The document discusses several award-winning PR campaigns:
1) Dumb Ways to Die (2013 Cannes PR Lion Grand Prix) - A song and music video campaign by McCann for Metro Trains Melbourne that aimed to reduce train accidents among youth. It received over 1 billion views and engagement on social media.
2) The Scarecrow (2014 Cannes PR Lion Grand Prix) - An animated film, game, and song by Edelman for Chipotle about food issues. It generated over 614 million media impressions and sparked discussions about food.
3) Like a Girl (2015 Cannes PR Lion Grand Prix) - A social experiment video by Leo Burnett for Always that aimed to
This document provides 16 practical tips for creating compelling presentations. The tips cover preparing by knowing the destination and solving problems, structuring the presentation like a story with a beginning, middle and end, using design elements consistently, interpreting data for the audience, and having a clear call to action. The tips encourage presenters to focus on the audience by adding value and addressing their concerns, and to connect emotionally by presenting with passion and letting their personality shine through.
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
This document discusses the concept of disruption in marketing. Disruption involves radically new ideas that help brands reach their vision faster, as opposed to convention which involves doing the same things repeatedly. The document provides examples of disruptive strategies used by companies like Apple, Adidas, Vinamilk and Best Carings that helped make their brands more inspiring and successful. These strategies established emotional connections with customers rather than just focusing on product features or promotions.
Learn how to apply the fundamentals of storytelling and their brand counterparts to your business strategy. Telling a story is the only effective way to connect your brand with consumers. Don’t fall into the trap of posting to social media as one-way dialogue or merely broadcasting promotions. Create compelling stories that hook your audience. This presentation goes through the fundamentals of storytelling and identifies brand parallels.
You can also watch the recording here: https://www.youtube.com/watch?v=qSDlAvDG4_0&feature=emb_logo
The Pitch Process: Turning client briefs into great ideas, then selling themBeyond
As clients have more customers, stakeholders and channels than ever, briefs are getting more confusing; lacking focus, strategy and asking for the "moon on a stick". As the agency, it's getting harder to know where to focus with our ideas and strategy, then sell it effectively. This presentation was originally delivered at Miami Ad School's New York campus as part of the "Industry Heroes" lecture series.
Planning Hype - Engineering hype before a product launchJulian Cole
1. The document discusses strategies for generating hype and interest for a product before its launch, known as "planning hype".
2. It identifies five key triggers that can be used to create planning hype: scarcity, signalling, credibility, curiosity gaps, and creating a sense of FOMO.
3. Examples are provided for each trigger, describing real campaigns that successfully used those techniques to generate excitement and demand for products before they were available.
The document provides a historical overview of developments in advertising and marketing from the late 19th century to the 2000s. It traces the evolution of key debates around hard vs soft sell approaches. It also highlights major innovations and changes in the field over time, such as the rise of mass marketing in the 1900-1940 period, the emergence of integrated marketing communications in the 1950s-1960s, and the adoption of relationship marketing, viral marketing, and the emphasis on brand and emotion from the 1980s onward. The document serves as a useful timeline of the changing philosophies, practices, and technologies that have shaped the advertising and marketing industries over the past century.
The document discusses account planning in marketing communications. Account planning involves managing the four Ms: the right market, motivation, message, and media. It focuses on deeply understanding consumers to ensure marketing communications have the right message for the target audience. The account planner acts as a representative for consumers within agencies. Their role is to research consumers and provide insights to help create effective and creative advertising.
This document provides 16 practical tips for creating compelling presentations. The tips cover preparing by knowing the destination and solving problems, structuring the presentation like a story with a beginning, middle and end, using design elements consistently, interpreting data for the audience, and having a clear call to action. The tips encourage presenters to focus on the audience by adding value and addressing their concerns, and to connect emotionally by presenting with passion and letting their personality shine through.
The slides from my inaugural creative brief writing workshop. Theory and practice. Attendees had to complete a brief prior to the session, and their work was used to illustrate best brief writing practice. More sessions to follow.
This document discusses the concept of disruption in marketing. Disruption involves radically new ideas that help brands reach their vision faster, as opposed to convention which involves doing the same things repeatedly. The document provides examples of disruptive strategies used by companies like Apple, Adidas, Vinamilk and Best Carings that helped make their brands more inspiring and successful. These strategies established emotional connections with customers rather than just focusing on product features or promotions.
Learn how to apply the fundamentals of storytelling and their brand counterparts to your business strategy. Telling a story is the only effective way to connect your brand with consumers. Don’t fall into the trap of posting to social media as one-way dialogue or merely broadcasting promotions. Create compelling stories that hook your audience. This presentation goes through the fundamentals of storytelling and identifies brand parallels.
You can also watch the recording here: https://www.youtube.com/watch?v=qSDlAvDG4_0&feature=emb_logo
The Pitch Process: Turning client briefs into great ideas, then selling themBeyond
As clients have more customers, stakeholders and channels than ever, briefs are getting more confusing; lacking focus, strategy and asking for the "moon on a stick". As the agency, it's getting harder to know where to focus with our ideas and strategy, then sell it effectively. This presentation was originally delivered at Miami Ad School's New York campus as part of the "Industry Heroes" lecture series.
Planning Hype - Engineering hype before a product launchJulian Cole
1. The document discusses strategies for generating hype and interest for a product before its launch, known as "planning hype".
2. It identifies five key triggers that can be used to create planning hype: scarcity, signalling, credibility, curiosity gaps, and creating a sense of FOMO.
3. Examples are provided for each trigger, describing real campaigns that successfully used those techniques to generate excitement and demand for products before they were available.
The document provides a historical overview of developments in advertising and marketing from the late 19th century to the 2000s. It traces the evolution of key debates around hard vs soft sell approaches. It also highlights major innovations and changes in the field over time, such as the rise of mass marketing in the 1900-1940 period, the emergence of integrated marketing communications in the 1950s-1960s, and the adoption of relationship marketing, viral marketing, and the emphasis on brand and emotion from the 1980s onward. The document serves as a useful timeline of the changing philosophies, practices, and technologies that have shaped the advertising and marketing industries over the past century.
The document discusses account planning in marketing communications. Account planning involves managing the four Ms: the right market, motivation, message, and media. It focuses on deeply understanding consumers to ensure marketing communications have the right message for the target audience. The account planner acts as a representative for consumers within agencies. Their role is to research consumers and provide insights to help create effective and creative advertising.
The document is a presentation on creative planning given by Leon Phang at Miami Ad School. It discusses how creative planning is important to combine creativity and strategy. Phang believes the key is to be both creatively inspiring and relevant/differentiating. The rest of the presentation will cover the "creative domain" and tools for filling it. Strategic planning is important to get the basics right and avoid teams getting lost in the process without proper planning.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
The document discusses how to approach big ideas in today's digital world. It advocates defining the creative brief, big idea, and engagement strategy in a more participatory way that considers how technologies and culture have changed. Specifically, it recommends:
1) Fueling the brief by understanding real problems and how audiences participate rather than just saying things at people.
2) Defining ideas as platforms that live on and are generous, multifaceted, responsive, and propagated rather than just TV campaigns.
3) Awesifying ideas by building ecosystems and engagement strategies tailored to cultural behaviors on channels like social networks, rather than just disrupting them.
4) Using the RISE framework to recruit,
Red Bull aims to expand into the older adult market by targeting middle-aged men and women experiencing midlife crises who lack motivation. It positions Red Bull as able to give them the focus and energy needed to pursue their deepest desires by getting their "balls back" and finding direction and internal change. Red Bull claims to increase performance, concentration, reaction speed, vigilance, and motivation, making people feel more energetic and improving their well-being.
The document outlines the evolution of creative briefs from old to new. Originally, creative briefs answered who the target audience was, what belief or benefit should be conveyed, and why through reasons and support. Now, creative briefs answer what the problem is, who is being marketed to, their current thoughts and behaviors, the desired new thoughts and behaviors, the idea to drive that change, the best ways to connect the idea to consumers, the desired tone, how to measure success, and deadlines. The brief ensures all teams are aligned on the campaign goals and strategy.
The value proposition canvas is a tool used to design, test, and build a company's value proposition in a structured way. It helps identify customer jobs, pains, and gains that the product or service can address. The canvas contains sections for products/services, pain relievers, and gain creators that deliver value to customers. It also considers competitors that may better address customer needs. The overall goal of the canvas is to achieve fit between what the company offers and what customers require.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Pitching your designs, ideas, media and marketing can be the culmination of all your hard work. It can also be the hardest part! Walk through this helpful guide for pitching your marketing campaigns and related initiatives.
This document outlines a branding and marketing strategy for Lifedots, a new app that helps users save and organize memories. The strategy aims to increase awareness of Lifedots by highlighting how important memories can get lost in growing social media feeds. It involves creating shareable social media content and posters that prompt users to reflect on losing memories and direct them to sign up for the upcoming Lifedots beta release. The strategy gives Lifedots a clear purpose and brand personality while targeting heavy social media users to build excitement around the new app.
This document discusses 8 ways that brands can inspire word-of-mouth conversation: 1) Make new rules, 2) Market a belief, 3) Create a sense of belonging, 4) Enable expression, 5) Create or curate culture, 6) Leverage tension, 7) Use scarcity, 8) Encourage play. It provides examples for each way and discusses when and how brands can implement these strategies to inspire consumers to talk about the brand.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
The document discusses how powerful brands are built on "ideals" or big ideas about how the world could be better. It provides examples of brand ideals for Coke, American Express, Google, and others. An ideal is a conception of something in its perfection. A brand's big idea or ideal should unite employees, stakeholders, partners, and consumers by tapping into cultural tensions while embodying the brand's core values. Brands with strong ideals have higher consideration from consumers and perform well even during economic downturns. Developing an authentic big ideal becomes more important for communicating a brand's values in today's complex communications environment.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
The document discusses different archetypes and how they may resonate with brands. It provides descriptions of 12 archetypes: Caregiver, Innocent, Explorer, Sage, Hero, Outlaw, Magician, Creator, Ruler, Jester, Regular Guy/Gal, and Lover. For each archetype, it outlines their core desire and fear, as well as when a brand may want to align with that particular archetype, such as when the product helps people feel free for the Explorer archetype. The document also provides brief summaries of what each archetype represents.
PR Casestudies Collection of PR Lions 2013Vikram Kharvi
The Dumb Ways to Die campaign by McCann Melbourne aimed to reduce train accidents among young people. They created an animated music video and song called "Dumb Ways to Die" that went viral with over 20 million views in its first week. The campaign far exceeded its goals, resulting in a 21% reduction in accidents compared to the previous year. The Adopt a Pothole campaign by Apollo Tyres and Publicis Gurgaon allowed citizens to "adopt" potholes on a website and get them fixed if they received enough social media support. Over 3,000 potholes were adopted and 21 were fixed for under $1,000, generating over 6,600 likes and media coverage. The Life
The document is a presentation on creative planning given by Leon Phang at Miami Ad School. It discusses how creative planning is important to combine creativity and strategy. Phang believes the key is to be both creatively inspiring and relevant/differentiating. The rest of the presentation will cover the "creative domain" and tools for filling it. Strategic planning is important to get the basics right and avoid teams getting lost in the process without proper planning.
Griffin Farley helps us understand all forms of strategic planning in advertising including Brand Planning, Account Planning, Media Planning, Connections Planning, Transmedia Planning and Propagation Planning. Griffin will also cover the deliverables for each form of planning and creative examples that have leveraged the various processes.
The document discusses how to approach big ideas in today's digital world. It advocates defining the creative brief, big idea, and engagement strategy in a more participatory way that considers how technologies and culture have changed. Specifically, it recommends:
1) Fueling the brief by understanding real problems and how audiences participate rather than just saying things at people.
2) Defining ideas as platforms that live on and are generous, multifaceted, responsive, and propagated rather than just TV campaigns.
3) Awesifying ideas by building ecosystems and engagement strategies tailored to cultural behaviors on channels like social networks, rather than just disrupting them.
4) Using the RISE framework to recruit,
Red Bull aims to expand into the older adult market by targeting middle-aged men and women experiencing midlife crises who lack motivation. It positions Red Bull as able to give them the focus and energy needed to pursue their deepest desires by getting their "balls back" and finding direction and internal change. Red Bull claims to increase performance, concentration, reaction speed, vigilance, and motivation, making people feel more energetic and improving their well-being.
The document outlines the evolution of creative briefs from old to new. Originally, creative briefs answered who the target audience was, what belief or benefit should be conveyed, and why through reasons and support. Now, creative briefs answer what the problem is, who is being marketed to, their current thoughts and behaviors, the desired new thoughts and behaviors, the idea to drive that change, the best ways to connect the idea to consumers, the desired tone, how to measure success, and deadlines. The brief ensures all teams are aligned on the campaign goals and strategy.
The value proposition canvas is a tool used to design, test, and build a company's value proposition in a structured way. It helps identify customer jobs, pains, and gains that the product or service can address. The canvas contains sections for products/services, pain relievers, and gain creators that deliver value to customers. It also considers competitors that may better address customer needs. The overall goal of the canvas is to achieve fit between what the company offers and what customers require.
Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.
Pitching your designs, ideas, media and marketing can be the culmination of all your hard work. It can also be the hardest part! Walk through this helpful guide for pitching your marketing campaigns and related initiatives.
This document outlines a branding and marketing strategy for Lifedots, a new app that helps users save and organize memories. The strategy aims to increase awareness of Lifedots by highlighting how important memories can get lost in growing social media feeds. It involves creating shareable social media content and posters that prompt users to reflect on losing memories and direct them to sign up for the upcoming Lifedots beta release. The strategy gives Lifedots a clear purpose and brand personality while targeting heavy social media users to build excitement around the new app.
This document discusses 8 ways that brands can inspire word-of-mouth conversation: 1) Make new rules, 2) Market a belief, 3) Create a sense of belonging, 4) Enable expression, 5) Create or curate culture, 6) Leverage tension, 7) Use scarcity, 8) Encourage play. It provides examples for each way and discusses when and how brands can implement these strategies to inspire consumers to talk about the brand.
The planning, creative and broader marketing community uses insights or an insight to get to ideas that will solve their marketing or business problems. This is a brief exploration into the definition of the insight.
The document discusses how powerful brands are built on "ideals" or big ideas about how the world could be better. It provides examples of brand ideals for Coke, American Express, Google, and others. An ideal is a conception of something in its perfection. A brand's big idea or ideal should unite employees, stakeholders, partners, and consumers by tapping into cultural tensions while embodying the brand's core values. Brands with strong ideals have higher consideration from consumers and perform well even during economic downturns. Developing an authentic big ideal becomes more important for communicating a brand's values in today's complex communications environment.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
Equip yourself to leverage archetypes to create a differentiating personality and hence, positioning for your brand, connecting with the ideal consumer.
A Planner's Playbook - Everything I learned about planning at Miami Ad School...Sytse Kooistra
After being in advertising for 4 years, I needed some new guidance and inspiration as a strategist. And that is exactly what I found: I spent the summer of 2013 with 17 other (soon to be) planners from all over the world attending the Account Planning Bootcamp at Miami Ad School New York.
Thanks to the 38 industry heroes and instructors that shared their knowledge and coached us in those 3 months, I learned more than I ever could imagine about planning.
'A Planner's Playbook' is my attempt to summarize all that wisdom in 30 short nuggets (or plays, to stick with the metaphor of a playbook) and share it with you. I left out all the difficult frameworks and models and kept in simple by just stating, in my opinion (and in that of my instructors), what a planner should be and do.
Enjoy reading.
The document discusses different archetypes and how they may resonate with brands. It provides descriptions of 12 archetypes: Caregiver, Innocent, Explorer, Sage, Hero, Outlaw, Magician, Creator, Ruler, Jester, Regular Guy/Gal, and Lover. For each archetype, it outlines their core desire and fear, as well as when a brand may want to align with that particular archetype, such as when the product helps people feel free for the Explorer archetype. The document also provides brief summaries of what each archetype represents.
PR Casestudies Collection of PR Lions 2013Vikram Kharvi
The Dumb Ways to Die campaign by McCann Melbourne aimed to reduce train accidents among young people. They created an animated music video and song called "Dumb Ways to Die" that went viral with over 20 million views in its first week. The campaign far exceeded its goals, resulting in a 21% reduction in accidents compared to the previous year. The Adopt a Pothole campaign by Apollo Tyres and Publicis Gurgaon allowed citizens to "adopt" potholes on a website and get them fixed if they received enough social media support. Over 3,000 potholes were adopted and 21 were fixed for under $1,000, generating over 6,600 likes and media coverage. The Life
The document summarizes McCann Australia's viral "Dumb Ways to Die" campaign for Metro Trains Melbourne. The campaign aimed to reduce train-related accidents among young people by creating a catchy song and animated video depicting characters dying in silly ways, including by trains. Uploaded to YouTube, it gained over 55 million views and widespread sharing online and in news media. As a result, Metro saw a 21% reduction in accidents among young people in the three months following the launch, exceeding their 10% goal. The unconventional and shareable campaign spread the safety message more widely and engaged its target audience more effectively than traditional public service announcements.
1. Community level marketing is more effective than traditional marketing because it strengthens brands and consumers prefer real engagement. It allows companies to amplify their base and take care of their customers and community through care and action.
2. Lovesocial is a creative communications agency that specializes in digital storytelling and effective brand strategy. They help brands build authentic engagement and inspire action through social media campaigns, influencer programs, and community partnerships.
3. Lovesocial has successfully driven engagement and awareness for clients in various industries such as film, technology, lifestyle, and impact organizations. Their campaigns have led to increased donations, policy changes, and expanded brand reach.
The document discusses the changing media landscape and rise of viral marketing. It provides examples of successful viral campaigns for Wedding Crashers, Dove, and Earth Hour that promoted participation and sharing. These campaigns helped raise awareness of their causes and increased traffic to their websites through their spread on social media and coverage on TV shows. The document advocates that marketers should focus on creating entertaining and personalized content that audiences will want to share organically.
Over the past couple of weeks, MTM’s Cultural Insights team have been putting together their 12 Trends of Christmas, covering areas as varied as social media, gaming, wellness and content. We've now collated all of the trends into one handy, accessible report.
Mtm 12 trends of christmas - december 2021Hannah441543
It’s MTM’s ‘12 Trends of Christmas’, which covers trends that our Cultural Insights team has been identifying across sectors like media, branding, gaming and technology.
The digital landscape is evolving by the minute and so are we! Presenting the ever-evolving and prevalent Walnut Media, the only agency who creates milestones and crosses them in the blink of an eye.
www.walnut-media.com
www.facebook.com/walnutmediapk
The document provides examples of non-traditional advertising campaigns for reference. It describes a campaign where an adhesive bandage company included donor registration kits to help increase marrow donor signups. It also mentions a campaign for a Colombian government where plastic balls with messages were floated down rivers to encourage guerilla fighters to demobilize. A third campaign discussed packaged entire marketing budgets into rap videos to boost yogurt sales.
The document summarizes several award-winning marketing campaigns from 2022. This year's Digiday Award winners leveraged innovative technologies like AI and the metaverse, focused on inclusivity, and partnered with charities for positive impact. The campaigns highlighted used creative tactics like podcasts, brand stories, music collaborations, and experiential events to effectively reach target audiences and promote their brands.
Comic Relief wanted to better understand the impact of its campaigns on social media and increase engagement. It used Brandwatch to analyze over 2 million social mentions over two months. Brandwatch allowed Comic Relief to see which campaigns and celebrities drove the most positive engagement and how sentiment changed over time. This data helped Comic Relief optimize campaigns and identify opportunities like increasing engagement from US audiences.
After The Honeymoon: Keeping Your Social Media Audience Engaged For the Long ...Donnie Clapp
In "Finding Your Voice: Creating Strong Bonds with Your Customers via Social Media", I talked about how speaking authentically to your brand's audience is no different, in the end, than hanging out with your best friends. Both become easy when you let go of pretension and allow your true self to show through.
Now, in "After The Honeymoon: Keeping Your Social Media Audience Engaged For the Long Term", I talk about how being successful long-term is like a successful marriage: difficult but possible, and very dependent on working to keep the passion alive through constant communication.
See the full video of this presentation here: http://www.youtube.com/watch?v=viS8cnaqTn0
The Dumb Ways to Die campaign for Metro Trains in Melbourne aimed to reduce train accidents and increase safety awareness. It used an entertaining viral music video and website to promote its message in a novel way, reaching over 20 million YouTube views. This non-confrontational approach successfully engaged young people to share the safety message. As a result, train accidents decreased by 21% and over 3 million people pledged to be safe around trains.
What's Next: The Role of Brands in the Booming Original Content BusinessOgilvy Consulting
We live in a content-driven world and a fast-changing one at that. The explosion of consumer options from traditional TV and film to OTT, podcasting and web streaming has changed the landscape for advertisers. How do brands find their way in this new fragmented marketplace?
Join Ogilvy’s Mike McFadden (EVP Digital Transformation) and Rob Davis (Head of Digital, USA) for an in-depth conversation about brand advertising in the fast-growing streaming content space.
Scheduled guests include industry leaders Gayle Troberman (CCO, iHeartMedia), Evan Shapriro (President, National Lampoon), Chris Stefanyk (Head of Partnerships, Wattpad) and Joshua Sinel (Co-Founder/President, Storybooth).
Social / Digital Media - A Presentation on New TrendsManeesh Garg
To get a copy of this presentation, share your views about the presentation with your email id in Comments section... I keep on updating my presentations and documents. To ensure that you don't miss any update or new upload don't forget to press the "FOLLOW" and "LIKE" button
Overview of the work and career of the "Forrest Gump of Strategists." A leader in brand and communication strategy, digital marketing and market and user insights. An innovative, disruptive, insights-driven storyteller. Passionate about delivering groundbreaking work for global brands that truly touches consumers' lives.
The document provides a marketing plan for Pringles potato chips. It identifies Pringles' target audience as Millennials aged 20-35 years old. The plan aims to strengthen Pringles' position as the "fun" potato chip brand by offering consumers an experience that goes beyond traditional snacking. This will be done through a campaign using television, print, and social media over seven months. The objectives are to raise awareness of Pringles' "Pop, Crunch, Create" campaign through YouTube and Instagram and achieve at least 50,000 impressions and 1,000 views on YouTube.
The document discusses how marketers and advertisers are facing the challenge of "digital extremists" in the age of Web 2.0: people who are not content with accepting brand messages and instead use online tools to voice polarizing opinions that can undermine brand metrics and objectives. It provides examples of brands like Kryptonite and Cillit Bang that were negatively impacted by digital extremists exposing flaws. However, it also discusses how some brands like Mentos have embraced digital extremism by capitalizing on viral videos. The document argues that to harness extremists' passion and influence, brands must work with anti-cultural sentiments, look to brand advocates in societal margins, and listen to extremists to understand and facilitate their
Similar a How to win an award at Cannes Lions, D&AD and CLIO - for PR (20)
Empowering Influencers: The New Center of Brand-Consumer Dynamics
In the current market landscape, establishing genuine connections with consumers is crucial. This presentation, "Empowering Influencers: The New Center of Brand-Consumer Dynamics," explores how influencers have become pivotal in shaping brand-consumer relationships. We will examine the strategic use of influencers to create authentic, engaging narratives that resonate deeply with target audiences, driving success in the evolved purchase funnel.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
Boost Your Instagram Views Instantly Proven Free Strategies.pptxInstBlast Marketing
Join Performance Car Exclusive to drive the finest supercars, engineered with advanced materials and cutting-edge technology for peak performance.
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In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Top Strategies for Building High-Quality Backlinks in 2024 PPT.pdf1Solutions Pvt. Ltd.
As we move into 2024, the methods for building high-quality backlinks continue to evolve, demanding more sophisticated and strategic approaches. This presentation aims to explore the latest trends and proven strategies for acquiring high-quality backlinks that can elevate your SEO efforts.
Visit:- https://www.1solutions.biz/link-building-packages/
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
How to Start Affiliate Marketing with ChatGPT- A Step-by-Step Guide (1).pdfSimpleMoneyMaker
Discover the power of affiliate marketing with ChatGPT! This comprehensive guide takes you through the process of starting and scaling your affiliate marketing business using the latest AI technology. Learn how to leverage ChatGPT to generate content ideas, create engaging articles, and connect with your audience through personalized interactions. From building your strategy and optimizing conversions to analyzing performance and staying updated with industry trends, this eBook provides everything you need to know to succeed in affiliate marketing. Whether you're a beginner looking to start your online business or an experienced marketer wanting to take your efforts to the next level, this guide is your roadmap to success in the world of affiliate marketing.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Boost Your Instagram Views Instantly Proven Free Strategies.InstBlast Marketing
Supercars use advanced materials and tech for top-speed performance. Join Performance Car Exclusive to experience driving excellence.
https://instblast.com/instagram/free-instagram-views
Conferences like DigiMarCon provide ample opportunities to improve our own marketing programs by learning from others. But just because everyone is jumping on board with the latest idea/tool/metric doesn’t mean it works – or does it? This session will examine the value of today’s hottest digital marketing topics – including AI, paid ads, and social metrics – and the truth about what these shiny objects might be distracting you from.
Key Takeaways:
- How NOT to shoot your digital program in the foot by using flashy but ineffective resources
- The best ways to think about AI in connection with digital marketing
- How to cut through self-serving marketing advice and engage in channels that truly grow your business
INTRODUCTION TO SEARCH ENGINE OPTIMIZATION (SEO).pptxGiorgio Chiesa
This presentation is recommended for those who want to know more about SEO. It explains the main theoretical and practical aspects that influence the positioning of websites in search engines.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
AI Best Practices for Marketing HUG June 2024Amanda Farrell
During this presentation, the Nextiny marketing team reviews best practices when adopting generative AI into content creation. Join our HUG community to register for more events https://events.hubspot.com/sarasota/
2. 1. CANNES
LIONS
Focus
on the idea
THE MOST
PRESTIGIOUS
AWARDS ON
CREATIVITY
WORLDWIDE
2. CLIO
AWARDS
Focus on a
unique brand
experience
3. D&AD
AWARDS
Focus on the beauty
and execution
4. DUMB WAYS
TO DIE
Grand Prix
Cannes PR Lion 2013
Client: Metro Trains Melbourne
Agency: McCann
Click for Case Video
5. Accidents and deaths among young people on Melbourne’s Metro
train system had been on the rise for years. But young people
don’t listen to public safety messages. We needed to make train
safety part of the conversation amongst 13-25 year olds.
The strategy was to throw a hand grenade into the world of PSA
messaging. To be so deliberately different to the norm, we
couldn’t help but create a conversation around the message.
We wrote a song called Dumb Ways to Die, created a music video
for it, and attributed it to an artist that didn’t exist: Tangerine Kitty.
We uploaded the video onto YouTube and the song onto iTunes.
Within a week it had been viewed 20 million times and covered on
every news service in Australia. Within a month, it had captured
the world’s attention so effectively, it made it into Google’s 2012
Zeitgeist.
CAMPAIGN
DESCRIPTION
6. Reduce train related accidents in key
accident areas by 10% over 12 months.
Generate campaign awareness of 25% within
12 months amongst the core target.
CLIENT BRIEF OR
OBJECTIVE
7. For the three months post-launch, Metro has experienced a 21%
reduction in accidents and deaths compared to the same time last
year. The goal was 10%. In post-testing, 39% of our core
audience said they would act safer around trains.
Campaign awareness amongst our core audience 46% after one
month. The goal was 25% after one year. The video has 44 million
YouTube views and rising. It also has huge levels of engagement,
with 450,000 likes and 11,000 dislikes.
Dumb Ways to Die is the most shared public service campaign in
history, with 3 million + Facebook shares and 2,000+ blog posts.
The song charted on iTunes in 28 countries and is still getting
airplay on radio stations worldwide. 155 days after launch, the
campaign is still being shared on Twitter, Facebook and
Instagram more than 2,500 times every day. Reported by over
750 global news sites. Earned media US $60m and rising.
EFFECTIVENESS
8. EXECUTION
We wrote a song called Dumb Ways to Die, created a
music video for it, and attributed it to an artist that didn’t
exist: Tangerine Kitty. We uploaded the video onto
YouTube and the song onto iTunes.
Within a week it had been viewed 20 million times and
covered on every news service in Australia. People
wanted to know who Tangerine Kitty was, but we
wouldn’t say. This added fuel to the fire. Even Billboard
was after us.
Over the next week we launched 21 animated gifs which
quickly became tens of thousands of memes and
avatars. We launched a karaoke version of the video to
encourage parodies and covers. Over 200 were made
inside of a month. Schools started using our campaign
material to educate their students, so we quickly
produced a 64 page book for use in the classroom. After
a month, we had far exceeded every goal we’d been set.
9.
10. Accidents and deaths among young people on Melbourne’s Metro
train system had been on the rise for years. The problem is,
young people don’t listen to public safety messages – especially
when they come from authorities. Despite Metro’s best intentions,
all their safety messaging was effectively invisible. We needed to
make train safety part of the conversation amongst 13-25 year
olds, and a traditional approach clearly wouldn’t work.
RELEVANCY
STRATEGY
The strategy was to break every single rule of public safety
messaging we could find. To be so deliberately different to the
norm, it couldn't help but create a conversation around the
message. To engage teens and young adults, our message had to
have a strong WTF/OMG factor. It had to feel like it was coming
from a peer, not from an authority. It had to be content, not
advertising focused. And it had to be housed on social platforms
that encouraged peer-to-peer sharing. In short, our strategy was
to throw a hand grenade into the world of PSA messaging.
11. Disruptive approach
Music as key momentum for engagement
360° integrated campaign
Investment in creation of outstanding
content
Sparking a real and relevant conversation
Generating strong “business“ results
WHY DID THIS
CAMPAIGN
WIN?
13. Chipotle is known for its great tasting food, but few know that Chipotle
has radically impacted the fast food industry and the food system.
Believing that the more people know about the company, the more they
will become passionate and loyal customers, Chipotle wanted to tell this
story.
The result was a content-driven marketing platform, “Cultivate a Better
World," designed to emotionally engage customers in Chipotle's journey
to create a sustainable future. As a continuation of the Cultivate platform,
“The Scarecrow” is entertainment created to draw attention to food
issues while engaging consumers about these complex concepts in an
entertaining, memorable and shareable way.
“The Scarecrow,” is an arcade-style adventure game for iPhone, iPad
and iPod touch, with a companion animated short film of the same
name. Both the game and the film depict a scarecrow’s journey to bring
wholesome food back to the people by providing an alternative to the
processed food that dominates his world. The game is available for free
download in the Apple App Store.
Players of the game who completed one star in each of the worlds were
awarded with Chipotle food in the form of a mobile coupon delivered
immediately to their devices. The short is set to a remake of the song
“Pure Imagination” from the 1971 film classic “Willy Wonka and the
Chocolate Factory,” performed by Grammy Award-winning artist, Fiona
Apple.
CAMPAIGN DESCRIPTION
14. • Raise awareness of The Scarecrow experience, generating
game downloads, video views, and game player retention,
proving consumer engagement was successful.
• Establish Chipotle as a thought leader around food issues and
raise awareness of the company’s sustainable, ethical business
practices, or their commitment to “Cultivate A Better World.”
• Audience: The campaign targets fans across a myriad of
categories – food, music, film, animation, gaming, technology,
marketing, design, etc.
CLIENT BRIEF OR
OBJECTIVE & GOALS
15. The Scarecrow franchise has created a conversation about food
in popular culture generating over 614 million media impressions,
from hundreds of stories including The New York Times and USA
Today. Columns in The New Yorker, LA Times, and others
featured educated arguments about food issues by influential
farmers, sustainability advocates, and consumers.
Since its launch, the film has generated over 12.5 million YouTube
views. Over 650,000 have downloaded the game, playing an
average session of 5 minutes. The song debuted #32 on
Billboard’s Streaming Songs chart and has been purchased over
13,000 times on iTunes.
In its first month, The Scarecrow franchise sparked 18.4 million
conversations across 17 social platforms with a 92.7 social
sentiment score and, for the first time, made Chipotle the top
social brand, replacing Taco Bell, on the Restaurant Social Media
Index Top 250 list. Twitter impressions totaled 126,782,322 in the
two months following the launch.
EFFECTIVENESS
16. The film became a trending video on
YouTube, as the game was featured as
an Editor’s Choice on the iOS App Store
at launch. The song was distributed on
iTunes and promoted by PR, social
media, mobile ads, and across
Chipotle’s owned assets (Chipotle.com,
etc.) The film was also the opening
cinematic for The Scarecrow mobile
game, which has been downloaded over
650,000 times in North America.
Later, in the rollout of the Scarecrow, a
multi-faceted digital campaign was
initiated to increase the viewership,
including targeted search, paid YouTube
views, and leveraging the YouTube
video in mobile games across iOS
devices.
EXECUTION
The Scarecrow film was launched on YouTube with no paid media for
its first four weeks. Solely promoted through PR, starting with a USA
Today exclusive and earned social media, the Scarecrow generated
over 7 million views.
17.
18. Chipotle was started with the notion that food could be served fast
without becoming a typical fast food experience. Since its
inception more than 20 years ago, Chipotle has developed a deep
commitment to finding delicious ingredients that are raised
responsibly with respect to the farmers, the animals, and the
environment. As part of Chipotle's mission to change the way
people think about and eat fast food, they have focused much of
their marketing on helping consumers understand where food
comes from and how it's prepared, and encouraging conversation
about the food system.
RELEVANCY
19. STRATEGY
The Scarecrow was the lead asset of a PR campaign designed to
reach consumers across the nation with a message that forces
them to consider the source of their food.
The PR team sought to secure an exclusive story to build buzz
and drive further coverage. In media outreach, the team
showcased Chipotle’s decision to minimize branding, driving
maximum engagement in the video game’s educational content,
an evolution of the brand’s unique marketing through storytelling
strategy.
Communication also positioned the film as a catalyst for
conversation about food issues such as industrial farming and
food production, and encouraged people to be more curious about
where their food comes from.
20. Strong Storytelling
Gamification & Music
Investment in creation of outstanding
content
360° integrated campaign
Sparking a real and relevant conversation
WHY DID THIS
CAMPAIGN
WIN?
21. LIKE A GIRL
Grand Prix
Cannes PR Lion 2015
Client: Always
Agency: Leo Burnett
Click for Case Video
22. Despite a 30-year commitment to empowering girls through puberty
education, including a UN initiative, P&G's Always’ brand purpose wasn't
cutting through to a new consumer generation: the brand was still talking
about pads. While Always historically focused on confidence based on
superior product performance, the new path to relevancy was to build a
fresh understanding of confidence while remaining authentic to the
brand. The opportunity was to reinterpret confidence so that it would
become part of a girl's existing conversation.
Our insight was that at puberty, a girl’s confidence drops significantly:
more than half of women claimed they experienced this decline.
Empowering girls during puberty when their confidence is lowest would
give the brand the relevant and purposeful role it needed. Always
charged its agency partners with creating a global campaign to drive an
emotional brand connection.
Based on a powerful insight informed by research, the team centered on
a bold PR idea — a provocative social experiment. The resulting video
recording transformed "Like A Girl" from an insult to a meaningful
statement about confidence. The #LikeAGirl integrated campaign
launched in 20 different markets, achieved broad awareness in reaching
half the world's population. Earned media and influencer strategies
helped #LikeAGirl become the #1 viral video in the world. The campaign
lifted Always brand equity, scored 96% positive sentiment, and increased
purchase intent by 92%. It led to a monumental shift in the conversation
that turned "Like A Girl" into an inspiring statement and part of the
cultural lexicon around the world.
CAMPAIGN DESCRIPTION
23. Objectives: Drive emotional brand connection and brand salience/purchase
intent.
Executional Goals: Achieve an impactful launch for the video with specific
reach/sharing goals of 2 million video views and 250 million media
impressions.
Research: Research Now was engaged to understand confidence at puberty
and help define an insight to shape the campaign:
• 56% of girls claimed drop in confidence at puberty.
• Lowest confidence moments — at start of puberty/first period — leave a
lasting effect.
• 89% of females (16-24) think words are harmful to girls. Insults like "like a
girl" cast lifelong doubt on how powerful a girl can be.
CLIENT BRIEF OR
OBJECTIVE
24. EFFECTIVENESS
Our social experiment not only far surpassed the business expectations but
sparked a monumental shift in the conversation:
Output/Awareness:
• 85MM video views on YouTube
• 4.58B media impressions/150 countries, reaching half the world's population
• 758.9MM social mentions for #LikeAGirl
• Top-tier online media coverage--BBC, Huffington Post, Mashable, BuzzFeed
• Spot: #1/AdWeek, #2/AdAge
• Trended on Facebook during launch
Knowledge/Consideration:
• 81% of women 16-24 support Always in reclaiming “like a girl” as an inspiring
statement
• 96% overall positive sentiment (emotional brand connection)
• 92% increase in purchase intent (salience)
• P&G/Always were lauded across all media; the campaign was popularly
supported/endorsed by celebrities around the world
Action/Business Impact:
• Twitter followers increased 195.3%
• 1.5MM+ video shares; 35,000 comments, 13% user-generated content
• With research showing broad campaign appeal, Always asked
girls/boys/women/men to join the movement at the Super Bowl. #LikeAGirl
dominated SB news cycle with 5.2B new impressions and 3.4MM additional
organic video views, trending nationally on Twitter/Facebook.
25.
26. EXECUTION
Our strategic approach centered on tangible data and an
influencer/media strategy.
RESEARCH
Leveraged
insights/data from
research study to
bolster campaign
credibility, news value,
content and
messaging.
HASHTAG
Introduced a social
hashtag #LikeAGirl as
a rallying cry so girls
could let the world
know the inspiring
things they were doing
“Like A Girl."
VIDEO
LAUNCH
Seeded video with
influencers/bloggers/m
edia before it was
placed on YouTube to
help spark viral word-
of-mouth and fuel
launch media coverage.
An exclusive in AdAge
announced the video.
MEDIA
OUTREACH
Leveraged a surge of
female empowerment
movements in
outreach. Combined
with influencer seeding,
the approach ensured
robust coverage across
traditional/social
categories.
CELEBRITIES
Engaged Vanessa
Hudgens/Bella Thorne/
Jordin Sparks /Jasmine
V to post tweets on the
campaign. These
sparked additional
tweets from Sarah
Silverman/ Tyler
Oakley/ Maria
Shriver/Cher/ Kristen
Bell/ Chelsea Clinton/
Melinda Gates.
REAL-TIME
NEWS DESK
Monitored/engaged
with #LikeAGirl
conversations to
amplify social sharing.
27. In 2013, Always, the P&G feminine care brand was global
category leader, but its biggest competitor was gaining traction by
connecting with millennial girls in a more emotional way. Despite
a 30-year commitment to empowering girls through puberty
education, including a UN initiative, Always’ brand purpose wasn't
apparent to the new generation of consumers: the brand was still
talking about pads. To secure its future, Always needed to better
connect with the next generation of consumers. Historically,
Always focused on confidence based on superior product
performance; the opportunity was to build a more meaningful
understanding of confidence.
RELEVANCY
28. STRATEGY
Target Audience: To create a change in the social
understanding of girls at puberty, Always enlisted millennial
women (connected, could relate, want to make a
difference). Always sought to inspire a movement to change
"Like A Girl" from an insult to mean downright amazing
things.
This idea was brought to life through a social experiment to
show the impact the phrase had on society – especially on
girls pre- and post-puberty. The result was a video that
captured how people of all ages interpret the phrase
produced by award-winning documentarian/director Lauren
Greenfield.
The interviews showed that somewhere between puberty
and adulthood, women internalized the phrase to mean
weakness and vanity, but also how some encouragement
can help change girls’ perceptions of what it means to
proudly do things like a girl.
29.
30. Strong insight (based on long-term research)
Compelling visualization of insight (“show, don´t
tell”)
Investment in news engine and media/seeding
PR in the lead of whole communications program:
“News Engine Approach”
Sparked a real and relevant conversation
WHY DID THIS
CAMPAIGN
WIN?
32. Several scientific studies had shown that if you
eat conventional food, you have a number of
different pesticides in your body – and that if
you switch to organic food, the pesticides
disappear within days. Very few consumers
knew about this.
(Who'd tell them? Almost all food companies,
and governments, are more or less invested in
the conventional model of farming.)
So Coop conducted their own study,
and filmed it.
CAMPAIGN
DESCRIPTION
33. EXECUTION
With the help of IVL, the Swedish Environmental
Research Institute, Coop conducted an experiment with
an ordinary family, the Palmbergs. The experiment was
documented in a scientific report and a more sharable
90 second film.
The report from IVL was important for credibility in
contacts with news media, and contributed to the
extensive coverage, beginning with the family appearing
as guests on Sweden's biggest morning TV show. But
the film was of course the centerpiece of the campaign.
And a massive international grass roots movement, built
by pinpointing individuals and organizations with a
passion for organic food, helped it go viral.
In Sweden, as expected, the campaign made many in
the food industry angry. But the criticism gave Coop an
opportunity to take a public stand for consumers' right to
know what they're eating.
34. The film has been viewed more than 40 million times
on YouTube and Facebook, generating news
coverage, blog articles and social media posts with a
total reach of more than 2 billion. 88 % of social media
mentions have been favourable. In Sweden a survey
showed that 57 % of those who had seen the film said
it would make them buy more organic. Sales of organic
food increased by 50 % over the period during which
the film was released. The share of consumers who
say they prefer shopping at Coop increased by 14 %.
And Coop had their best year financially in 23 years.
OUTCOME
35. The entire campaign was PR driven. From the recruiting of the
family to their appearance as guests on Sweden’s biggest TV
morning show. From the activation of a global grassroots
movement to Coop's response when, as expected, some in the
food industry attacked the campaign.
RELEVANCY
36. SYNOPSIS
Coop, once the biggest supermarket chain in Sweden, had
steadily lost market share for two decades. And now their
competitors were catching up in the one area where Coop had
dominated – organic food. They needed to re-establish their
leadership on organic food. And they needed to reignite their
brand.
37. The key insight was that most people aren't willing to pay more for
a product because it's better for the environment. (Although many
of them are willing to pay more for a product that they perceive to
be of higher quality, or healthier.) And surveys showed that
organic food was still associated more with "good for the
environment" than with "good for me".
So Coop decided to communicate something that no other food
company had dared talk about: The fact that if you eat
conventional food, you have a number of different pesticides in
your body – and that if you switch to organic food, the pesticides
disappear within days. This is important information, especially for
Coop's target audience, families with kids, considering more and
more research indicates health risks for growing children.
STRATEGY
38. Changing and challenging the agenda of a
recent conversation
Simple and clear visualization
Generating strong business results
WHY DID THIS
CAMPAIGN
WIN?
39. Cannes
PR Lion entry
principles 2017
The PR Lions celebrate
creative work which success-
fully builds trust and cultivates
relationships with credible third-
parties, utilising mainly earned-media
tactics or channels to influence public
dialogue and ultimately change perceptions
and behaviours in ways that protect and enhance
the reputation and business of an organisation or brand
with its target audiences.
OUTLOOK
41. BRIDGE
OF LIFE
CLIO PR 2013
Client: Samsung Life Insurance
Agency: Cheil Worldwide Seoul
Click for Case Video
42. South Korea has recorded the highest suicide rate in the OECD
for the eighth year running (OECD Health Data 2012). Over
15,000 commit suicide in just one year, which is an average of
43.5 deaths per day (2011 National Statistics Office). Suicides are
especially frequent near the bridges over the Han River in Seoul
and among the 23 bridges, the ‘Mapo Bridge’ has the highest
number of suicides. (Out of the 1090 suicides committed on a Han
River bridge, 17.2% - or 188 suicides - happened on the Mapo
Bridge)
In order to decrease the suicide rate on the Mapo Bridge, we
installed an innovative system on the railing. Because the widely
used infrared sensor system would react to wind, the vibrations of
passing cars, as well as heat from exhaust fumes, an art director
and a technical director collaborated to develop a sensor that
combined the infrared system with the ultrasonic sensor system,
with a $530,000 budget. This new type of sensor only reacts to
people walking on the bridge, and then lights up the railing. It has
been installed on the Mapo Bridge for over 6 months now, and the
City of Seoul and Samsung Life Insurance are planning to install it
on other bridges as well.
CAMPAIGN DESCRIPTION
43. CLIENT BRIEF OR
OBJECTIVE
Our idea to stop and prevent the suicides on the Mapo Bridge was
not installing a physical device to hinder the suicides, but to create
an interactive bridge that would change the people’s minds through
communication and a human touch. Our intention was to have the
pedestrians keep reading the messages that were shown throughout
the 2.2km of the Mapo Bridge through the ‘Bridge of Life’ installation,
and eventually walk all the way to the other end without realizing it.
44. Currently, we are planning for additional installations on other
bridges over the Han river, in hopes that it will help decrease the
suicide rate in Seoul, as well as in the nation of Korea in the long
run. We hope that this technology can be applied to bridges with a
high suicide rate around the world. But primarily, this innovative
technology has helped decrease the suicide rate on the Mapo
Bridge by 77%, and if even just one life can be saved through this
campaign, we believe in its meaning and value more than
anything. The Bridge of Life has received widespread national
coverage on TV and in newspapers with 177 reports, as well as
global coverage in 8 different media (Reuters, Voice of America,
China TV The Tokyo Times, etc.). About 11,000 posts about the
Mapo Bridge have been shared on social networks, of which 92%
are positive.
EFFECTIVENESS
45. EXECUTION
06/17/2011 Project start
12/19/2011 Developed first prototype
12/23/2011 Idea pitched to Samsung Life Insurance,
but turned down
01/29/2012 Contacted other clients
03/16/2012 Another pitch to Samsung Life Insurance,
infraded + ultrasonic sensor developed
04~06/2012 Consultations with the Seoul Citizens,
the Seoul Metropolitan Fire & Disaster
Headquarters, the Seoul HQ for Security,
Management of Bridges Department,
the Hangang Project HQ, and the Ministry
of Culture, Tourism & Design
07/17/2012 Confirmed by Mayor of Seoul
08/2012 City of Seoul and Samsung Life Insurance
sign MOU
09/26/2012 Opening of ' Bridge of Life'
46. Prior to the installation, the annual death benefit through suicide
paid out by Samsung Life Insurance reached approximately 40
billion KRW (or 37 million USD), and was the No.1 reason for
payment, with over 10% of the total insurance amount. Since the
opening of the Bridge of Life on Sep 26th, 2012, until today (Mar
26th, 2013), the suicide rate has dropped by 77%.
RELEVANCY
STRATEGY
First, we installed sensors on the guardrails, so that when people
walked by, lights turned on according to their movements. On the
lighted rails appeared short messages, making it seem as if the
bridge was speaking to the passers-by. The 20 or so messages
that were shown were not warnings or teachings, but rather kind
words, comforting song lyrics, funny jokes, and other phrases that
would speak to the anxious and confused minds of those
attempting to end their lives..
47. Cause related PR
UBX (Useful brand experience)
Great result
WHY DID THIS
CAMPAIGN
WIN?
48. CLEVER BUOY
CLIO PR 2015
Client: Optus
Agency: Fuel Communications
Click for Case Video
49. Optus, Australia’s second largest telecommunications provider,
briefed us to find a new way to communicate the strength of their
network with the objective to improve consumer awareness and
brand perception. In response we saw an opportunity to solve a
genuine and topical issue surrounding Australia’s coastline
connecting the Optus network to something our audience were
passionate about.
Australia has four times more shark attacks than any other
country in the world and current methods to deter sharks hadn’t
changed in over 60 years. At the heart of Optus’ values is their
desirability to “improve people’s lives through technology” as they
position themselves to be the “ultimate wingmen” for Australians.
So we asked ourselves, could we use the Optus network to help
protect our beach goers and our sharks?
Clever Buoy is a smart ocean buoy that detects sharks and sends
instant alerts to lifeguards via the Optus digital network. By
providing a culturally relevant solution with the Optus Network at
its core, we created more than a marketing response, we created
a transformational utility that disrupted the traditional Telco
industry and received an overwhelming response towards the
brand. As we were launching a rapid prototype, earned media was
the most relevant channel to start the conversation and generate
awareness.
CAMPAIGN DESCRIPTION
50. CLIENT BRIEF OR
OBJECTIVE
The goal was to shift the focus from the size of the Optus network, to
its amazing capabilities. Research revealed that the growing reliance
on data has led Australians to consider their mobile network as a
utility, ie. something that should just work. Couple this with the fact
that it was common knowledge the leader brand’s network coverage
was larger. But the perception was that it was much larger, even
though the difference was less than one percent. 85% of Australians
live within 50km of the coast. So this seemed like a logical place to
begin our start.
51. Beyond a traditional PR campaign, we created an ongoing
product, service and platform for our client – one that has not only
propelled the Optus brand into the mindset of consumers, but
could change beach safety forever.
(1) Combined Social & PR reach of over 40 million – with an 84%
positive sentiment towards the Optus brand.
(2) Featured in over 800 global news stories (200+ Broadcast),
including every commercial channel in Australia.
(3) Earned PR/Advertising value of over $7 million.
(4) Optus earned a 92% share of voice in relation to #innovation
and #technology compared to other Australian telcos on
social media during campaign launch.
(5) Launch film had over 3 million impressions.
(6) The commercial Clever Buoys are now in development, with
public rollout currently planned for 2015.•NSW Government
have pledged $100,000 to public trials.
EFFECTIVENESS
52. EXECUTION
We developed a clear roadmap to build Clever Buoy, which
we launched through earned channels, and amplified
through owned and paid media channels. We hosted a
media launch event with a live broadcast on Australia’s
most watched morning show in Sydney featuring key
spokespersons from the project. We focused on an
influencer outreach program and a social newsroom
shortlisting key influencers from technology, lifestyle &
environment, innovation, beach and marine safety space
which allowed us to build genuine credibility for the brand
and have a reason to converse with these specialised
communities. We delivered real time relevant content to
engage the audience and educate them about Clever Buoy.
Once people were introduced to the buoy we took them
along the journey of production, detailing the different
elements of the buoy anatomy and some of the
technological feats we achieved along the way.
53. Optus has the second largest
telecommunications network.
Our brief was to improve
consumer awareness and
brand perception by shifting
the focus, from the size of the
Optus Network, to the
amazing things it can do.
After another shark fatality
the Western Australian
government sanctioned the
culling of all large sharks,
sparking a nation wide
debate over the ethics of
killing endangered sharks to
save humans. Not only did
we tap into the most hotly
debated conversation in the
country, we offered a new
solution using our client’s
core service, one that
appeased both sides of the
debate.
RELEVANCY
54. STRATEGY
But more than this, the beach is something close to the
heart of all Australians, synonymous with our laid back
lifestyle and a clear part of the national identity. Having
developed the buoy, we needed to develop a relevant
strategy that allowed us to engage the right influencers
to kickstart the conversation and generate widespread
national and international media coverage, positive
WOM and social media traction to: •Create excitement,
•Leverage experts for credibility, •Showcase the
strength of the Optus network, •Position Optus as an
innovator. Our strategy was to pitch and secure a
series of exclusive 1:1 interviews prior to launch to
ensure we maintained control on the conversation both
locally and internationally. We developed a collection
of assets for launch, including a video news release,
photography, info-graphic, animation video and social
content visual branding for Optus where verbal
branding may have been excluded.
55. Cause related PR / hijacking a relevant
public topic
UBX (Useful brand experience)
360° integrated campaign
Great result
WHY DID THIS
CAMPAIGN
WIN?
57. Instead of offering discounts to lure shoppers
inside on Black Friday, REI announced that
they would be doing something
unprecedented: shutting all 143 of their stores,
ceasing to process orders on their website and
paying 12,000 employees to spend the day
outside. Employees, members and the public
were encouraged to use this day to reconnect
with the outdoors and each other. We created
an integrated campaign to invite the public
outside with us, building a movement around
the hashtag #OptOutside.
CAMPAIGN
DESCRIPTION
58. EXECUTION
We first shared the closure with REI’s 12,000 employees
and 5.5 million members. The news broke a month before
Black Friday with embargoed stories on USA Today, CNN,
and NBC. Timing of the news ensured REI was included in
nearly all media trend stories throughout November tied to
Black Friday. Ensuing coverage was designed to be social-
by-design, connected to the local community, and driven
through dozens of face-to-face interviews. This coincided
with an integrated campaign to spread the #OptOutside
movement across TV, print, out of home, digital, influencer
and social outreach. A publication was created on
Medium.com to discuss the benefits of a life outdoors, with
stories by REI employees, outdoors influencers and
advocates. A paid content partnership with .Mic created
original articles to expand the reach of #OptOutside with
millennials. A partnership with Meetup.com saw over 400
group outings hosted across the country.
59. #OptOutside became a widespread cultural movement. 1.4 million
people chose to spend Black Friday outside with REI. Over 170
organizations showed support for REI with some even closing
their doors in solidarity. Hundreds of parks opened their gates for
free.
The campaign earned 33 straight days of media coverage with
3,423 placements leading to 6.7 billion media impressions.
#OptOutside generated 1.2 billion social impressions, becoming a
trending topic on Twitter for three separate days and Instagram for
two separate days. #OptOutside was #11 of Brandwatch’s top 15
Twitter trends of 2015. The hashtag entered the larger social
vernacular - six months later, it was still being used thousands of
times per day.
While #OptOutside was designed for long term community
engagement, not to drive short-term Black Friday conversations,
but it sparked a dialogue that brought together friends and
families, non-profit organizations, businesses, and national and
state parks. 1.4 million declared to their social communities that
they were choosing the outdoors over shopping chaos, and this
boldness left a lasting impression of who REI is and what they
stand for.
OUTCOME
60. Research confirmed that interest in the outdoors was up
and the health benefits of spending more time outside was
gaining traction. Tangentially, enthusiasm for Black Friday
shopping was decreasing. The time was right for REI to
take a stand against the chaos of Black Friday. REI had the
opportunity to leverage this moment to build and connect
communities around the outdoors, while sharing its purpose
and unique values. It was a people-first strategy. This
meant using a cross-channel approach to reach employees,
co-op members, outdoor enthusiasts and the outdoor
industry to generate a national conversation about the
benefits of a life outdoors as well as crafting inspiring
content to invite people to #OptOutside. With REI’s social
communities at the heart of the effort, we built connection
points and engagement through other online communities
and efforts including Medium, Meetup, influencer
engagement, and organizations, parks and businesses who
pledged to #OptOutside.
STRATEGY
61. SYNOPSIS
Outdoor retailer REI believes that a life outside is a life well lived.
Black Friday, America’s biggest shopping day, stood in stark
contrast to this belief. Held the day after Thanksgiving, this holiday
had come to represent shoppers leaving their families to go buy
things, spending days lining up at stores, or even fighting one
another amongst the aisles. That’s why on Black Friday 2015, REI
took an unprecedented stand. The co-op closed all 143 of their
stores and invited the entire country to spend the day differently -
by heading outside.
62. Disruptive and strong business decision
Living from inside out: the idea came
original from a staff member … soon the
whole company stood behind the idea
Hitting a nerve: a strong insight & zeitgeist
topic
Great result
WHY DID THIS
CAMPAIGN
WIN?
65. Insights:
1) People are curious for new flavour combinations
and willing to trample across brand conventions to
experience them.
2) There’s no longer an inside / outside of a company –
thanks to social media, corporations are now held
accountable for their actions.
Creative idea:
To raise awareness of United Nations Peace Day,
Burger King made a highly visible proposal to
McDonald’s, inviting them to collaborate on a truly one-
of-a-kind product: The McWhopper. The proposed
mash-up burger would combine key ingredients from
each restaurant’s signature product, The Big Mac and
The Whopper, to be prepared and served on one day
only, Peace Day, 21st September 2015.
CAMPAIGN DESCRIPTION
66. EXECUTION
BK published an open letter in traditional and social,
inviting McD’s to collaborate in creating and serving
the McWhopper on Peace Day. The proposal was
supported by tactical outdoor and spearheaded by
mcwhopper.com, a multimedia toolkit of co-branded
assets: staff apparel, signage, and a pop-up
restaurant. Every asset was designed to be visually
iconic and translate into multiple languages, for ease
of share-ability. The proposal was met by frenzied
public support, so McDonald’s drew criticism when
they turned down the offer. Inspired by BK’s online
Burger Build film, tens of thousands of people took
matters into their own hands by creating and sharing
do-it-yourself McWhoppers on YouTube, Instagram,
Twitter, Vine, Facebook, and mainstream media
channels - integrating the competitor’s product with
our own.
67. • 8.9 billion media impressions
• Earned media value $US138m (Source: ABPR, Personally Inside,
Llorente y Cuenca, Ketchurn, Evercom, Weber Shandwick, Emanate and
Cison)
• ROI: Every $1 spent returned $88 in earned media
• #1 trending topic, Facebook and Twitter
• 10,000+ DIY McWhopper reviews on YouTube PEACE ONE
DAY
• +40% increase in Peace Day awareness (from 30% to 43% of
the U.S pop) (Source: Toluna Research)
• +16% increase in Peace Day awareness worldwide (Source:
McKinsey and Company “The McWhopper campaign is the single highest
contributor ever towards Peace Day awareness” - McKinsey and Company –
Research partner)
BURGER KING BRAND METRICS (ALL PEOPLE)
• +75% - Positive brand buzz from 20% to 35%
/ +60% millennials
• +25% - Purchase consideration from 32% to 40%
/ +76% millennials
• +48% - Likelihood to recommend brand from 21% to 31%
/+84% millennials (Source: YouGov Brand Index)
OUTCOME
68. The McWhopper proposal was an audacious idea
designed to ignite conversation, curiosity, and
engagement amongst the public and media. It was
diligently engineered so that regardless of how
McDonald’s responded, the power of McWhopper
production (both the burger and the ongoing comms)
would be embraced and activated by the people. Sure
enough, the ubiquitous campaign fueled frenzied
discussion, and the creation of ‘do-it-yourself
McWhoppers’ became an instant cultural phenomenon
and an integral chapter in the McWhopper story. So
much so, that over 9-months since the official
campaign concluded, McWhopper content is still being
shared organically on every major social platform.
RELEVANCY
69. STRATEGY
The McWhopper campaign wasn’t made social, it was born
social. We were confident that had we approached
McDonald’s behind closed doors, they would have said no
behind closed doors. By making the proposal so very public
on so many platforms, we knew McD’s would be pushed to
respond.
The proposal was planned with painstaking diligence, to
ensure success didn’t hinge on a yes or a no. We invested
a significant amount of time and resource into scenario
planning, resulting in an extensive set of responses to cater
for every conceivable scenario.
More importantly, we created a comprehensive suite of
campaign assets to inspire consumer engagement no
matter what. It was a completely integrated approach
designed to empower the public and media to create and
share do-it-yourself McWhoppers, further spreading
awareness. It was all very well for the world to take notice,
but we also wanted the world to take action.
70. In the fiercely competitive fast food category, Burger
King faced declining consideration in the all-important
18-34 year old millennial demographic. A new breed of
competitors such as Chipotle was connecting with
youth via a shared sense of purpose and social good,
positioning BK as old fashioned. Peace One Day is a
global non-profit organization whose goal is to make
United Nations Peace Day, on 21st September, an
annual day of non-violence and global unity. Each year
they campaign tirelessly to raise awareness of Peace
Day under the theme ‘Who Will You Make Peace
With?’ Our objectives were twofold: Increase brand
consideration for Burger King and raise awareness of
Peace Day 2015.
SYNOPSIS
71. Great sense of humor
Brilliant executed
360° integrated campaign
WHY DID THIS
CAMPAIGN
WIN?
73. Since last year, Spanish government, backed up by an absolute
majority in Congress and Senate, has been designing a group of
measures and law reforms, commonly known by the population as
“The Gag Law”. Ultimately, Spanish Congress passed this law on
March 26th. A panel of human rights experts from the United
Nations said they were concerned about the Public Security Law
and the Penal Code initiatives, which they say will violate Spanish
people’s human rights. One of the objectives of NoSomosDelito
(WeAreNotCrime) platform against the Gag Law is public
awareness of their message, especially outside Spain. To that
end we created the Holographic Protest, the first of its kind in
History and also a PR event initiative which through creativity,
innovation, and symbolism would attract the attention of worldwide
media. On March 26th, the same day the Gag Law was approved,
we launched a teaser website which encouraged users to
participate in the demonstration in a virtual way: uploading their
pictures, recording their shouts and sending their protest
messages. At that time we did not revealed the location where the
protest would take place, in order to avoid confrontation with the
Spanish authorities. On April 10th, we projected the protest on a
7x4 meters screen in front of the Parliament building, taking
advantage of a filming permit. Media covered the event all around
the world, while we documented it in a short film and print ads that
were distributed some days later.
CAMPAIGN DESCRIPTION
74. One of the objectives of NoSomosDelito is public awareness of
their message, so they can mobilize people and collect
signatures against this law, and also get support from media and
governments outside Spain, in order to prevent its entry into
force. That’s why our main target audience were media
worldwide.
CLIENT BRIEF OR
OBJECTIVE
75. The campaign was a global hit in media all around the
world, with an estimated earned media (at the time of
writing) of 16 million euros, and a global audience of over
800 million. It was covered by the main national and
international press, TV and online media, and made into the
front page and editorials of some of them, such as the
French newspaper Le Monde, The New York Times and
The Boston Globe. It also appeared in countless local and
specialized media. 17,857 people participated in the
demonstration via the website, although after that moment,
participations kept rising over 20,000. The online petition for
the withdrawal of the law was signed by more than 330,000
people.Our protest gathered over 50,000 tweets and about
400 million Twitter impressions. Ultimately, the protest was
debated in a session of the Spanish Congress.
EFFECTIVENESS
76. EXECUTION
On March 26th, we launched a teaser website which
encouraged users to sign the online petition against the
law reform and to participate in the demonstration in a
virtual way. On April 10th, we projected the Holographic
Protest on a 7x4 meters screen in front of the Parliament,
taking advantage of a filming permit because real
demonstrations have been banned there. The projected
video was produced from previously filmed and the
website user-contributed material. All people were post
produced as ghost-like blueish figures to enhance the
visual impact. Technical difficulties included illumination
(darkness was required) and fitting of the produced video
in the geography where it was projected. All distances,
and camera angles had to be taken into consideration.
Media from all over the world were present to bear
witness. We also had a special cabin for NoSomosDelito
spokespeople to be interview by media as real-time
holograms.
77. The right of assembly is being undermined by the
Spanish government, in an attempt to reduce the
number and the magnitude of the protests against their
policies. In fact, demonstrations around Parliament
building have been banned for months. The platform
NoSomosDelito (WeAreNotCrime), formed by over a
hundred citizens’ organizations, activists, and jurists,
has the intention of informing citizens about the
meaning of these reforms, which restrict fundamental
rights such as freedom of expression and assembly in
the name of “citizens’ security”, and to pressure the
government into withdrawing them immediately.
RELEVANCY
78. STRATEGY
Without a paid media budget, we had to create
something that would make into the news all around
the world. Something that had a powerful visual and
significance, so it would be interesting for TV, press
and online media, as well as viral in social platforms.
Audience were greatly drawn to the Holographic
Protest, for several reasons. First of all, it was a
creative way of protest which has never been done
before. Secondly, it defied the banning of
demonstrations in front of Parliament. We chose the
most difficult place, but also the most symbolic. And
finally, it also reflected in a relevant way the abolition of
rights the law has introduced: flesh and blood protest
will not be tolerated.
Media found the story interesting not only for its
political and social content, but also from a
technological point of view, and as a historical
milestone in activism.
79. Innovative use of technology
Strong PR tactics
Perfect timing
WHY DID THIS
CAMPAIGN
WIN?
80. COLOR FOR
THE COLORBLIND
D&AD Yellow 2016
Creative B2C – Low Budget
Client: Valspar
Agency: FCB Chicago
Click for Case Video
81. The Valspar paint company believes everyone should experience
color to the fullest. Even the colorblind. By bringing color to the
colorblind, Valspar brought a greater appreciation of color to
everyone. Over 300 million people in the world are colorblind.
Valspar worked with EnChroma, an innovative optical lab, to bring
color to everyone.
Special glasses were created to enable the colorblind to see the
full spectrum of color for the first time in their lives. We started
with the documentary film “Color for the Colorblind” as the
centerpiece of a multi-channel PR campaign. The film, launched
via social media, shares the emotive story of colorblind
individuals reacting to the full spectrum of color for the first time in
their life. We also brought the glasses to locations like museums
and arboretums. And, of course, the glasses were included in
point-of-sale displays in paint aisles, so that the colorblind could
pick out paint for their homes for the first time.
The glasses sold out in just one month. The campaign had over
800 million media impressions in just one month, and thousands
of colorblind stories were shared by consumers. But, more
importantly, 300 million colorblind people now have the
opportunity to see color for the first time.
CAMPAIGN DESCRIPTION
82. The objective of the campaign was to create a global
conversation around colorblindness and in the process, create a
greater appreciation for the role that color plays in our lives –
establishing Valspar as not just a paint company, but a brand
that believes everyone should experience color to the fullest.
CLIENT BRIEF OR
OBJECTIVE
83. Output/Awareness: The campaign had over 800 million
media impressions in just one month. Thousands of
colorblind stories were shared by consumers, and we
created the first global colorblind community. 300 million
colorblind people now have the opportunity to see color for
the first time. By bringing color to the colorblind, Valspar
brought a greater appreciation of color to everyone.
Knowledge/Consideration: We launched the program one
month ago so not all data is in – but the response thus far is
exceptional. 94% of social sentiment was positive/neutral.
And thousands of stories have been shared.
Action/Business Impact: We launched the program one
month ago so not all data is in – but the response thus far is
exceptional. More than 20,000 likes were generated,
increasing brand sentiment for Valspar by more than 10
points.
EFFECTIVENESS
84. EXECUTION
On March 16, we targeted colorblind celebrities with a
custom-designed kit for them to experience color for the
first time. The influencers included Bill Clinton, Mark
Zuckerberg, and Chris Nolan. The kit included a pair of our
glasses and a book that exposed the recipient to hundreds
of Valspar colors. A similar kit was sent to technology and
design publications and blogs.
On March 18, we launched our press campaign to
mainstream and trade publications. As viewers began
experiencing the film and sharing their stories, our PR and
social teams responded and engaged consumers to fuel
the conversation about colorblindness and the appreciation
of color for everyone. In coordination with the launch of the
film, we installed special displays in-store with the glasses
to allow the colorblind to pick out paint for their homes for
the first time. We also brought the glasses to locations like
museums and arboretums.
85. Consumers think all paint brands are the same. As a
global leader in the coatings industry, we want to show
that Valpsar is not just a paint company, but a brand
that believes everyone should experience color to the
fullest. To inspire as many people as possible, we
focused on the people who can’t experience the full
spectrum of color – the nearly 300 million in the world
who are colorblind.
Our idea is that by helping the colorblind experience
the full spectrum of color for the first time in their lives,
we reawaken everyone’s appreciation to experience
color to the fullest.
RELEVANCY
86. STRATEGY
Our idea is that by helping the colorblind, we reawaken
and re-inspire everyone’s appreciation to experience
color to the fullest. Colors play a vital role in our daily
lives and it has been proven that our activities and
responses are influenced by them. Kenneth Fehrman,
co-author of the book, Color: The Secret Influence,
states that, “Most people are unaware of the profound
effect color has on their behavior.” No one was
addressing the vital part of their lives that the 300
million people in the world were missing. What is more
powerful than seeing color for the first time? From the
top down we identified colorblind influencers and
media personalities in order to get people to
experience seeing color for the first time. From a
grassroots level, we responded directly to provocative
#ColorForAll stories with a gift of the glasses. Both of
these strategies received “air cover” from a press
outreach to mainstream and trade publications.
87. UBX (Useful brand experience) & great
usage of technology
Great storytelling
Strong user engagement
WHY DID THIS
CAMPAIGN
WIN?
88. PARADISE HILL
D&AD Yellow 2016
Creative Use of Medai
Client: NGO
Agency: FCB NZ
Click for Case Video
89. Confront high-income communities, (and in doing so,
New Zealand) with the disturbing reality that violence
is occurring even where we least expect it.
CAMPAIGN DESCRIPTION
90. EXECUTION
Within the magazine, we created an article showcasing a
new architecturally designed home in an upmarket
Auckland suburb, along with the seemingly regular family
who lived there.
Featured on the cover and contents, the story ran as eight
consecutive pages, which looked and read just like regular
content. Almost. In the words and pictures we placed
disturbing tell-tale signs that violence was occurring. Some
of these were subtle only giving themselves away on a
second read. Others were more obvious. Only on the final
page did we reveal the truth – violence can happen in any
home, even homes like this.
Also available on the magazine’s website (along with the
regular articles), and on their Facebook page, we
encouraged sharing and commenting on the article to
increase its reach. HOME Magazine readership: 110,000.
However, the campaign reached well beyond this as our
target shared the article through social media and PR.
91. Starting from a reader base of 107,000, the campaign
reached ¼ of the whole New Zealand population (over
10X the magazine’s readership). Over 12% of readers
either sought help or offered it as a direct result of the
campaign – Bauer Research. Visits to the family
violence site increased 15%. The campaign was
covered by both of New Zealand’s news channels,
received 280,000 Facebook engagements and over
1000 Twitter shares. The magazine was the most
talked about edition in the publication’s 79-year history
and has been celebrated as a much-needed first step
by both the NZ Police and Ministry of Social
Development.
OUTCOME
92. This campaign challenged the conventions of
traditional print and what it can achieve both within a
publication creatively, and how far a single execution
can extend its reach, within its primary target, and
beyond. The campaign was born and developed
through a unique partnership between the agency and
publisher, with both parties contributing to the art and
copy in the order that it appeared not as an ‘ad’ but as
genuine editorial, seamlessly buried within the
magazine’s pages.
RELEVANCY
93.
94. STRATEGY
Show violence occurring even where we least expect it,
even in the most seemingly perfect of homes. We partnered
with NZ’s premium home and lifestyle magazine – HOME –
and showed violence happening in one of its ‘perfect’
homes.
This magazine, with its high-income readership of 107,000
(25% subscribers), enabled us to reach victims and
communities where the violence was actually happening.
We also needed to create a wider conversation with the
New Zealand public, which spread our message beyond the
doors of high-income communities and to the masses. The
more people on the ground equipped with the truth, the
better.
Media and high profile social-media personalities were also
sent the magazine directly, and encouraged to share. The
campaign asked readers to take action should they suspect
violence is occurring and visit the government website for
more on how to help.
95. A new study revealed one quarter of women from all high-
income homes in New Zealand were domestically abused –
much higher than most Kiwis realised. In fact, research
suggested 65% of Kiwis believed family violence was more
likely to occur in low socio-economic homes rather than
high. And only 40% believed it could be happening to
someone they know. Far from reality. This lack of
awareness, along with long-standing media
misrepresentation, was identified as a key factor
perpetuating the problem. Meaning victims from high-socio
economic areas often remained isolated and un-helped,
compared to their less well off neighbours. The Ministry of
Social Development needed to change this. They needed
these high-income victims to know they were not alone and
their communities to be aware of the problem. Only if
people knew could they help.
SYNOPSIS
96. WHY DID THIS
CAMPAIGN
WIN?
Smart and beautiful
Creative use of media
Highly visual
Best use of visual storytelling
97. Petra Sammer
Partner | Chief Creative Officer Ketchum
https://twitter.com/PetraSammer?lang=de