Generate News
Global Beverage Brand
Objective- Generate Earned Media coverage highlighting the brand’s cause-marketing partnership.
Challenges- Avoiding the overly promotional nature of the initial idea, we needed to create a path to a purely Earned Third Party Endorsement.
Tactics- We unearthed a “human interest” story involving their cause-marketing partner presenting an authentic opportunity to promote the brand.
Outcomes- Within a 24-hour period during Sweeps, we executed a Quadruple National Exclusive that included network news, daytime TV, magazine, and wire pieces.
Global Commercial Technology Brand
Objective- Secure Eared Media Attention on the outcome of a legal case
Challenges-The solitary asset we had was the outcome of a traditional corporate legal case; no standout information or content in the ruling.
Tactics- Interviewed external industry experts toward building a larger narrative.
Outcomes- Cover Story in a Top-3 Daily’s Business section on a growing trend that utilized my client’s legal case as the lead example.
Global Food Brand
Objective- Launch a new product into a new category for a household brand
Challenges- This was new space for everyone involved; we were learning together in real-time.
Tactics- Interviewed the experts (internally and externally) toward building Earned Media proof points; connected with select trade associations and journalists.
Outcomes- Secured Earned Media coverage in key publications featuring brand’s entry into the category as a positive sign for the overall growth of the category.
Seize The Moment
Global Snack Brand
Objective- Deliver an all-important Earned Placement in support of costly activation
Challenges-Less than one (1) business day to pitch, secure and execute the interview opportunity that was aimed at two approved journalists.
Tactics- Matching the assets along with the recent coverage from target journalists, we pitched on every platform available.
Outcomes- Secured the top target with less than two (2) hours before the hard deadline.
National Commercial Bank Brand
Objective- Support National Philanthropic Activation aimed at reaching consumers
Challenges- New marketing team’s initiative generated zero Earned Media in the first 15% of the program; not a single reply from a target. The only option was to succeed.
Tactics- Within one business day, we massaged the external communication material using the same assets and material previously being utilized. We also diversified the media targets.
Outcomes- 97% of remaining activation generated multiple positive Earned Media stories targeted at the appropriate audience.
Global Retail Brand
Objective- Replace an existing industry expert from their recurring role for National TV
Challenges-There was no reason for a show to make a change from a proven commodity; the existing expert was in good standing.
Tactics- Knowing the only variable was the content of the segment, we produced superior segment ideas for the shows to consider attached to the new expert.
Outcomes- We successfully placed our expert across all morning, daytime, evening and late-night outlets, supplanting the existing expert.