio hits including 570News, 680News, 1130News, TV mentions on CP24 and CTV, and print/online coverage:
Can we please finally bury the image of the lazy, entitled millennial? (The Globe and Mail)
Embrace ‘JOMO’; it’s way cheaper than ‘FOMO’ (Global News)
How social media makes you spend more money (Toronto Star)