Reactive PR Campaign
Yugo - Reactive PR for Gen Z Side Hustles
How a single reactive campaign within Tribera's always-on Yugo digital PR programme generated 202 pieces of coverage in just three weeks, tapping into Gen Z side hustle culture.
BACKGROUND
Tribera runs an always-on digital PR retainer for Yugo, working to build awareness in a crowded market against other accommodation providers, university halls and private rentals.
CLIENT CHALLENGE
Yugo needed to break through earlier in student decision-making, when Gen Z students are overwhelmed by choice and often unaware of the brand, and to do it cost-effectively.
TRIBERA'S SOLUTION
We spotted a sharp rise in searches around "side hustles" alongside growing financial pressure on students, and built a hero campaign, "The Rise of Duvetpreneurs? 7 Gen Z-Approved Side Hustles You Can Do From Bed," responding to UK tax changes that made it easier to earn extra income. We pitched it to lifestyle, education, money-saving and teen media in a tone that actually sounded like Gen Z.
THE RESULTS
Over three weeks, the campaign delivered 202 pieces of coverage across national, regional, lifestyle and teen-focused titles including MSN, Yahoo and the Telegraph, generating 204 backlinks at an average Domain Authority of 55.