Semrush newsjacking from top TV series

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Newsjacking is known as an instant marketing tactic capable of exposing your brand under the spotlight of a trend, attracting huge amounts of traffic, increasing social engagement, skyrocketing sales and... disappearing as quickly as the news passes.

SEMrush Newsjacking in Game of Thrones
At SEMrush we want to know if it is possible to take advantage of and benefit from this newsjacking technique beyond the top of the sales funnel.

So, since 2017, we have been following the Game of Thrones theme and have discovered that it can be fun but also productive if you know how to intelligently manage the wave of the trend and incorporate themes related to the series into a product.

We will see how to manage it to achieve the best in terms of promotion and added value and we will also see the results we have obtained from the campaigns we have created.

Dragons per click: the Seven Kingdoms on our CPC map
Before we move on to previous campaigns, we want to share with you an update made just a few hours ago: there is a new “country” in our CPC map tool !

Many of the houses in George RR Martin's universe operate in the same way as businesses do today, with numerous attempts to outdo competitors in their fight for power, so we decided that there should be a place for advertising in this "new world."

That’s why our PPC Toolkit team found it interesting to imagine what it would be like to advertise in the Seven Kingdoms.


Newsjacking - Seven Kingdoms Map
Along with the actual map, we also created a set of keywords that would be relevant to each of the industries we analyzed:


Newsjacking - Possible keywords by sector
Feel free to explore and tell us what you think!

We'd also love to hear what words you think we've missed on the list.

Dothraki Database for Keyword Magic Tool
With over 30 languages ​​in its database, it wasn't too difficult for SEMrush to add a few more, even if it was a fictional language.

This is how Elena, our product manager, and Dmitry, our education specialist, came up with the idea of ​​adding the Dothraki language to the Keyword Magic tool in July 2017.

Within a couple of weeks, it became a fairly successful campaign.


Newsjacking - Dothraki Keyword magic tool
Idea:
Adding the Dothraki language to Keyword Magic Tool and launching an international marketing campaign to highlight the volume and versatility of the SEMrush keyword database.

The database was taken from the Dothraki Language Dictionary and contained approximately 1,500 terms.

All metrics (search volume, CPC, keyword difficulty, etc.) were calculated based on analogy with the English version.

It took the developers about a week to include the Dothraki in the tool.

It took another couple of weeks for the heads of the various marketing departments to create and email database lists canada adapt the creatives locally.

The campaign was promoted on social media via mailout.


Newsjacking - Impact on social networks
Results:
Registration conversion rate of 9.26%.

13% increase in active users compared to the previous month (despite being low season).

Positive feedback increased by 400%.