Seekr

Because Transparency Matters

Fewer slanted opinions. Fewer hidden agendas. More credible coverage. That’s Seekr’s goal—to settle the score against media bias.

Using a proprietary algorithm based on key journalistic principles, Seekr rates news and search results for subjectivity, clickbait, exaggeration, and more, creating a comprehensive Seekr Score that allows readers to “know before the click” on content sans credibility.

Role and Results

In launching Seekr’s digital presence, I played a pivotal role in developing the brand’s content and messaging strategy within its unique brand voice, one that toed the line between authoritative and playful.

The approach led to nuanced messaging across social media, digital advertising, influencer activations, podcast partnerships, and email, targeting those who knew they wanted more credible coverage as well as those who didn’t even know they needed it.

Messaging Strategy

Seekr’s message was simple—transparency matters. However, that message becomes nuanced depending on who you’re talking to and what they already know. I knew it was important to focus on two key areas.

  1. Teaching people why transparency matters

  2. Teaching people how Seekr leads to more transparent coverage

 
 

I Am Seeking…

First, it was important to show others acknowledging the issue with today’s media. By positioning this message as if its coming from other like-minded peers, Seekr set the stage to be able to explain how Seekr works while also fielding user-generated content on social media from others who felt the same way.

 
 

Media Literacy, Defined

Next, it was important to teach people the components necessary to achieve journalistic integrity. It’s these very same components that go into Seekr’s proprietary algorithm, determining the scores for news and search results.

 
 

Timely and Topical

Leaning into trending current events led to opportunities to demonstrate how Seekr works, highlighting the Seekr Score in content and ads about topics people may be searching for or discussing.

 
 

Meet the Seekrs

Flipping the brand name onto its users, it was necessary to demonstrate the types of people who can use Seekr to better their lives. Using words that end in “er” and adopting the Seekr spelling allowed for a range of different use cases for the audience.

 
 

Seekr: Meme’d

A digital brand needs to keep its finger on the pulse of digital culture. Demonstrating that through the use of trending memes allowed opportunities to convey Seekr’s brand message while driving engagement and affinity.