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.
As the COVID-19 pandemic heavily impacted the rental car economy, the agency helped Avis Budget Group launch an exciting and forward-thinking coalition designed to enhance the cleanliness and disinfection of its rental facilities and vehicles. ABG in partnership with the coalition announced the Avis Safety Pledge and the Budget Worry-Free Promise, raising the bar for cleanliness, disinfection and safety in the rental car industry.
The Pollack Group helped execute and drive awareness of this first-of-its-kind partnership. In addition to crafting and coordinating the announcement strategy, TPG’s team provided counsel on social media content, and TPG's LAB186 edited together a B-roll package to offer media outlets reporting on the safety partnership. The Pollack Group’s press outreach included strategic media placements securing more than 137 million earned media impressions for the Avis Budget COVID-19 Safety Coalition, including interviews with CNBC’s Power Lunch, Bloomberg, Yahoo Finance, LA Times and AdWeek, with syndication across MSN, Business Travel News, and major US market newspapers highlighting ABG as deploying innovative solutions in response to the global pandemic.
As the agency of record for Diamond Resorts’ CEO, Mike Flaskey, the agency attended the 2020 Diamond Resorts Tournament of Champions in Orlando, Florida to assist with on-site social media content production. This included capturing photo and video content from the tournament, the first event of the 2020 LPGA season. The tournament also featured celebrity golfers competing alongside LPGA pros, including former Bachelor Ben Higgins, comedian, Larry The Cable Guy, NFL star Larry Fitzgerald, actor Michael Pena, actor Alfonso Ribeiro, Diamond Resorts CEO Mike Flaskey, and eventual winner, and MLB Hall of Fame pitcher, John Smoltz. The agency was especially focused on content supporting Flaskey, all aimed at boosting his social media impressions, reach, cadence, and follower growth leading up to, and during, the week of the tournament. Results included Flaskey’s four best-performing Instagram posts to date, over 17,500 video views on Flaskey’s Twitter posts, and high engagement on posts around Flaskey’s new branded apparel line, which donates all net proceeds to charitable causes.
Bingo Blitz, the world’s #1 bingo mobile app, enlisted Sprinkles Cupcakes founder Candace Nelson as both a spokesperson for the game and also a character in the game. Bingo Blitz developed a new game feature where users will be able to tour across Europe in Candace’s food truck to earn more points to play Bingo. In order to finish the game’s development and to create social media and marketing assets, Bingo Blitz hired the agency’s LAB186 to produce all need video and photographer assets. The agency used its green screen studio to produce footage and photos that will be used within the game and also on social media to promote the game and the new game feature. Production included pre-production planning, prop acquisition, production budget management, green-screen shooting and color-correcting, as well as production management with the client.
Pocketmath, the world's largest mobile audience network, tasked the agency with helping tell its story and vision, as well as positioning the company as an innovator and leader in the industry. We identified and quantified audiences and developed a messaging infrastructure designed to align brand voice and value proposition with specific audiences. We expanded marketplace awareness of the brand, as well as its value proposition in the trade markets. In the specific verticals that Pocketmath services, we implemented a long-term drumbeat for company milestones, announcements and features in trade and industry outlets. We also expanded awareness of the company’s CEO as an entrepreneurial leader in innovation in the adtech space and established her as a resource to industry journalists. As a result of our work, Pocketmath transitioned from being relegated as a DSP, to being recognized as a pioneer in audience networking, thereby broadening its strength in the global marketplace.
For more than 90 years, Barco Uniforms, a leader of design innovation in the premium professional apparel industry, has been true to its mission -- to honor and serve those who serve others.
Barco initially retained the agency to increase its earned media coverage. However, our relationship has evolved into a true partnership. We have been instrumental in developing consumer and influencer campaigns to increase brand awareness – specifically, for Barco’s popular “Grey’s Anatomy” and Barco One sub-brands – and tell the company’s story in a compelling way. The agency also filmed and produced a video series to highlight Barco’s partnership with The Living Desert Zoo & Gardens. And most recently, in the age of COVID-19, we launched a media relations campaign to promote Barco’s scrub donation program, in which the company pledged to donate 10,000 scrubs for each month of the pandemic. The agency’s efforts have resulted in more than 3.6 billion media impressions worldwide.
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.
LEO, a U.K.-based entrepreneurship and leadership marketing company, leads thousands of members from all over the globe toward personal and professional success. The immense, but tightly-knit, community meets online to share resources and grow with one another. It takes a village to manage all of the social media properties and disseminate information to members while at the same time attract other entrepreneurs to become members. The agency serves as that village, managing all levels of the many social media properties that support LEO’s many organizations and companies including digital currency organization LEOcoin and crowdfunding platform LEOcrowd. A healthy mix of organic and paid social with concurrent influencer marketing creates a broad ecosystem of touchpoints and interactions for members and prospects alike.
As the creator of the corporate housing market in the 1960s, Oakwood is the leading global accommodations solutions provider helping business and individual travelers with all of their relocation needs. The company looked to the agency to elevate its brand awareness and position in a rapidly changing travel marketplace. With a robust pipeline of branded property deals and new developments coming over the next few years, Oakwood has tasked the agency with overseeing local market PR needs throughout the Americas, EMEA and APAC alongside our partner agencies within the Worldcom PR Group. The agency also works to establish Oakwood and its senior executives as thought leaders within the travel and long-term housing solutions industries, from setting up C-suite interviews to identifying and carrying out trade show activations. In addition, the agency manages Oakwood’s media relations and social media content strategies, aligning and optimizing the company’s external communications.
When GoodJanes, a beauty company using naturally derived ingredients to promote health-conscious options for its users, came to the agency, it tasked it to build and drive awareness and interest to promote sales for its new beauty and makeup product, the Kiss My Lash Mirror, a patented triangulated mirror. To first promote consumer engagement with their product, we audited their site for SEM and SEO and for navigational ease. Subsequently, we made recommendations for changes and, simultaneously, the agency’s LAB186 created video assets to use on the GoodJanes website and social media platforms. Moving on to editorial media, we targeted beauty and lifestyle beats and influencers offering immediate product trial to each and suggesting to hundreds of influencers to create social media posts and reviews in their blogs and on YouTube videos and include them in holiday gift guides. The results were vast, across blogs, social media platforms and media -- such as being on Daytime TV and The Lifestyle List “Fall Beauty Must Haves” segments and making the Luxe List’s “Fab Fall Finds” segments across U.S. markets, among others.
As a generational shift occurred, and younger farmers transitioned into the decision-making role, the company that first introduced drip irrigation technology to the world over 50 years ago found themselves on the outside looking in when it came to reaching this new generation of growers. Netafim USA looked to the agency to help them reach this group of elusive young farmers more effectively. After developing a library of creative content and key messaging, the agency utilized a social media funneling technique to find an audience of potential customers with an interest in drip irrigation. Employing data reaped through paid social media, and website analytics, the agency tailored communications designed to appeal to certain customer groups and in turn, move them from brand awareness, to product consideration to consultation and eventual purchase. The knowledge was then used to create a blue print for micro-targeting of certain farming regions with location specific content. The multi-tiered campaign resulted in a significant increase in qualified leads and sales.
In anticipation of the 2028 Summer Olympic Games in Los Angeles, USA Triathlon became the first sport to begin preparations and training for the Games. As such, the team sought out the agency to build enthusiasm for their first Los Angeles-area race, the Legacy Triathlon. The agency promoted USA Triathlon’s news that it will launch a series of annual races in Long Beach on the very site of the future Olympic course – where the next generation of Olympians will be presented.
The agency facilitated several partners and supporters, including the City of Los Angeles and the City of Long Beach, and brought local, national and international media attention to the unveiling of the Legacy Triathlon, while also streaming to an online audience through Facebook Live.
When Blink Health, a technology platform that consumers use to get their medications at lower prices, turned to the agency to support its new campaign offering prescribed medications for free, we chose to focus on visual assets. We developed two videos: one for use at launch, to support news- and social-media outreach, and another one a couple of weeks later to reinforce messaging.
The first video was shot at Blink’s offices in Soho and involved all of the company’s employees, showing their enthusiasm for the important ways the company helps patients. The second, a stop-motion treatment, boosted awareness of what Blink Health can do. The videos were a hit on social and helped drive traffic to Blink Health’s site and increased users of its innovative app.
SodaStream has become synonymous for disruptive marketing video campaigns. April Fool’s 2017 was no different, with the agency playing an integral role in the development, logistics and coordination and media distribution of the launch of a new faux brand of condensed sparkling water by Paris Hilton: NanoDrop. We helped develop the initial concept that led to the creation of NanoDrop and secured Paris Hilton to appear in a spoof video that conveyed brand messages. In addition to acting as a liaison to secure Paris for the campaign, the agency coordinated negotiations between talent managers and PR reps, agents and SodaStream—as well as exclusive media interviews with Paris’s team, agency partners and SodaStream corporate HQ in Israel. The PPMG team was also responsible for drafting talking points for Paris’ interviews, creating a global press release announcing the gag, and arranging for global PR coordination. On launch day, the PPMG team conducted outreach to health & wellness, marketing & advertising, food & beverage and corporate business verticals, securing more than 712 million media impressions.
Before tattoo-brightening beauty product Tatul tapped Kickstarter to crowdfund the innovative new skincare tool, they needed third-party endorsements and testimonials from their target audience: Millennial women. Since evaluating a product means trial, we created a special vetting process to identify the best possible online beauty and cosmetic influencers who would spread the word about Tatul. The criteria designed to vet participants was by influence, ranking, size of social networks and views. Some of the most influential tattooed Millennials on the web landed on our influencer list. We then invited hundreds to participate and create social media posts, videos, tweets and blogs about their experience using the product. Armed with several high-quality placements from influencers in their target demographic, we were able to re-purpose them to help add credibility to their Kickstarter campaign.
The Santa Monica Pier, the West Coast’s last remaining pleasure pier, turned 100 years old. Its rich history conjured up nostalgia of a bygone era. When called upon to awaken memories, our agency brought it all back by engaging the surrounding community as well as national and international tourists as part of the celebration. We launched a nationwide online and offline media blitz focusing on the iconic pier’s legacy and its value for future generations, as well on a series of celebratory events such as the SideShow at the Pier, Schools Out!, La Monica Ballroom Redux and Centennial Day, to gain exposure and get a myriad of stories out about the pier. Social media outreach alone netted an estimated 3 million impressions plus 400 million media impressions.
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.
Punto 2012, a Mexico City-based company with years of experience in online marketing and SEO for restaurants, quickly realized that the .com space was too crowded; the search for restaurants was too difficult if they had long, complicated domain names. They saw a need for food-related businesses to form their own Internet “neighborhood” and from there, bought the .REST and .BAR domain names; .REST is the abbreviation for “restaurant” in more than 30 languages and more than 50 countries. We developed and executed an aggressive media relations strategy and thought leadership platform, coordinated with the agency’s Worldcom partners in six countries. Additionally, all partner agencies sought strategic partnerships with influencers, such as food bloggers and TV hosts, and restaurant associations across the United States.
PowToon, a software that puts the power of animation into anyone’s hands, took its latest interface deep into the Hadza region of Tanzania to see if people who have never been introduced to technology can create cartoons. They found animation to be a universal language and a strong tool of communication. The resulting two-minute video, released on PowToon’s blog and social media channels was geared to influence the influencers about the power of animation. It chronicled their journey, which began with a desire to test the software’s ease of use with the world’s most isolated tribe platform, and evolved into an exploration of the human spirit and the unifying power of communication through art. Of note, the PowToon explorers learned about Hadza’s serious healthcare issues facing the region and were able to connect them with local doctors who previously had been unable to reach them. The agency counseled PowToon on the release of a video and used it to raise awareness for the power of animation and how technology can bring people together.
Recognizing that in today’s marketplace, a global reach in sales, marketing and distribution is essential for any property’s success and growth. L.E. Hotels, a hospitality brand that represents a “limited edition” collection of independently owned and operated properties, reached out to the agency to create a program that would link all of its properties across 18 countries through a global marketing program, and support each individual property’s particular needs and challenges. The program included quarterly regional promotions, trade and local media relations, blogs, newsletters brimming with company and member news and travel/tourism trade shows, as well as social media and native advertising. We also sought out Millennial-focused media outlets and scheduled editorial desk side briefings as a way of maximizing the individual property’s visibility.
Making a film for a green cause requires an imagination…and talent. Long before it became common practice to crowdsource for talent online, we tapped social media to invite filmmakers around the world to enter Rain Bird’s Intelligent Use Of Water competition for the best short films that would portray the urgency of the global water scarcity issue. The experiential campaign included a microsite and digital communications to engage Millennials on Twitter, Facebook and MySpace. We tapped into online forums for filmmakers. Grassroots efforts included street teams sent to 40 schools nationally to promote the competition to students, film professors, and with the American Film Institute and American Cinema Foundation. We received 87 film entries in three months, showed finalist films at a guest-only LA event and awarded monetary prizes for top winners.
When the nation’s leading supplier of massage chairs looked to us for a strategy to showcase the company’s newly re-branded consumer product division, we started by maximizing visibility of Human Touch and its award-winning HT-7450 Zero-Gravity Massage Chair at key technology and design trade shows that focused on wellness, design and technology. At CES and Las Vegas Market, we played into the weariness of trade show participants and attending media, and engaged national broadcast media outlets to take a moment to “experience” the H-7450 massage chair themselves. Our national public relations campaign completely re-focused media perception of the product category itself — massage chairs — from just “simple comfort/luxury indulgence” to essential lifestyle,health and wellness.
High school students have traditionally relied on college counselors to guide their futures. Enter Destination-U (D-U), an online higher education-matching service aimed at the mass college-bound Millennial audience that analyzed students’ unique needs and attributes. We needed to establish credibility for the developer and CEO, Toby Waldorf, a certified college consultant, as well as tout D-U’s innovative research and proprietary algorithms that made it a valuable tool. So we “piggybacked” onto national news about declining college graduation rates and conducted a satellite media tour, and developed a content strategy that included social media, digital and word-of-mouth communications and a mat release program focused on matching students’ personal college satisfaction metrics vs. searching just for traditional college attributes. We also penned several op-eds under Waldorf’s byline.
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.
When the city of Beverly Hills, renowned for its special glitz worldwide, turned 100 in 2014, it wanted to celebrate in a big way. A block party was staged on Rodeo Drive, creating a family-focused experiential event replete with a commissioned birthday cake by agency client Luxe Rodeo Drive Hotel, created in partnership with famed pastry chef Donald Wressell of the Guittard Chocolate Company. The staggering 4,000-pound chocolate cake that depicted Beverly Hills City Hall and Rodeo Drive served 15,000 people, which generated hundreds of millions of earned media impressions as well as social media mentions. To build up momentum to that day, we “seeded” media stories, planned mini events, held a cake-tasting preview for media, showed off with a 3-D model of the cake design and shot a video of the “making-of-the-cake” — a time-lapse video that wowed viewers around the world when released.
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.
When Bel Air Investment Advisors, an industry leader in providing investment advice exclusively to high net worth individuals, families and foundations first came to the agency, their major concern was about controlling PR messages. A thought leadership platform was established that would allow for Bel Air Advisors to be viewed as a media resource. As such, through quotes, there would be more consideration for controlled coverage. The challenge was to identify what was the particular “own-able” expertise of each portfolio manager and match it with targeted media sectors; and then leverage it to the financial and business news cycle, building in the process, a base for long-term media relationships. The strategy worked. As breaking news in Bel Air’s sector’s crossed the wire and we were able to leverage Bel Air’s media reputation to present them as “the expert you want to quote.”
To broaden Al & Ed’s, California’s largest mobile electronic retailer, past that of a specialty retailer, we sought out cooperative brand partnerships that offered a new distribution channel for visibility. We designed multi-channel marketing programs that would reach audiences of both entities, and focused on raising awareness for high profile vehicle customization to support both new franchisees and customers. We secured a 2-year “Back-up to School Safely” program, where Ralphs shoppers who purchased 7UP products were automatically entered to win one of 50 Back-up Safety Cameras. As part of the promotion, Al & Ed’s ran safety clinics and displayed vehicles at prominent Ralphs locations. We also partnered with the California Highway Patrol, FREE-FM’s Adam Carolla Show, Santa Monica Subaru, Raging Waters and the Make-A-Wish Foundation.
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.
Fiesta Parade Floats (FPF), a 35 year-old builder of parade floats for the annual New Year’s Day Rose Parade, had kept a relatively low profile despite having assembled a team of world-renowned design and floral technology experts. We leveraged every opportunity to maximize media exposure by expanding the focus beyond the parade itself and on to the development of the floats from the float design and construction process through the final pre-parade flower decorating. Over five years of working with the local, regional and national media — the last week of the year, working from 4 am to almost midnight, daily — FPF was catapulted into the limelight by an enchanted media.
The Santa Monica Convention and Visitors Bureau (SMCVB) wanted to brand its city’s as California’s quintessential beach city as well as a world-class travel destination. Moreover, it wanted to entice worldwide tourists to visit Santa Monica, and have them increase their visitors’ stay, thereby promoting expenditures and supporting local establishments. Specific programming for specific audiences was created, such as the “Fun in the Sun” and the “Endless Summer” as travel and tourism promotions; “Sandy Monica” Mannequin promotion, in support of the new Santa Monica Place opening; the “Surfing Santas” promotion in support of the holiday season; a “Blogger Beach Contest,” as well as group FAM Trips for culinary media, bloggers, among others. A media outreach blitz triggered 400 million national and international.
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.
As a company, SodaStream is synonymous with innovation. The agency focused on this innovative trait to rebrand SodaStream -- away from soda and toward sparkling water. Moreover, it keyed into the global environmental concern of pollution to push the company to the front and center of the news, and also created the news through creative campaigns and by partnering with celebrities.
Based on environmental research that noted that each SodaStream prevents 3,700 disposable plastic bottles from polluting the environment, SodaStream took a public stance against plastic bottle pollution with its unifying environmental message to encourage consumers to reduce their single-use plastic consumption.
The agency worked to hijack news cycles and insert SodaStream into the global pollution discussion, all while highlighting SodaStream’s health and wellness and environmental benefits. Leveraging “competitor blasting” commentary such as, “Bottled water is the biggest marketing scam of all time,” the agency secured CEO interviews with top tier business outlets.
In creating the news, the agency invited journalists and influencers to a global environmental clean-up where SodaStream debuted “the Holy Turtle,” a 1,000-foot contraption that cleaned pollution on the ocean’s surface. Additionally, SodaStream and Oceanic Society created a 20-foot art installation of the Statue of Liberty, trapped on top of a 40-foot x 20-foot steel structure and packed with single-use plastic bottles, displayed in Flatiron Plaza in Manhattan, NY.
SodaStream partnered with celebrities including Paris Hilton, Reza Farahan, Mayim Bialik, Thor “The Mountain” Bjornsson, Jillian Michaels, and Rod Stewart to craft viral content highlighting the plastic pollution problem. The Pollack Group team played an integral role in the development, logistics, coordination, and earned media of these campaigns, all of which highlighted SodaStream’s ability to carbonate tap water without contributing to the plastic pollution epidemic.
Throughout the agency’s tenure as SodaStream’s agency of record, the agency secured multiple trillions of impressions in consumer, lifestyle, business, health and wellness, and marketing coverage for the brand, culminating in its four-dollar billion sale to Pepsi.
Carrington Holding Companies, a B2B real estate and mortgage company, asked the agency for help in transforming their business model in order to reach an underserved market of home buyers — namely, those with credit challenges. We first created perception surveys to gain a greater pulse on this market segment. Based on reaped results, we broadened their Internet storefront to meet the needs of this new customer, which included instant prequalification, affordable payment methodology, engaging digital communications and a chat room for local insights and advice. Tapping their rich database of facts and figures, we developed an infographic that honed in on trends affecting the real estate and mortgage markets. Following a multi-media campaign in which Carrington was positioned as a thought leader for this market, the company achieved wide penetration into the underserved market.
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.
Digital marketing expert and customer service guru, Jay Baer, tapped the agency for media exposure and thought leadership strategies to increase coverage of his new book Hug Your Haters: How to Embrace Complaints and Keep Your Customers. Written as a response to the rise in online complaints, Hug Your Haters argues that the mindset to “pick and choose” when to respond to criticism is an incredibly costly mistake for many businesses. By leveraging the breaking news cycle of high-profile business blunders together with available data points from Jay’s research, we created a whirlwind of interest, which led to byline opportunities and the positioning of Baer as a sought-after resource to the media through his ongoing expert commentary on specific statistics within the food, hospitality, travel, retail, and airline industries.