72Point has introduced a new Social Formats offering in partnership with sister agency Creatorville, aimed at helping brands extend PR-led campaigns into social-first video content designed to sustain attention beyond initial media coverage.
The launch formalises work already emerging across the group, combining 72Point’s newsroom-style PR and distribution know-how with Creatorville’s experience in developing social storytelling formats. The approach is intended to help campaigns live longer across platforms, publisher ecosystems and wider cultural conversation.
At the centre of the offer is a format-led approach designed to translate PR ideas into content built for social distribution. The Spotlight format is positioned as a fast-turnaround format for launches, events and reactive moments, while Street Smarts focuses on street interviews and public reaction. Explained turns data and insight into explainer-led social content, and Open Door centres on personal storytelling and lived experience. Creatorville will also develop bespoke multi-episode social series for brands seeking longer-term engagement and recurring audience touchpoints.
Jon Eastman, creative director at Creatorville (pictured), said: “Social formats give the best PR ideas a longer life. Instead of ending when the first wave of coverage lands, a strong campaign can become social content people want to watch, share and come back to. Brands need content that feels native to feeds but still carries the strength of a genuinely good story.”
Katie Earlam, managing director at 72Point, said the approach reflects how brands now need ideas to perform across multiple environments rather than a single media moment. “PR has always been about creating stories that travel. Social Formats gives clients a way to extend campaign ideas beyond a single media moment and build attention in formats designed for how stories move today.”
