Rent.com (eBay Inc.'s Internet listing site)

Reaching Potential Renters through Thought Leadership Programming

Challenge:

How can we convince media that an Internet listing site for rental properties has a story to tell in a home ownership-driven media market?

Creative Solution:

M Booth created a media category for Rent.com tapping into macroeconomic trends and highlighting the site’s proprietary data; M Booth also developed a consumer-facing expert, Rent.com President Peggy Alford, and redirected the media conversation by cultivating timely and unexpected stories.

 

Rent.com worked with M Booth to create an entirely new category of media coverage for Internet Listing Sites. The brand now owns 88 percent of all coverage in this niche.

Results

  • Six months prior to M Booth's PR activation, 24 collective ILS stories were written. One year later, M Booth secured 730 ILS stories featuring Rent.com alone.
  • M Booth has increased the brand's share-of-voice by 17 percent over the past six months.