With a wealth of global data – split by sector, gender and age – to draw from, The Tonic launched the overarching study findings and report, with a hard-hitting, news-grabbing story – highlighting how deskless workers in the UK were facing a fragmented reality of high pressure, understaffing, stressful working and a lack of appreciation.
Amidst a hugely competitive COVID landscape, the story findings piqued the interest of national media including PA News, the Independent and TalkRadio – with Quinyx’s HR lead joining the radio station’s breakfast show to discuss the findings.
To maximise the value of the study outcomes and to ensure the international PR campaign activity had longevity past the initial launch phase, The Tonic proposed, created and executed a drip-feed of monthly reports and news. This included tailored healthcare PR activity to coincide with Carer’s Week.
The State of the Deskless Workforce campaign resulted in 41 pieces of coverage being secured in 2021, spanning healthcare, hospitality, logistics, retail, shipping, HR, regional and national press. Together, they resulted in a reach of over 89million and a cost per mille of just 13p.
Chris Kelly, Marketing Manager for Quinyx UK, said:
“The Tonic team identified the best route forward for the UK PR efforts, ensuring we got the best value and return from the study findings.
“A very strong launch stage, followed by the continual breaking of news, meant we could have the impact we needed at the start while focusing attention on drilling down into the data and identifying the most compelling statistics for our target sector press and audiences.”