Metricool, a fast-growing social media management platform, came to BAM with a challenge: break into top-tier U.S. media using limited, but compelling, data. The goal? Find creative, timely angles that resonate with marketers, brands, and cultural trend watchers.
Here’s how we got it done:
BAM identified real-time cultural flashpoints—where internet trends, influencers, and brand conversations came together—and built media stories around them. Even without access to TikTok or full listening tools, we leaned into agility, cultural fluency, and sharp insights that helped journalists deepen their analysis on what’s happening vs. just stating what’s going on.
Our strategy relied on perspective and speed. One example came during the Big Game. Knowing that traditional game analysis like the top-performing ads based on social buzz would flood inboxes, we zoomed in on an overlooked angle that other companies weren’t providing: how influencers shaped brand performance. Poppi’s first-ever ad for the 2025 game was heavily tied to Alix Earle and Jack Shane, which became the focal point of our pitch and data references.
When Duolingo’s viral “owl death” stunt took off on TikTok, we knew TikTok data wasn’t available. We quickly pivoted to analyzing Instagram engagement, where brands had started repurposing their TikTok videos related to the meme. At the time, most media coverage focused solely on the stunt itself, without offering any real analysis. That’s where we stepped in.
We paired Metricool’s Instagram data with sharp commentary on why the campaign worked. Duolingo was the centerpiece of the trend, but the brand was actively fueling the conversation by engaging in the comments and interacting with other brands' content. This approach reframed the meme moment as a smart, strategic marketing win, showing how Duolingo extended the life of the trend and kept itself at the center of the conversation.
Our approach paid off. Fast Company ran a piece on Metricool’s Big Game insights for social media managers. Marketing Brew spotlighted the Duolingo campaign with Metricool’s commentary on what lessons can be learned for marketers. And the wins didn’t stop there: Metricool has been featured in Business Insider, Vogue Business, and more for other cultural moments.
Whether it's a major sporting event, a viral meme, or a pop culture moment, the right narrative—delivered at the right time—can turn limited resources into standout media wins, even in crowded spaces. Success isn’t about having the most data, but about spotting narrative gaps and using strategic insights to tell a compelling, newsworthy story.