Muller Light, one of the UK’s leading yogurt brands, wanted to commission a project exploring SAD and how music can impact your mood – with the aim to raise awareness about its range in Q1 of 2023.
Using expert insight, consumer research and creative design, the project landed widespread national and regional media coverage in the likes of the Daily Mail and Metro.
The Formula For A Happy Song
When you’re feeling the January blues it’s tempting to put on sad music and wallow – but science shows that listening to upbeat happy songs can trigger a dopamine release that lightens your mood.
With this in mind, Muller Light planned to team up with a leading music buff to reveal what the formula is to create a happy song – including everything from BPM to song structure.
The yoghurt maker planned to record their own track – ‘The Lighter Note’ – incorporating these elements to make the ultimate happy song. And for every stream of the track, they would donate £1 to a mental health charity.
The formula would also be used to discover what top 10 popular songs had previously incorporated these elements.
We were approached to review the newsworthiness of the planned activation and consider ways in which the project can be amplified in order to make a splash in the media.
51 pieces of coverage ✳︎
Scientific Research For the PR Campaign
To give the story maximum credibility, it was essential the Muller Light teamed up with a leading expert in their field to talk with authority about the subject matter.
The formula needed to be in-depth to ensure the project had a scientific stamp of approval, but also not so jargon heavy it deterred readers.
It was also suggested research of music lovers would build on the themes identified by the expert – this would explore what people considered to be the happiest song of all time to see if it aligned with the science.
This would also provide us with more information about the importance happy music plays in people’s day to day lives and how often people find themselves putting on a happy song to boost their mood.
The data from this research would also allow us to break it down by region to create an engaging infographic to allow readers to delve further into the findings from their part of the world.
51
Pieces of coverage
28
Top tier coverage
Media Coverage
The campaign landed 51 pieces of coverage – 28 of which were top tier. This included 33 links to the track Muller Light produced on Soundcloud.
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