How Indigo Upgraded Its Media Monitoring with Cision
See how Indigo uses Cision to streamline media monitoring and balance both day-to-day PR activities – from specific campaigns or programs to important events like the opening of a new location.
Challenge
Indigo has expanded significantly in terms of the product categories it carries – from books to wellness products, beautiful gifts, STEM items, and educational toys. That means competing for media attention alongside department stores and other lifestyle retailers.
Solution
Indigo uses Cision to support both day-to-day PR activities and larger campaigns – monitoring coverage across outlets, tracking mentions, and keeping pace with a growing product portfolio.
Results
With Cision, the Indigo team can monitor which outlets are featuring them across day-to-day coverage and wider campaigns, giving them the visibility they need to compete in an increasingly crowded retail media landscape.
About Indigo
Managing media relations across a growing retail brand
“Part of the magic of Indigo is the depth of books, toys, and gifts we offer our customers, and from a media relations perspective, it means a lot of incredible, earned coverage that we are managing internally.”
Using Cision to support PR strategy and execution
With Cision, the team can tag coverage by campaign – store openings, holiday campaigns, and more – and track performance accordingly. The platform also gives them visibility behind paywalls, ensuring they have a complete view of their earned media. The team can search, organize, and plan more effectively using the platform.
According to Madison Downey, Public Relations Coordinator at Indigo, one of the most valuable features for the team is Tags, which help organize coverage across campaigns and product categories.
The resulting data can be incorporated into reports and charts, helping the team track changes in impressions over time, identify trends, and measure performance both individually and across the business.
“Being able to group coverage by category and then search our news for those specific tags at any point is extremely helpful. Indigo has a number of different product categories so this helps us separate them and measure them both individually and as a whole.”
Media interest in the moments that matter
“While we are constantly working with media throughout the year, the holidays are a great example where our products are featured in a lot of outlets. We measure not only if we are featured, but how many of our products are and from which categories. This helps us evaluate what media, and consumers, are interested in.”
“If we were only able to use search I don’t think we’d be as effective in tracking. Cision does a really good job of showing what is actually Indigo coverage that pertains to our company, as well as allowing us to view the entire piece.”
“It just gives you the ability to find everything you need. Having a relatively straightforward platform for the work we do is a huge bonus.”
Ready to bring it all together?
Talk to one of our experts to see how Cision can support your communications workflow.
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