Planning Casebook

Fish, Sam
June 2009
Media Week;6/2/2009, Issue 1211, p17
Trade Publication
The author discusses the strategy used by Zed Media staff to increase quotes and raise brand awareness by attracting users to the Web site Comparethemeerkat.com using the character Aleksandr the Meerkat. She states the move of Zed Media to use research which cited YouTube and Facebook as the two channels of social media intended for target audience. She notes the approach taken to maximise Zed Media's activity online by connecting from sites such as Facebook, YouTube and Twitter to Comparethemeerkat.com.


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