MINTED
MEDIA CAMPAIGN: THE PERFECT PROPOSAL
How do Americans really feel about marriage proposals and engagement traditions today? We worked with Minted to explore the topic as part of a research-led earned media campaign.
Data-driven Media Campaign
Working with our in-house OnePoll research team, we conducted a survey for Minted with 500 Gen Z, 500 millennials, 500 Gen X and 500 baby boomers who are in serious relationships, engaged or married.
We asked respondents about their attitudes towards engagement rings, where and when a proposal should take place, and how long is long enough before announcing your engagement.
66% of respondents said they would be interested in giving or receiving an engagement ring that doesn’t feature a diamond. The data also revealed interesting generational splits – the younger generations are most open to alternate rings — 74 percent of both Gen Z and millennials are open to it, while only half of baby boomers agree. The statistic that “one in five millennials would be open to tying the knot permanently with a tattoo ring” formed the lead to our data-driven news story.
The breadth of data gathered from the research provided further insights and angles for the story – more than half of respondents said the most important parts of the proposal are the personal touches and thoughtfulness. Traditions like getting down on one knee (51%) and asking their partner’s parents for permission (34%) are still important to respondents no matter their age. The research also revealed that two in five respondents (21%) waited less than 15 minutes before telling the first person about their engagement.
Results
The client-approved news copy and graphics were distributed to the media, achieving coverage across high-ranking news and consumer sites. In excess of 120 pieces of coverage, 16.1 million estimated coverage views and backlinks from eleven digital articles to a Minted Weddings landing page.
Coverage Highlights
Interested in conducting research and creating unique stories and content for your brand or client? Our survey-led news stories deliver extensive earned media coverage, with guaranteed results. Let’s talk.