10 Examples of Earned Media and How They Succeeded

examples of earned media

Table of Contents

Ever thought about what makes some ads so memorable? It’s the power of earned media. This is when a company’s creative idea spreads widely without it directly paying for promotion. Companies like Red Bull and Spotify have shown us how powerful this can be. They made their campaigns so cool that people couldn’t help but talk about them. This led to huge numbers of people watching their videos or tuning into their live events1. These success stories have become models for others who want to win at public relations today.

Paid ads are great for quick results and detailed data. But, it’s the real stories shared by fans and the media that touch us most. Think about it: a friend saying they like a product is more convincing than any ad. You can’t buy that kind of trust, it has to be earned2. By working with influencers and sharing what happy customers say, companies can boost their image without spending too much money. This not only saves on costs but also builds a deep trust that paid ads find hard to create2.

Key Takeaways

  • Real-world examples of earned media showcase the potential for campaigns to become viral phenomena.
  • Brand visibility is significantly innovated by creative actions, leading to organic growth and amplified messages.
  • Using influencers and brand advocates effectively multiplies the impact and credibility of your message.
  • Combining paid and earned media can yield a powerful synergy, enhancing a campaign’s reach and value.
  • The ability of earned media to save budget while potentially delivering higher credibility and connection is invaluable.
  • Metrics and analytics play a critical role in tracking the ROI and impact of earned media.
  • Authentic community-driven content can convert customers into loyal brand ambassadors.

The Power of Earned Media in Today's Marketing Landscape

Earned media is key in today’s marketing. It’s all about making real connections with people. Top brands don’t just rely on ads anymore. They use media, influencers, and social media to reach out. This change reflects how customers now look for genuine interaction over traditional ads.

Why Earned Media Reigns Supreme Over Paid Advertising

Paid ads push information out. In contrast, earned media attracts interest naturally because of its credibility. This type of media is trusted, leading to customer loyalty.

In cases like The Blair Witch Project, earned media can lead to big success from small beginnings3. It shows how powerful a good story can be.

Cultivating Creativity: How Originality Leads to Coverage

Being creative is the key to getting noticed by media. Unique events and brand ideas catch people’s eyes, getting you the coverage you want. Joining social media trends can boost your audience too, turning onlookers into fans.

Working with influencers can connect you to niche markets. This approach can bring attention and build trust and loyalty34. Smart strategies can also help you reach more people and understand your marketing success better.

Earned media is all about starting genuine conversations. It takes traditional marketing and makes it personal. As the digital world grows more complex, earned media is more and more important for real engagement and brand growth.

Examples of Earned Media: Businesses That Made Headlines

Earned media is key to effective marketing. It helps build brand support and improve a company’s name. Recess’ CEO, Benjamin Witte, says they focus on earning media. They do this to be seen more without spending on ads5.

Porch is a great example. They shared their own research. This got them 188 news pieces. Their brand visibility and market position improved a lot because of this5. This shows the power of using data and making valuable content.

Home Depot saw big success during Halloween. Their 12-foot skeleton sculpture went viral. This made it their best season ever5. Earned media made the campaign stand out and drew more attention.

When a top model was interested in Simulate, they quickly sold out. This shows how fast and smart collaborations with influencers work in today’s digital world5.

Earned media’s effect is also clear when companies use fun ways to connect with people. For example, Burger King liked old tweets from big stars. This got everyone talking, showing a clever way to get noticed5.

Statistics say every dollar in earned media brings back $5.78. This proves how beneficial it is6.

Ahrefs’ Chief Marketing Officer appeared on 20 podcasts in 2019. This move improved the company’s visibility and how much people talk about it5.

For more on the impact and strategy of earned media, check out these sources on viral marketing phenomena and dynamic examples of earned media7.

Earned media is not just about ads. It builds real connections with people. Using social mentions and customer reviews makes it stay important in our digital world7.

How Social Media Buzz Fuels Earned Media Success

In the fast-paced world of digital marketing, the link between social media buzz and earned media is a key tactic. It helps boost a brand’s presence. Social platforms not only boost visibility but also support content creation by users. This quickly shines the spotlight on brands.

Harnessing the Viral Potential of Social Shares and Likes

What’s amazing about social media is how it can make simple things go viral. Take Oreo’s post during the Super Bowl blackout as an example. It reached millions, improving their brand recognition and engaging users worldwide. This shows how social media can magnify a brand’s voice and impact.

Case Studies: Going Viral and Gaining Coverage

MSCHF used Slack to recreate “The Office,” gaining a lot of attention. Steak-umm blended cultural commentary in their Twitter posts, standing out online. These cases demonstrate the power of originality and engagement in modern marketing. They show the key role of being real and interactive.

Using influencer marketing and timely news content can boost a brand’s image and reach significantly examples of earned media8. This includes sharing content timely, like on LinkedIn. It can make a brand more visible and trustworthy9.

Creating a strong community is also vital for brand success. This approach boosts the brand’s reach naturally. It also builds trust through real endorsements from users8.

The role of social media, user content, and earned media stays crucial in digital marketing. By using these aspects well, brands can appeal to today’s digital consumers. They can drive interest and sales, creating a strong online impact driving direct business opportunities9.

Public Relations: The Driving Force Behind Earned Media

Public relations play a key role in boosting a brand’s image through earned media. This happens when a brand gets talked about in the media for free. Through skillful press releases and influencer partnerships, PR builds a path that boosts brand recognition. It also helps the brand be seen as a leader in its field. Such an approach helps brands get noticed on search engines and win more free media mentions10.

Let’s look at how PR shines in getting media attention and boosting digital strategies. By making owned, earned, and paid media work together, a strong effect is created. This combo improves the overall well-being of a brand. Plus, the great content that PR creates helps brands capture the media’s attention, leading to more PR exposure.

Earned media, which PR makes happen, affects what people think about a brand. Almost all consumers trust online reviews like they trust a friend’s advice11. This shows why getting positive PR and media coverage can be a game-changer. It helps brands reach new people and look more trustworthy by showing the brand in a good light through external commendation11.

Dedicated PR work can give big results with little spending. Events like The Jurassic Encounter and press events for COVID-19 vaccinations in underserved places did much better than their paid ad counterparts. They reached more people and were more cost-effective12. These examples prove that smart PR can get a lot of media attention with just a small investment.

Let’s consider some stats to show the link between PR and media success:

PR ActivityOutcomeImpact
Press Release DistributionIncreased Brand VisibilityEnhances brand reputation and authority
Influencer PartnershipsBroader Organic ReachExpands audience and fosters trust
Strategic Content CreationMedia Mentions and SharesBoosts SEO and overall brand credibility

In the end, delving into earned media stands as proof that PR is more than just making the news. It’s about creating an impactful media presence. This influence resonates with the audience and sets the ground for ongoing brand success.

User-Generated Content: An Earned Media Goldmine

In today’s world, user-generated content (UGC) is super important. It affects how people see brands and how much they interact. People trust what their friends say more than ads. That’s why UGC is now key for getting the word out about brands. It works best in industries where connecting with customers is crucial.

Did you know? More than 80% of buyers say UGC really affects what they choose to buy13. Peer reviews matter a lot more than ads. And 75% of marketers agree that UGC makes brands seem more real and trustworthy13. The stories people share online build loyalty. They help others see the brand as genuine.

How Brands Encourage Customers to Share Their Experiences

Getting people to share their experiences is key. It’s not just about interest but also making sharing natural. Brands can let customers share on UGC platforms. This boosts interaction and builds a community feeling around the brand. It also keeps people on the brand’s site longer14.

Brands use things like hashtags to collect UGC. LaCroix’s #LiveLaCroix campaign is a great example. It encouraged users to post, filling social media with fun and relatable stories15.

Transforming Happy Customers into Brand Ambassadors

Happy customers do the best job of sharing their stories. Their experiences can bring in new customers. When regular people share, it’s often more powerful than what big influencers say. Local fans can engage people more than mega stars13. They keep it real.

Brands like GoPro use their fans’ videos to keep their image strong. Over 400 million views show the power of UGC15. Lululemon also does this well with #thesweatlife, making UGC easy to find and relate to15.

UGC is more than a marketing tool. It’s a way to make strong, lasting connections with customers. It turns them into active, trusted supporters. This strategy benefits both the brand and its fans in big ways.

Navigating Review Sites to Boost Earned Media Presence

Being a pro in maximizing earned media, I’ve seen how vital review sites are. They are a must-use tool today, with 87% of folks checking online reviews for local spots16. These sites not only affect what people buy but also help in building a good online image.

When people see good reviews, 31% will check out the business’ website. Another 28% will look for more reviews before deciding16. Good reviews lead more people to the website, showing the power of PR mentions and word-of-mouth marketing.

Answering customer questions or issues on review sites is a game-changer. A strong 59% of people feel better about brands that reply well online16. This not only makes customers happier but also builds a brand’s positive image for further word-of-mouth marketing.

Don’t just wait for reviews; seek them out. Ask your happy customers for feedback, keeping your service open and trustworthy. Also, include these reviews in your bigger PR plans. Doing this boosts their impact, adding to the trust from earned media.

Such a plan encourages more happy reviewers to talk about you online. This improves your page’s findability and appeal to new customers. The mix of review sites, great service, and smart PR builds a path for growing trust and attracting more people.

Influencer Endorsements: The New Era of Earned Media

In today’s digital marketing world, influencer endorsements are becoming key players in earned media. They stand out from traditional ads because they offer a more personal approach. When an influencer talks about a product, it’s more than just advertising. It’s like a friend’s recommendation that people trust and share with others without any extra effort. Hint Water is a great example. They worked with YouTube creators to get their product out there. This move not only increased their visibility but also made their brand seem more real through these genuine recommendations.

When we look at how influencer marketing performs, we often use a measure called Earned Media Value (EMV). Just think, a single post from a top influencer could get a brand over $500k in EMV. This shows how strong their influence and the audience’s reaction are17. Sites like Instagram and TikTok help measure this, which gives brands clues on how to improve their marketing efforts17.

A study from Nielsen tells us that earned media is very trustworthy. In fact, 83% of the people they asked said they trust it more than traditional ads because it feels real18. As influencers share stuff that strikes a chord with their followers, it boosts the brand’s presence and encourages more sharing online. This keeps the message alive and strong, extending its reach far beyond the initial post18.

Thanks to influencer endorsements, a lot of buzz can be seen around products on social media. This buzz is not only noticeable on social sites but also in search engine results. It leads to more people coming across the brand naturally18. The reason why it works so well is that people trust influencers like friends. This trust is usually hard to build with direct ads19.

Let’s look at an example. Imagine an influencer with many followers doing a post about a product. This would not only raise their EMV significantly but also set a high standard for the brand’s future marketing moves. It clearly shows the big impact of working with influencers17.

The mix of strong analytics and real endorsements makes for a powerful marketing strategy. Companies can do very well by choosing the right influencers and focusing on honest connections. These steps can greatly improve a brand’s standing in the market and how people react to them by using effective earned media methods19.

PR Mentions: Crafting Stories That Resonate With the Media

Getting good PR mentions is key. We do this by telling stories that catch media’s eye and show our brand’s true self. By focusing on what sets us apart, like new campaigns or great results, we get more media attention20.

Take the Dove Real Beauty Sketches, for example. It was a hit with the media because it touched people emotionally. It got lots of coverage by big names like The Huffington Post20. The IBM Watson campaign also did well. Its use of AI drew in both tech lovers and big news outlets like The New York Times20.

I aim to use these successes to fuel our own work. By working closely with journalists, our stories keep popping up in positive ways. With ad overload today, giving journalists fresh, interesting stories not only makes their job easier but it also meets their need for new and engaging content21.

Learning from these, I see how building strong ties with the media is vital. Be it through timely news, special insights, or great ideas, connecting with them is key. Plus, knowing that many people choose brands that share their values helps shape our stories. This makes them not just heard but truly connect with our audience21.

Focusing on preparation and presenting stories that really matter has helped us a lot. We use these strategies, be it for big PR events or regular check-ins on our media presence. This keeps us leading in our sector22.

The table below shows how this approach boosts our brand, from more visibility to happier employees:

Social Media Presence15%45%
Media Mentions20 articles75 articles
Website Traffic5K visitors25K visitors
Sales200 units1000 units
Employee Satisfaction70%90%

Our proactive, targeted strategy is not only about managing risks. It also boosts good results, growing our impact and trust with the public through genuine, powerful stories.

Determining the Business Impact of Earned Media Exposure

Marketing is always changing. Now, earned media is a key way to boost your brand. It includes social media, influencer love, and your fans talking about you. For modern brands, it’s crucial for standing out. Finding the right mix of measures shows how these tactics work for real.

Metrics and Analysis: Understanding Earned Media Value

To see how well earned media works, we look at specific numbers. Tools like Google Analytics and advice from Camille Rollason at Cision help a lot23. They make it easier to understand how media affects your brand. This is where EMV, a key measure, steps in. It shows how well your media use helps your brand stand out24.

Using data and figures, we can see the instant results of our ads through CP25M and impressions. This makes us more responsible and smart in planning our next moves. It’s not just about looking at numbers, though. Also looking at how people engage with your content tells a lot about its real value24.

Real-World Growth Stemming from Earned Media Achievements

Real progress happens when brands use all kinds of earned media well. Take Dunkin’s TikTok campaign for instance. It got over 4 billion views. This shows the big impact of using media smartly25. Tools like GRIN let brands see real results from their media efforts. This includes more leads and a better position in the market24.

Looking at earned media in a wide way helps brands see the full benefits. It’s not just about the numbers, but also about what customers feel. The goal is real and honest connections with people. Earned media plays a huge part in telling your brand’s story and making customers really engage with it.


In the world of marketing, earned media shines as a key player in making brands stand out. It includes getting media buzz, support from influencers, and posts from users. Also, the buzz on social media plays a big part. This kind of media helps build trust with consumers. It shows that when people really engage with a brand, it’s like a stamp of approval.

Insightful pieces like “What is Earned Media?” point out how big earned media is in grabbing the attention of US consumers to new brands26. When people see content made by other users or hear good things from friends, it makes a big impact. This has led to increased brand awareness and more people buying from these brands27. Good feedback on sites like Yelp or TripAdvisor really shows the power of earned media in the digital marketing world27.

Also, marketing experts, as discussed in “The Importance of Earned Media in Your Digital Marketing,” point out its key benefits. Earned media is great because it’s flexible and cost-effective. It can increase website visits and sales. But, the real treasure is the trust it builds with people, also known as social proof28.

Using good SEO and spreading your content well, you reach more people effectively. This mixture helps in getting the brand’s message across to the right people. Earned media offers a unique chance for brands today. It lets them connect in a real way with their audience. This connection is what can really make a brand thrive in today’s competitive market.


What are some examples of earned media?

Earned media covers things like news from viral ads, customer reviews, and social media. It includes word-of-mouth and influential people supporting a brand online. Also, it’s the talk on review sites and the news or magazines mentioning a company.

Why is earned media considered superior to paid advertising?

Earned media is trusted more because it’s from independent sources or real customers. People believe their friends or trusted reviewers over ads. This trust makes it more powerful compared to ads that companies pay for.

How can brands increase their earned media coverage?

Brands can up their earned media by making content people want to share. They should encourage happy customers to spread the word. Using social media well, creating influencer connections, and having a strong PR plan also help a lot.

Can social media buzz significantly impact a brand’s earned media success?

Yes, social media buzz can help a lot. It’s a fast way to share content widely. When people like what they see, it can get a lot of attention from the media.

What role does public relations play in acquiring earned media?

Public relations or PR links brands with the media. They tell interesting brand stories, set up events, and talk to reporters. This helps a brand get positive attention in the news and media.

How can user-generated content contribute to a brand’s earned media?

User content gives honest reviews from real customers. When companies motivate customers to write about their good experiences, it builds trust. This turns customers into cheerleaders, which spreads good things about the brand.

What is the importance of review sites in earned media strategy?

Review sites are key because they collect customer feedback. Good reviews boost a brand’s image and act as valuable, unpaid endorsements. They are a type of earned media brands should focus on.

How do influencer endorsements fit into an earned media strategy?

Influencers, when sharing real opinions that match their audience, are a strong force in earned media. They increase a brand’s visibility and credibility with their followers. This genuine support is very impactful.

How do brands measure the impact of earned media?

Brands check the effect of earned media by analyzing social media actions, public feelings in online mentions, how far the news spreads, how often they’re covered, and any sales or market changes that follow.

What are the tangible benefits of focusing on earned media strategies?

Putting effort into earned media brings more reputation, trust, and better relationships with customers. It often costs less and brings more sales than paying for ads. Overall, it helps a brand become more successful.

Source Links

  1. What Is Earned Media? Definition, Benefits, Campaign Examples – Prowly Blog – https://prowly.com/magazine/earned-media/
  2. Paid, Owned & Earned Media Examples [+ How To Use Each] – https://referralrock.com/blog/paid-owned-earned-media/
  3. What Is Earned Media? | Cision – https://www.cision.com/resources/articles/what-is-earned-media-definitions-examples-benefits/
  4. Exploring The Potentiality Of Earned Media In Digital Marketing: Real-Life Examples | Sun Media Marketing – https://www.sunmediamarketing.com/digital-marketing/example-of-earned-media-in-digital-marketing/
  5. 10 Earned Media Examples to Inspire Your Marketing | Built In – https://builtin.com/articles/earned-media-viral-marketing-examples
  6. Earned Media Examples – https://www.channelsight.com/blog/earned-media-examples
  7. Earned Media, Explained in 400 Words or Less [Examples] – https://blog.hubspot.com/marketing/what-is-earned-media-faqs
  8. The Definitive Guide to Earned Media: What It Is and How to Get It – https://growsurf.com/blog/earned-media
  9. Council Post: Why Earned Media Is The Force Multiplier For Sales And Marketing – https://www.forbes.com/sites/forbescommunicationscouncil/2024/05/06/why-earned-media-is-the-force-multiplier-for-sales-and-marketing/
  10. What Is Earned Media, Owned Media & Paid Media? Examples – https://www.titangrowth.com/what-is-earned-owned-paid-media-the-difference-explained/
  11. The Power of Earned Media and How To Get It – Otter PR – https://otterpr.com/earned-media/
  12. The Power of Public Relations: How does earned media really work? – https://www.linkedin.com/pulse/power-public-relations-how-does-earned-media-really-work-shirley
  13. User-Generated Content: Goldmine In Social Media Aggregation – https://tagembed.com/blog/user-generated-content-goldmine-in-social-media-aggregation/
  14. How to Leverage User-Generated Content in Your Marketing Strategy – https://blog.hubspot.com/marketing/how-to-leverage-user-generated-content
  15. What is User-Generated Content? And Why is it Important? – https://blog.hootsuite.com/user-generated-content-ugc/
  16. What is earned media? 5 Tips for a successful earned media strategy – https://sproutsocial.com/insights/earned-media-strategy/
  17. Maximize Your Marketing with Earned Media Value (EMV) | Comprehensive Guide – https://creatoriq.com/blog/earned-media-value-emv
  18. What Is Earned Media? (And How To Generate It) – https://foundationinc.co/learn/earned-media/
  19. What is Paid Owned and Earned Media? | Digivizer – https://digivizer.com/blog/paid-owned-earned-media/
  20. Earned Media Relations: The Ultimate Guide to Storytelling  – https://www.britopian.com/content/earned-media-relations/
  21. The Art of Brand Storytelling in PR | Cision – https://www.cision.com/resources/articles/art-of-brand-storytelling-in-pr/
  22. PR as a Marketing Tool: Step-By-Step Guide to Making Your Brand Stand Out – https://eightception.com/public-relations-for-marketing/
  23. Beyond AVE: 5 Ways to Measure the Impact of Earned Media | Cision – https://www.cision.com/resources/articles/beyond-ave-measure-impact-earned-media/
  24. How to measure earned media value? | Brand24 – https://brand24.com/blog/earned-media-value/
  25. Earned Media Value & How to Calculate It in 2023 | GRIN – https://grin.co/blog/quick-guide-to-earned-media-value/
  26. What is earned media? Strategy and examples – https://awware.co/blog/what-is-earned-media/
  27. 9 Examples of Earned Media What is Earned Media and Why PR Should Be Monitoring it | Burrelles – https://burrelles.com/9-examples-of-earned-media/
  28. The Importance Of Earned Media In a Digital Marketing Strategy – https://divvyhq.com/content-marketing/the-importance-of-earned-media-in-your-digital-marketing-strategy/

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