Online Advertising

In cooperation with event host Mike Flaskey Entertainment and event title sponsor CMR Construction & Roofing (CMR), The Pollack Group coordinated marketing and public relations efforts for the Ragin Country Crawl, a one-night-only benefit concert with proceeds benefitting Hurricane Relief efforts across Louisiana. Headlined by country music star Lee Brice, and taking place at the CAJUNDOME in Lafayette, Louisiana, the event brought together country music fans from Louisiana to raise money for charity, bring awareness to hurricane recovery efforts, and have an evening of country music for diehards and new fans alike. All ticket sales revenues went directly to six local organizations working to support hurricane efforts following Hurricane Ida and other recent natural disasters in Louisiana.

The agency handled event marketing and public relations across numerous channels to drive event and sponsor awareness within the Lafayette market, as well as markets across Louisiana. This included coordinated social media marketing (organic and paid), radio, community outreach, content creation, branding, and website development efforts for the event. Additionally, the agency teamed with Worldcom Public Relations Group partner Deveney in New Orleans, Louisiana, to coordinate in-market media relations efforts, securing important television and radio placements for Lee Brice, CMR, and Mike Flaskey Entertainment’s senior leadership.

A seven-weeks campaign resulted in a memorable concert, featuring Brice and fellow country stars Randy Houser and Colt Ford. From event inception to the concert, the agency helped drive ticket sales and event attendance through grassroots tactics including local market tailgate and football game ticket voucher giveaways, working with the artists’ teams to create curated social media content promotions, coordinating with local first responder and veterans’ groups for ticket giveaways, and integrating the event’s website, social media, TV, radio, and public relations together into a promotional campaign for an important charitable cause.

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With the passing of the California Assembly Bill 218 in October 2019, the filing deadline for lawsuits pertaining to the victims of childhood sexual abuse was extended an additional three years (however, the statute of limitations for the case of sexual abuse is still for the full lifetime of the victim).

Pearson, Simon, and Warshaw LLP partnered with Boucher LLP to seek out childhood sex abuse victims in order to investigate claims against individuals and institutions within the Catholic Church, religious institutions, school districts, Boy Scouts, Girl Scouts, Hollywood, and the entertainment industry. To assist these firms in finding victims within the state of California, the agency developed and launched a full, multi-tiered lead generation campaign.

The Pollack Group began the campaign by developing and launching a website for victims to learn about California Assembly Bill 218, as well as the law firms' partners who will be representing them, and what the contact points are for users to email or call for more information. Additionally, over 1,000 profile pages of abusers with their published information from court documents were created for the website. The agency also produced a commercial shoot with Raymond Boucher explaining the Bill and how the class-action lawsuit settlement against the Catholic Church in California will help victims. Finally, a 12-month online ad campaign was created, which managed to seek out leads of victims through Google Ads, Facebook, Instagram, and YouTube, including geotargeting the cities outlined in the Catholic Church settlement case.

The campaign successfully added clients to the law firm's class-action lawsuit, keeping the clients' security and confidentiality intact.

Farming isn’t easy. To be successful, today’s farmer must be a master of many things. Enter XtremeAg.farm (XA), a community of highly successful farmers providing unparalleled access to their experiences, successes, failures, advice, and expertise. 

To launch the new online community, XtremeAg retained the agency to handle the production and editing of their digital content library, which includes articles and videos on farm equipment, strategies and tips, maintenance, inputs, agronomy, and many more topics. The agency’s LAB186 content production studio counseled on XtremeAg's website, segmenting hundreds of unique pieces of content, while setting up a member portal for XA’s subscription-based model. In addition, the agency worked with XA's expert farmers to acquire, edit, and distribute real-time field reports to create a steady flow of engaging content to subscribers nationwide. To raise awareness of XA’s offerings, the agency also developed XA's social media channels through organic and paid social media marketing strategies. 

Inspired by the works of 29 Irish artists and designers, Curator’s 144-color collection is a blend of ultra-premium quality paint with stunning colors, infused with native Irish art and design. The agency was charged with content creation, paid social and PPC to support the U.S. debut.

The agency developed a paid social and PPC program that targeted consumers according to their motivation and knowledge levels in order to drive brand awareness, brand education, brand comparison and eventual conversion. A discovery and retargeting campaign were executed, and the subsequent data served as a roadmap for the consumer journey, as well as for creating content that resonated.

The agency analyzed the engagement and response data. It uncovered a messaging and content code for taking a target from the top to the bottom of the conversion funnel. Successful conversion codes were replicated repeatedly and used to target both vertically and horizontally scaled audiences. The process of intensive targeting and comprehensive data analysis yielded insights about the Curator audience of prospects and helped guide future rollouts. Online engagement levels increased sharply in key markets and all retailers reported a significant increase in foot traffic and customer awareness of the Curator brand.

To attract new game players to the world’s favorite social gaming app Bingo Blitz and its in-game feature, Blitzy’s Trattoria, the agency conceived and created a large-scale online recipe contest to unleash the “buzz.” We built a website with a fully-functional bingo game where visitors could participate and receive a random selection of ingredients for a submitted recipe. Subsequently, to trigger a lead generation push, we produced a Facebook Live event video, using sophisticated visual effects that called out random ingredients from a Bingo machine. To drive contest participation, we added digital and social media marketing and public relations components and produced a video with celebrity chef Ludo Lefebvre in his award-winning restaurant, cooking the recipes of the three selected finalists and selecting a grand prize winner. Campaign results? 175,000+ page views; 342,464 people reached through a call for entries video; 82,997 new engagements; 13,407 bingo players and 4,378 recipe submissions received. The chef's video alone reached 663,383 and raked in 88,025 engagements.

The world’s favorite social gaming app, Bingo Blitz, needed to attract new game players and increase the excitement of existing players for its in-game feature, Blitzy’s Trattoria with a recipe contest. The agency conceived and implemented a large-scale recipe contest to deploy online to generate buzz about the game and also to attract new players through a variety of lead generation tactics. PPMG built a website from scratch with a fully-functional bingo game, where visitors could then play to get a random selection of ingredients. PPMG planned, produced, and edited a Facebook Live video using sophisticated visual effects to call out random ingredients from a Bingo machine. The Bingo call video reached 342,464 people and collected 82,997 engagements. Following that, participants were invited to submit recipes with those random ingredients. We collected and managed recipe submissions and participant communication through a robust lead-generation CRM that we modified, customized and implemented specifically for the program. Finally, we produced a video with celebrity L.A. Chef Ludo in his award-winning restaurant who cooked the recipes from three finalists and chose a grand prize winner. The chef's video raked in 88,025 engagements with a reach of 663,383. We used a variety of digital marketing, social media marketing, and public relations tactics to drive participation in the contest resulting in 177,396 pageviews, 13,407 bingo players, and 4,378 recipe submissions. The winner? A beautiful freshly-grilled salmon.

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The City of Santa Monica needed to better understand the community for more informed policies and community initiatives, but realized that it lacked the right type of data. So it set out to do something that had never been done before: integrate the science of wellbeing into the foundation of the local government. The core of the Wellbeing Project, the city’s winning entry in the Bloomberg Philanthropies Mayor’s Challenge, is a comprehensive index of analysis developed in partnership with renowned research firm RAND Corporation and New Economics Foundation. The agency worked closely with the project to distill and communicate the data for public consumption, consulted on website development and to assist in strategically implementing change within the city based upon findings. The launch of the index solidified the city’s thought leadership platform in sustainability and health and wellness.

Before the global water scarcity and drought crisis reached its present fever pitch, the 75-year-old irrigation manufacturer understood that it faced a potential environmental crisis perception — simply for being an irrigation company, which carried an implication of wasting water. The agency positioned the company as a thought leader in water conservation as it relates to the lawn and garden industry, and created a new campaign coined “The Intelligent Use of Water.” We developed a roadmap for a sustainable, multi-pronged program with multiple touch points that included industry white papers, bi-annual Intelligent Use of Water global summits, film competitions, awards programs, partnerships, grade school curriculums, Tournament of Roses Parade participation and more. Its position as an industry leader in landscape water conservation insights, was solidified.

The face of advertising fundamentally shifted with the success of native advertising, but not without kickback from the industry. Native advertising pioneer, MGID, although globally successful, needed better access to the competitive US marketplace.  MGID had to first deliver the message that it drives authentic traffic to websites, ethically. The agency introduced them to the trade group IAB, where they worked with industry leaders on developing ethical and technical standards for native advertising.  Subsequently, we placed op-eds and articles in high profile advertising trades, to persistently combat negative stigma as well as position MGID as an expert on profitable advertising. We also leveraged MGID published data and survey results that keyed into entertainment trends for placements in that industry trades. MGID has grown to be a force of influence in the advertising marketplace and a thought leader on native advertising for advertisers, publishers, and consumers.

More than 40,000 commuters drive through Century City every day, causing tremendous traffic congestion in Los Angeles. The Century City Transportation Management Organization (CCTMO) was organized by area business leaders looking to increase awareness of the benefits of alternative transportation.

We created a commuter’s resource platform, Commute 90067, and launched an awareness campaign about the benefits of alternative transportation for commuting. The platform efficiently charted out bus routes, paired carpoolers and organized vanpools.

The Commute 90067 campaign included traditional and digital advertising, transit and street pole advertising, street team marketing, incentives, and events. Additionally, we developed partnerships with commercial real estate companies and their business tenets to communicate Commute 90067 to their staff through meetings and incentive programs. The extensive awareness program enabled CCTMO to reach its goal of reducing traffic into and out of Century City by 12,000 cars.

Setting their sights on redefining backyard water fun, a category that had become mostly stale in regards to innovation, Bestway North America’s new H2OGO! brand of backyard water slides was poised to transform the industry. Their slides, equipped with an inflatable speed ramp that propelled riders on an 18-foot track ending in a super soaking in the splash zone and could also eliminate the “bellyflop ouch,” were the perfect trigger to generate the desired media campaign buzz. Targeting mom bloggers, national print, and broadcast media, as well social media influencers, the agency bombarded all with imaginative and inventive story angles and contests. The campaign triggered TV broadcast airings and radio segments, and increased engagement on social media properties and print and blog stories — generating over 104, 268, 341 media impressions in a period of 4 months.

Crucial.com, a division of Micron Consumer Products and a leading online retailer specializing in computer memory upgrades, needed to increase awareness of their do-it-yourself memory upgrade as an easy solution for computer problems that plague consumers on a daily basis. In Phase 1, we utilized consumer survey research, satellite and ground media tours, media mailers, infographics and aggressive media relations strategies, to speak to the computer-induced frustration and stress that results from an underperforming computer, with the easy solution, of course, offered by Crucial.com. In Phase 2, the agency commanded audience attention through creative campaigns such as “Love Your Computer”, “Get Tough on Your Computer”, and the nationwide search for the “Official, Unofficial Office Computer Go-to Superstar” – and resulted in over 100 million media impressions.

National Public Gardens Day was all about fostering public programs, resources and educational initiatives to instill the importance of environmental preservation and landscape water conservation. In partnership with American Public Gardens Association (APGA), the agency created an annual National Public Gardens Day to inform of the vital role of APGA’s more than 500 gardens and arboreta in promoting environmental stewardship, plant and water conservation and education. On-the-ground agency partners were tapped in five markets to stimulate local interest and support a national media outreach program. On the pre-celebration day a Satellite Media Tour was launched together with a government outreach program and an expansive social media component. The result was a staggering. The 782 million media impressions promoted ecosystem management and the efficient use of water.

Strict regulations, required compliance and data security concerns have kept financial services technology in the stone age, for innovation is very risky and costly. Docupace’s turn-key Straight-Through Processing product eliminates those challenges. The company needed to raise awareness with a very niche audience and tapped the agency to develop a long-term comprehensive public relations and digital marketing strategy that would rebrand it as a cyber secure and compliant financial tech firm. We redesigned and implemented a new website, coordinated an advertising campaign, built content marketing, including strategic native advertising, and launched a thought leadership platform — all targeting the C-suite of financial services. Docupace entered the marketplace en force and saw strong growth in the marketplace. Docupace became a trusted FinTech leader for financial services firms.

With more than 2.5 million men and women serving in the armed forces and more than 4 million family members, the troops and their families depend upon the USO for critical programs and support. While the USO thrives through donations from major corporations and strategic partners, the agency, as their agency of record, saw an opportunity to tap an under-represented source of income through grassroots individual fundraising. Events such as Barbecue for the Troops, (leveraging the quintessential summer backyard barbecue), and Dance for the Troops, targeting school dances and New Year’s galas, were designed to mobilize individuals into throwing fundraisers in their local communities. Each campaign was supported with media relations, strategic partnerships, and organizational outreach.

When Sanyo Corporation tapped the agency to introduce their new Xacti Sound Recorder, we recognized that adoption without trial first would be near impossible; after all, the market was already flooded with recorders that claimed to be the best. So we targeted musical influencers to review the product and encouraged them to spread the word within their own networks to advocate for the product and brand organically. We reached out to musicians across all music genres, from rock to classical, music educators, songwriters and performers. After that, we engaged music fans and consumers through an agency-designed microsite and online contest. In just four months, 50 media outlets requested the unit for review well before the product even rolled out to market.

The challenge for Luxe Hotels was to design an experiential and lifestyle synchronized communications platform that was workable for both Luxe Hotels (branded properties) and L.E. Hotels, a collection of premier independent hotel properties worldwide, across 31 countries. Multi-channel digital communications streams had to work in concert with each other regarding overall positioning and messaging, and needed to be dynamic by design, addressing different audiences from various angles. The programming was designed to be foundational and sustainable, as the brand expanded. We implemented an overarching brand platform and specific programming per business unit, that included a Brand Share of Voice and Consumer Engagement as well as Partnerships and Quarterly Engagement, Influencer Marketing and Special Promotion programming that would be tied to seasonal happenings, news cycle or opportunistic events.

The company that first introduced drip irrigation technology to the world over 50 years ago, needed to expand its presence in both traditional and new crop markets as farmers were increasingly faced with drought conditions and decreased access to water. Netafim looked to the agency not only to bolster its media relations and marketing programs, but also to pave the way for a transformation of the way the company positions itself and its product offerings. The agency has been instrumental in helping Netafim restructure its dealer incentive and marketing program, forge relationships with key agricultural and environmental influentials and academics, develop sales and marketing tools, as well as conceptualize and execute marketing and advertising campaigns for the landscape and agriculture divisions.