• Engage PR early in the process to help shape the earned
opportunity for a holistic campaign
• PR best when it amplifies a brand story not marketing assets
• Focus on fewer, bigger, better PR priorities vs spreading
resources too thin across every campaign
• Ensure stream of always-on PR support to fuel share of voice
• Evaluate marketing ideas and help craft a holistic story
that allows for earned potential
• Create assets and a newsworthy message track that will
enable influencers to easily and credibly tell our story
• Help build programming to extend earned potential of
• Mitigate reputational risk and anticipate/prepare for
Public relations is
the result of what
you do, what you
say and what
others say about
to increase share of
reputation within a
process that builds
“PR has ‘moved on from merely being a matchmaker between
clients and media, or simply a publicist amplifying a story line,
to taking the central role in a new world of earned influence.’”
- New York Times, Oct 21, 2014
• YouTube stars outrank celebrity in influence
• Blogosphere has grown up and new digital
influencer is emerging
• Visual storytelling isn’t just for brands –
news today is multi-media
• Social and mobile allows consumers
participation in the news story
• Greater appetite to run stories with
• Speed to publish > accuracy
The first question we ask for all new creative ideas: Is it NEW(S)? Is there a specific newness about the idea/concept or thing we
are trying to sell.
NEW(S) checklist: is the concept a FIRST of some sort? news loves FIRSTs and most superlatives – FASTEST, BIGGEST,
RECORD BREAKING, MOST EXPENSIVE, etc.
What is the balance in branding vs. entertainment vs. education? Balance talking about the brand/product and making it
interesting to the general pop is the challenge for news media. Too much brand and it is purely a paid for play.
Is it ON TREND for pop culture? Is it related to something that is breaking in popular culture or is clearly linked to a craze or fresh
What is the consumer takeaway or CTA? Will it inspire action?
How does this further, promote or protect the brand’s reputation? Does it elevate prestige or present a favorable image to the
Does it speak directly to (or with) the key target demo?
Is it based in a truth? Rooted in a human insight or behavior?
Will it get the target’s attention? Is it surprising or newsworthy to them?
Would the target take the time to share this?
Does it allow for two-way communication from brand to consumer? PR is ultimately a two-way marketing device.
Holistic campaigns that drive big PR results share some of
the following commonalities:
• Simple, unified message that works across the holistic spectrum
• Have a POV and place within pop culture
• Tell a brand story across converging paid, earned, shared and
• Inspire a conversation not just copy
Most effective campaigns start with what
consumers desire and need rather than pushing the
latest features and benefits first
PE SOAdvertising and Paid Media •
Content Amplification/Syndication •
• Snackable content
• Social-optimized content
• Social media share enabling
• Websites and Apps
• Social Media Channels
Traditional and online coverage •
Influencer relations and engagement •
Events and offline experiences•
We have an idealized view of
what a typical morning looks like.
But from the moment your alarm
rings to the second you rush out
the door, the truth is that
mornings – for the most part –
can be hard. Hectic. Stressful.
But IKEA can help.
With unique style,
calming décor and smart
IKEA can bridge the
gap between the
moment you hate and
the life you love.
We’ll show consumers how IKEA can help them
master the first 59 minutes of their day by
creating the definitive guide to making the very
most out of the first hour of the day.
We will set up the
program via a national
survey about people’s
challenges with mornings
Then gather a group of
experts, including IKEA, to
come up with the best tips
and solutions to solve
We will create a
landing page as the
go-to hub for all of
And help consumers see
where they themselves
need the most help to
have a better morning
serve as our main
Generate awareness and
intrigue through content to
provoke consumers to learn
Social amplification (paid and
organic), PR, Display (desktop
and mobile), search, and email
Show the impact of the First 59
and how it establishes the way
the rest of the day will transpire
First 59 Landing Page
Unlock how IKEA has solutions
that can help make the First 59
more successful through its
First 59 Landing Page, Social
Cement IKEA’s role in making
the First 59 successful, and
provide opportunities for sharing
*YT channel will be deployed if video content is created
**Custom quiz can be taken on media partner property (Oprah.com) and can direct users to relevant IKEA products
Our assets will
driving users to
landing page hub
• Banners on IKEA website
• Banners on Share Space
• Inclusion in e-mail communications
• Inclusion in mobile/SMS
• Inclusion in print/TV
• Enhance First :59 messaging within existing activations (Oprah Tour - Ability to
promote program on-site; Largetail - utilize current blogging partnership with
design bloggers to further extend message; url will be added to print + TV)
• Paid Social (Pinterest)
• Search (Sitelinks)
• Launch & support across all channels (Pinterest, Facebook, Twitter, Instagram,
• Content planned into editorial calendars
• Connect content to time of day
• “Preparing” Twitter chat
• Announcement (press release, media day with panelists)
• Wake-up kits to morning show anchors; morning show ambush; custom toolkits
for LMSes to replicate locally
• Custom pitches to expanded media list
• Mom blogger challenge (Mom it Forward)
The program drove strong social and earned results, with substantial
engagement across all social channels and earned coverage topping goals.
• The program drove strong social engagement across all channels.
• On Pinterest, the program drove more than 10,000 engagements and 7.3 million impressions and achieved 142,000 new followers.
• On Facebook there were more than 330,000 engagements – an average of 16,500 per week.
• Twitter users utilized the hashtag more than 6,000 times and drove more than 111,000 engagements.
• The YouTube videos were viewed nearly 50,000 times.
• Instagram accounted for more than 15,000 engagements.
Earned Media Coverage
• There were 225 earned media placements accounting for more than 46MM earned impressions, both surpassing initial goals.
• Top placements included “The Moms” on Sirius XM, Ellen, The Stir, Glamour.com and Café Mom.
Media Impressions – 40MM
Key Message Inclusion –
75% of coverage to include at
least one key message
Tone – 100% of coverage to be
positive/neutral in tone
100% are positive/neutral
94% includes at least one key
38.6MM impressions secured across
618 placements; 96% of goal to date
Activities Key Metrics
• Alyssa Milano promoted the new designs during interviews with 13 top tier
entertainment and lifestyle outlets on launch day.
• Interviews along with proactive media outreach, press release and photo
distribution have resulted in 615 placements to-date.
• Sustained social media promotion of the new line with five additional posts from
Alyssa Milano slated until mid-2016.
Total Earned Impressions
618 Total Placements
Heard on Launch Day: Earned Engagement and Program Highlights
“As a mom, I want to find things that make life
easier for other moms. These are pretty but
multi-functional. They are soft and cloth-like.
You can use them like hand towels. They have
many purposes.” - Alyssa Milano to Parent
“Viva brand came to me and asked if I wanted
to help them in designing a beautiful line of
paper towels, and I thought it was a genius
idea. – Alyssa Milano to MSN
“Milano’s Viva paper towels are not just paper
towels. They’re fashionable kitchen couture.” -
“Kimberly-Clark, of course, are the paper
product people of all time.” - Sam Rubin, KTLA
Expression of Style
Range of Uses
Key Message Inclusion
• Inclusion in paid media – heavy TV and OLV schedule for the brand
• In-store displays
Program is an example of how PR can lead the idea, but planning with
other channels requires time
Old El Paso challenged Ketchum
to mobilize taco fans and drive
sales through awareness of a new
product: Cheeseblasted Taco
Shells. We had to engage moms
who want to become “bold” and
taco influencers who frequent the
Taco Tuesday conversation.
To liven up taco night, Old El Paso
and Ketchum created the
#Cheeseblasted campaign to
bring a bold, cheesy taco
experience to consumers.
Winning Over Consumers with Cheesy,
Ketchum developed an integrated PESO (paid, earned, shared, owned) media
approach to drive awareness, consumer engagement and ultimately purchase
across multiple channels.
Ketchum secured an earned #Cheeseblasted campaign exclusive multiple
national outlets and partnered with Zach King, an influential Vine “magician”,
to create highly shareable videos, which was re-vined more than 2,000 times.
Ketchum filmed and edited custom cheeseblasted Vine videos of target-right
nostalgic items being cheeseblasted; designed, built and launched the
cheeseblasted microsite and photo sharing app; and created custom Old El
Paso #Cheeseblasted teaser tweets, images and GIFs for hundreds of
consumers and select top-tier reporters to drive online engagement and buzz
for the campaign in advance of the official launch.
For the campaign launch, Ketchum created a cheeseblasted microsite packed
with shareable features including a Get #CheeseBlasted photo-sharing app,
cheesy branded videos and recipes for the new cheese-blasted taco shell.
The campaign created such excitement that the
product flew off store shelves for weeks post-launch
and was a nationwide top-selling item at Walmart.
Ultimately, the #Cheeseblasted campaign reached
taco fanatics and target consumers alike for 8.34
million PR and social media impressions, 76% of the
11 million impression goal with an entire month left
in the campaign.
Old El Paso:
Old El Paso Gets
We are the agency that… started a #CheeseBlasted Revolution… helped Old El Paso increase market
share of cheeseblasted taco shells XX percent... made Old El Paso an social namesake through an
integrated PESO campaign that helped product fly off the shelves… and an influencer’s hero, bringing
thousands of #TacoTuesday Talkers together to become #CheeseBlasted.
Partner in Results | Section Three |
Hinweis der Redaktion
The definition of our discipline is still being written. It’s changing at unprecedented rates – think about how differently you consume information and content today vs just 5 years ago. As a result, the landscape of influence is quickly evolving so HOW we earn and manage influence is on the same trajectory. It’s particularly true when we apply PR to brand marketing.
And that’s what we’ll focus on today – inspiring trends and key learnings on HOW to effectively unleash PR to build brands.
Here’s why we think it’s important to bring earned into the mix. Earned coverage and shared content delivers more credibility and impact on attitudes than many other elements of the marketing mix. While this particular stat is specific to the US, we see this as a common truth for earned globally.
A survey of 1,500 U.S. teens commissioned by Variety in 2013 found that the five most influential figures among Americans aged 13 to 18 are all YouTube stars. The research also determined that YouTube stars score significantly higher than traditional celebrities when considering the characteristics most likely to influence purchases among teens.
Blogosphere is far more complex as it matures – ecosystem of review/deal bloggers, storytellers/life bloggers, maker bloggers, topical bloggers; 1:1, networks and agents expands rules of engagement
Digital news organizations are hiring a mix of legacy and non-legacy journalists, with a clear emphasis on new storytelling skills. Increasingly, editors of digital natives say they are hiring younger staffers with better digital instincts and skills. “The training of traditional journalism is not perfectly suited to what digital audiences are looking to read.” One area of expansion in 2013 was online news video.
Social and mobile developments are doing more than bringing consumers into the process – they are also changing the dynamics of the process itself. New survey data released that half (50%) of social network users share or repost news stories, images or videos while nearly as many (46%) discuss news issues or events on social network sites.
Shifts in media landscape have direct impact on the stories told – pressure to drive consumer comments and compete with acceleration of news cycle means need for controversy in stories and sacrifice of accuracy for speed to publish
This is our cheat sheet of questions we ask when developing and evaluating creative ideas for PR.
Consumer access to information greater than ever before – as a result, they are flooded with branded content. It’s hard to be heard.
To break through, brands must be more concise and consistent. The message for your internal audience should be repeatable to an external audience. Employees are key advocates. The stronger the narrative the more it spills over and reinforces other channels. And you need to be able to deliver that narrative in a text or a tweet.
Consumers may receive more than 3,000 branded messages a day but then multiply that by the enormous volume of sharable pop culture content. Culture brokers like Jimmy Fallon and Beyonce are competing for the same mindshare with your consumers.
PESO is the new integrated marketing currency. It enables brands to story tell across the spectrum. For our function, we approach campaign ideas with earned content at the core, but we recognize the huge potential of an idea when communicated across the full paid-earned-shared-owned spectrum.
To earn influence, we have to translate our message in a conversation that influencers will drive for us. Truly integrated campaigns synchronize a branded experience across every consumer touchpoint. For PR that means ensuring the message at the core is equally compelling conversation as it is copy.
Survey: Deploy a national Omnibus survey to identify the most universal and compelling morning fails
Identify demographic data points comparing and contrasting morning rituals, habits and routines when it comes to everything from personal grooming to parenting
“What is the biggest cause of stress in the mornings?”
Leverage data with key national media at program launch
Use research to identify “tips and tricks” areas for panel members content
Experts: Engage a panel of experts (3) with their own social media platforms to help our target navigate the “First 59.”
Panelists will have a mix of expertise in design, parenting, organization, efficiency, organization, etc. A representative from IKEA will serve as part of the panel; additional sample panelists include*:
Vera Sweeney, Lady and the Blog
Melanie Edwards, ModernMami
Timothy Dahl, Charles & Hudson/Built by Kids
Panelists will provide content (tips) for the program and promote the program via their social platforms and/or their blogs. Panelists may also participate in IKEA social activations (i.e. Twitter party) during the program.
Landing Page: Create a landing page of IKEA-USA.com that houses all of our First :59 content, including:
Morning routine tips from our panel
National survey result highlights
Bed/bath imagery and links to bed and bath pages on IKEA-USA.com
Link from quiz partner (Oprah.com) to IKEA
IKEA FAMILY sign up
Help Consumers: Develop a custom quiz for consumers that relates to their morning routines; results link back to relevant content on our First 59 hub
Taps into popular trend
Highly shareable via social media
Work with an existing media partner (Oprah.com) to create and execute the custom quiz on their property
Quiz will live on custom destination exclusively for IKEA
Pinterest: Create dedicated First :59 board on IKEA USA Pinterest page
Integrate within current Pinterest fans; take advantage of organic traffic and high engagement rates
Pinterest content endemic to First :59
Establish a creative/visual template that the IKEA pin team can use to publish panelist tips on the board
Cross-pinning to and from our panel and other relevant boards will extend our audience, increase awareness, and encourage user interaction with IKEA tips and imagery
Proposed content (Recommended)*
35 Original Tips
3 Blogs per Panelist on Personal Blog (9 Total)
10 Pinterest Posts per Panelist on Personal Board (30 Total)
25 Re-pins from other IKEA boards
1 Twitter Party invite
Possible content from “Mom It Forward” Partnership (As Needed)
Re-pins from fan boards (As Needed)
Brand objective: Drive penetration of VIVA amongst target in highly undifferentiated category
-Borrowed interest and story voice of former star, mom and designer