12 Unconventional Media Channels that Delivered Surprising Results
Discover the power of unconventional media channels in delivering surprising results for your marketing campaigns. This article delves into 12 unique strategies that have proven effective, backed by insights from industry experts. From DOOH and mobile retargeting to leveraging Discord gaming communities, these innovative approaches offer fresh perspectives on reaching and engaging your target audience.
- DOOH and Mobile Retargeting Reshape Campaign Strategy
- HARO Transforms Media Relations Approach
- Discord Gaming Community Boosts Health Awareness
- Facebook Groups Spark Hyperlocal Health Dialogues
- Reddit Engagement Leads to Unexpected Media Coverage
- Local TV Outperforms Regional Newspaper Feature
- Slack Communities Yield High-Intent PR Leads
- Interactive Audio Newsletters Bypass Editorial Filters
- LinkedIn Stories Showcase Franchisee Success
- Newsletter Becomes Primary Media Channel
- Instagram Polls Drive Product Development Success
- Niche Podcasts Create Meaningful Business Opportunities
DOOH and Mobile Retargeting Reshape Campaign Strategy
Hi,
I am Maksym Zakharko (Chief Marketing Officer / Marketing Consultant), an expert in media buying, user acquisition, and team leadership. I am a published author, industry speaker, podcaster, and judge. I hold over 170 certifications, an MBA, and have more than 10 years of experience in digital marketing. For more information about me, please visit:
https://www.linkedin.com/in/maksymzakharko/
https://maksymzakharko.com
https://maksymzakharko.com/certifications/
My Answer:
In my experience, one of the most unconventional media channels I've leveraged was digital out-of-home (DOOH) combined with mobile retargeting, which completely reshaped how I thought about media relations and campaign storytelling.
I worked on a campaign in Warsaw for a luxury watch brand, Longines, where we used our own DOOH screen in a high-traffic location. Traditionally, I would have relied heavily on lifestyle publications, fashion press, and influencer placements to tell the story of a heritage brand like this. Instead, we flipped the strategy: the DOOH placement became the anchor of the campaign, and we extended its impact by retargeting people on mobile devices after they had physically passed the screen.
The surprising result was that the OOH placement itself generated buzz—we noticed local media and bloggers referencing the striking creative in coverage without a traditional press push. Paired with the mobile layer, we were able to track engagement in a way that felt closer to digital performance campaigns.
This challenged my usual media relations approach because it blurred the lines: instead of pitching journalists to amplify the brand, the creative itself became a story worth covering, amplified by how innovative the format was. It taught me that unconventional channels can spark earned media if they're bold and relevant enough, and that sometimes the best way to secure coverage is by doing something journalists themselves want to talk about.
HARO Transforms Media Relations Approach
One unconventional media channel that provided surprising results: HARO (Help a Reporter Out)
As the CEO of DataNumen, a data recovery software company, I discovered that HARO was an incredibly unconventional yet effective media channel that completely transformed our approach to media relations.
Unlike traditional PR outreach where we would pitch our company directly to journalists, HARO flipped the script entirely. Instead of selling our software, we positioned ourselves as technical experts ready to help reporters understand complex data recovery scenarios, cybersecurity incidents, and digital forensics cases.
By consistently responding to HARO queries with our specialized knowledge in data recovery—whether it was explaining how ransomware affects file systems, what happens during hard drive failures, or best practices for preventing data loss—we gained significant media exposure across major publications we never could have reached through conventional PR methods.
This approach challenged our traditional media strategy in several key ways:
1. Value-first approach: Rather than leading with product features, we led with expertise and genuine help for journalists covering data-related stories.
2. Reactive vs. proactive: Instead of creating our own news angles, we responded to existing news cycles and trending topics where our expertise was genuinely needed.
3. Relationship building: We built authentic relationships with journalists by being a reliable, knowledgeable source rather than just another company seeking coverage.
The results were remarkable—we secured features in publications that had never responded to our traditional pitches, established ourselves as go-to experts for data recovery stories, and generated high-quality backlinks and brand awareness that directly contributed to our business growth.
HARO taught us that sometimes the most effective media strategy isn't about promoting yourself—it's about genuinely helping others tell better stories.
Discord Gaming Community Boosts Health Awareness
We once partnered with a local gaming community on Discord to launch a health awareness campaign. The idea initially seemed outside the scope of traditional media outreach, which usually revolved around newspapers, broadcast, and health blogs. However, this channel gave us direct access to a younger demographic that rarely engaged with conventional health messaging. By integrating short Q&A sessions with physicians into live gaming streams and using gamified health challenges, we generated higher engagement than expected.
The surprising result was not just in numbers but in tone. Conversations were informal, often filled with humor, yet participants absorbed key takeaways more readily than they would in a formal setting. This experience shifted our strategy by showing that authority does not always need to speak from a podium. Sometimes embedding expertise within a community's natural flow of communication creates trust more quickly than traditional media placements ever could.
Facebook Groups Spark Hyperlocal Health Dialogues
Community Facebook groups turned out to be one of the most effective and unconventional channels. Unlike traditional press outlets or even company-managed social media, these groups offered an immediate way to address local health concerns and share practical resources directly with residents. A post about hydration tips during a heatwave or a simple clarification on urgent care versus emergency room visits often sparked long threads of conversation, which in turn built trust and visibility in a way no formal campaign could replicate. The experience reshaped our media strategy by highlighting the value of hyperlocal dialogue over broad, top-down messaging. It also required adjusting tone, since success depended on sounding like a trusted neighbor rather than an institution. The results were measurable in increased inquiries from those communities, showing that grassroots digital spaces can rival mainstream coverage when credibility and connection are the goals.
Reddit Engagement Leads to Unexpected Media Coverage
Reddit: The initial impression of Reddit may seem absurd, yet we worked with a mental wellness client who had a scientific product that journalists refused to cover due to its lack of appeal. The team integrated their story into actual subreddit discussions through authentic AMA-style posts and real community engagement. The campaign generated more than 10,000 visitors to their landing page during its first two weeks and led to a podcast interview on a specialized health show, which eventually received mainstream media coverage. This experience transformed my perspective about media outreach because authentic discussions in unexpected spaces can produce superior coverage compared to traditional PR methods.
Local TV Outperforms Regional Newspaper Feature
We experimented with local government access television, a channel often overlooked in favor of digital or mainstream press. Running a short segment on how municipalities could secure FEMA grants generated more inbound calls than a regional newspaper feature released the same month. The surprising effectiveness came from the hyper-targeted audience: city officials, county staff, and community leaders who regularly watched these broadcasts for civic updates.
The experience challenged our traditional media strategy, which prioritized broader outlets for visibility. It demonstrated that niche channels with smaller but highly relevant audiences can deliver a higher return on effort. Since then, we have built media plans that balance reach with precision, recognizing that the right 500 viewers can drive more meaningful outcomes than 50,000 passive impressions.
Slack Communities Yield High-Intent PR Leads
I've come from looking beyond the usual media outreach and diving into private Slack communities. A client once added me to an invite-only group for startup comms leads, and it felt like crowded into a marketplace. In channels like #agency-referrals and #crisis-help, people were posting things like, "Know a PR team with fintech experience?" These were real, high-intent leads you'd never spot on LinkedIn or through a press list.
For me, I just shared quick tips, useful contacts, and dropped a Notion one-pager that auto-previewed like a mini case study. I also set up alerts so I'd get pinged whenever "PR help" or "launch" came up, which meant I could jump in fast. It changed how I think about media work like you don't always need a headline first. Sometimes the best opportunities are in those smaller, trusted spaces where people actually talk shop.
Interactive Audio Newsletters Bypass Editorial Filters
One unconventional media channel I leveraged with surprising results was a series of interactive audio newsletters distributed through LinkedIn and Clubhouse-style live sessions. Instead of relying solely on press releases or major publications, we invited industry experts to co-host short, live audio discussions while simultaneously sharing key insights via newsletters.
This approach challenged our traditional media strategy because it bypassed standard editorial filters and directly engaged our audience in a more conversational, real-time format. The results were striking: open and participation rates far exceeded typical email campaigns, and several niche industry blogs picked up our insights organically. It taught me that leaning into interactive, real-time channels can create trust, foster engagement, and amplify messages in ways conventional media alone rarely achieves.
LinkedIn Stories Showcase Franchisee Success
One unconventional media channel we leveraged at Franzy was LinkedIn Stories and short-form video content to showcase franchisee milestones and real-life success stories. While our initial strategy focused on press releases and traditional media outreach, experimenting with these formats gave us direct access to engaged prospects and allowed our messaging to reach potential franchise buyers in a more personal, authentic way.
The surprising result was the high engagement and inbound inquiries we received directly from these posts, which challenged the notion that traditional media was the only way to build credibility. It reinforced the value of creating shareable, people-focused content that resonates with the audience where they already spend time.
Newsletter Becomes Primary Media Channel
Our newsletter ended up being the most effective media channel - way better than pitching. Instead of chasing creators, we just built our own list and sent out PR packages directly. Brands now come to us because they see us featured weekly. It flipped the script - we became the media.
Instagram Polls Drive Product Development Success
Instagram Stories polls revealed unexpected insights about our audience's needs, which was reinforced when we discovered a user's makeshift PR planner through Reels content. This direct engagement with user-generated content represented a significant shift from our traditional one-way communication approach, prompting us to develop our "Quarterly PR & Visibility Planner" in response. The results were remarkable, with our B2B template sales increasing by 40% after implementation, demonstrating the power of social listening over conventional media relations tactics.
Niche Podcasts Create Meaningful Business Opportunities
"Chasing big headlines is overrated; it's the niche, highly engaged channels that often create the most meaningful impact."
One unconventional media channel we leaned into was niche industry podcasts. They don't always have massive audiences, but the listeners are hyper-engaged and exactly the kind of people we want to connect with. The surprising result was how quickly those conversations turned into trust and, in many cases, direct business opportunities. It challenged the traditional PR mindset of chasing the biggest headlines. Instead, we found that depth of engagement often beats breadth of exposure.
