After spending its first two years building the company and
acquiring an active and enthusiastic user base, Photobucket
enlisted Atomic PR to put it on the map with a broader base
of consumers, financial and investment communities, and potential
partners. Photobucket had a 'shark under the water' story in
that it served almost 2/3 of all images and videos to social
networking websites, yet was relatively unknown outside its
core users. The challenge was to drive awareness of Photobucket
as a force in social media, and to position the company more
broadly than as an entity fueled by, and dependent on, MySpace
— while also communicating the company's value to MySpace,
and leveraging its popularity among the MySpace demographic.
ComContext™ analysis established starting baselines identifying
the topical lines most likely to help Photobucket reach the
top tier of media. Following the analysis, Atomic's insights
fueled a powerful strategy that set the stage for Photobucket
splashing onto the media scene in April, followed by sustained
increasing media traction over the course of the next year.
Results
- The Atomic program increased Photobucket's coverage over
300% in the first 60 days of engagement.
- 750 hits since April 1, 2006 across consumer, advertising,
technology financial and investment media — all key coverage
targets as articulated by Photobucket prior to engagement
- Now recognized across the media as the world's largest
photo and video hosting website
- Dramatic increase in media presence for CEO and founder
Alex Welch frequently quoted as a thought leader in top-tier
press
- User growth from 10M at program start to 38M by March
2007
- Photobucket acquired by MySpace in June 2007
© Atomic Communications, LLC
