Suggested Campaign Structures

By Derek Sturman

Looking to start your first campaign?

If you’re like a lot of our users, you may not be totally sure exactly what kind of campaign you should be creating for yourself.

We put together this guide to help you decide on a campaign structure for your specific goals.

The use cases we’ve included are:

  1. A campaign that promotes a project 
  2. A campaign that expands online visibility through SEO
  3. A campaign geared towards an O-1 or EB-1 visa application

Keep in mind that these suggestions are just that – suggestions – and that you may want to tweak your campaign to meet your specific needs and goals!

Promoting a project or personality

Promo Panda campaign can help you promote a specific upcoming or ongoing project.

When promoting specific projects, it can be helpful to have an overall mix of placement types.

This way, you’re reaching audiences through various formats.

prospective campaign for this purpose can include:

  • 2 Interviews
  • 2 Features
  • 1 Mention

Expanding online visibility through SEO

If you’re just going for clicks and impressions, we suggest that your campaigns primarily include mentions.

Despite their brevity, mentions might actually be the best way to reach audiences over time.

Since mentions cost less than other placement types, it may make sense to prioritize a campaign if it’s comprised entirely of mentions. This helps ensure that you start experiencing SEO benefits ASAP!

Applying for O-1 or EB-1 visas

For some of you, your main interest in getting online media coverage may have to do with an O-1 or EB-1 visa application.

Fun fact: Promo Panda actually started as a PR firm dedicated to serving applicants of these visas!

If you’re applying for an O-1 or EB-1 visa, you’ll want to steer clear of the Mentions placement type. 

Instead, stick ONLY to interviews and features!

Since mentions are brief and aren’t solely about you, immigration attorneys tend to find them less effective compared to interviews and features when it comes to demonstrating extraordinary ability.

If you’re applying EB-1, you may want to think about including upgraded features that publish to outlets with significant readership (e.g. 100k+ UVPM).

If you’re applying for O-1 or EB-1 visa types and have no preexisting media coverage, here are some suggested campaign structures:


  • 2 Features
  • 2 Interviews


  • 3 Upgraded Features
  • 1 Interview (optional)