SMS Bucuresti 2015-Raluca Duta-Golin
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The document discusses several digital and social media campaigns run by Golin Romania that utilized bloggers and influencers. It summarizes campaigns for History, Pepsi, Electrolux, KFC, and Lipton. For each brand, it describes how bloggers were engaged through creative activities and challenges to help promote new products or shows. Bloggers played a key role in generating buzz and awareness on social media platforms by documenting their experiences and conversations with followers. The goal was to build communities and have bloggers act as brand ambassadors to drive positive messaging and sales.
SMS Bucuresti 2015-Raluca Duta-Golin
- 2. SUMMARY The Bridge History #yourvikingside Pepsi #futbolnow Electrolux #passionforcooking KFC & bloggers Lipton #oVARApezi
- 3. THE BRIDGETM - our Unique Digital Centre 3 Golin Romania works in close connection and takes a lot of digital know-how from the European Digital Media Hub we have in London but also from the Bridge hubs we have in Chicago, Dallas and New York.
- 4. THE BRIDGETM 4 Our local team’s digital know-how is continuously sourced from the London Hub and benefits from proprietary tools, unique digital platforms, the latest developments & trends, priceless in this continuously changing world
- 5. THE BRIDGETM 5 Opened 2011, The BridgeTM is a unique digital hub in Romanian PR industry and offers Golin clients a truly synchronized view on both online & offline opportunities as well as possible communication risks, real-time
- 6. THE BRIDGETM Clients 6 The Golin clients that work with the Golin Bridge implementing: -Facebook pages content - Blogger campaigns - Social media integrated campaings - Real time marketing campaigns
- 8. History #yourvikingside 8 History, the flaghip channel of leading factual entertainment broadcaster A+E Networks UK, launched in October 2013 the series Vikings in Romania. We were challenged to transform Romanians in Vikings’ fans. We brought the Vikings to Romania literally and Bucharest was assaulted by real Vikings
- 9. History #yourvikingside 9 We provoked a well-known Romanian artist – Cosmin Tudoran who is also an appreciated online influencer and a blogger to be the first one to talk about Vikings. He asked his fans to hit the like button if they wanted to have his hair cut like in this image. He didn’t make the reveal about the image. So when he gathered all likes needed he had his hair cut and made the reveal – he spent a whole day doing his daily activities dressed as a viking.
- 10. History #yourvikingside 10 After Cosmin Tudoran experience for a day as a Viking, many other bloggers were provoked to spend a night like a Viking and were invited to promote the new episode from History in the center of Bucharest. Then all bloggers interested about the new launch were invited to a viking party where they had the chance to eat, drink and enjoy a viking evening.
- 11. Pepsi #futbolnow 11 The summer of 2014 meant the 20th edition of the FIFA World Cup – a moment that was expected by all football lovers. But how can Pepsi communicate in this context, given that its main competitor, Coca-Cola, was the sponsor of the event? Our challenge, therefore, was to build a Pepsi platform through which to celebrate the love that Romanians and the brand have for football. We had to start from the 2014 Pepsi platform - celebrate the FIFA World Cup by bringing together football and music in its global #FutbolNow campaign, in which six of the world’s greatest football players took part – an interactive video was created.
- 12. Pepsi #futbolnow 12 For local relevance, we launched for Pepsi a communication platform under the same name as the global platform, #FutbolNow, but with impactful and significant activations for key opinion leaders in Romania, who are passionate about football and Pepsi consumers. We organized a meeting with the main football-loving Romanian bloggers in order to present the campaign to them. During the same event, we announced the support that Pepsi would provide for their meetings on the field at the #FootballTweetMeet – Pepsi.
- 13. Pepsi #futbolnow 13 The next step of the campaign was to launch the new Pepsi, Pepsi Ginga, and the special cans created for this occasion - the Football World Cup, part of the #FutbolNow global platform. Each can represented a different football player. In order to catch the attention of sports journalists and bloggers and to escape break out of the classic PR activations, we reactivated a classic childhood game – the exchange of football player cards!
- 14. Pepsi #futbolnow 14 Our mission for the second part of the year was to support the future of Romanian football! Thus, we started from the partnership that Pepsi has with the Gheorghe Hagi Footbal Academy, and together we made a commitment to Romanians everywhere: we undertook that we would support Romanian talents. And we involved bloggers in promoting a Facebook app where fans could say where they play football and Hagi would surprise them on the football field. Bloggers were also surprised during their matches and received t-shirts and balls signed
- 15. Electrolux #passionforcooking 15 For Electrolux, one of the world’s biggest home appliances producer, we developed the Passion4Cooking platform, a multi-prong approach combining robust media relations, social media, events & communication with key influencers
- 16. Electrolux #passionforcooking 16 We told the brand story exclusively through PR, building a community – the foodbloggers community and turned them into brand ambassadors. Electrolux was the first brand who gathered all foodbloggers together. How did we do that? By offering them the possibility to experiment & interact with the products and the brand. And so we started by organizing friendly dinners with 3 food bloggers, during which they cooked their favorite recipes, got to know each other and enjoyed their passion together with dear friends and readers. At the end of each year we gathered all together in a food bloggers’ party in December.
- 17. Electrolux #passionforcooking 17 The campaign was recognized by receiving the Best Practice in Digital PR title in the Electrolux global network and a Silver Award for Excellence in the Digital & Social Media Category in PR Awards 2011 festival In the further two years the platform continued to gather bloggers together in dedicated campaigns: Passion for traditional cooking (2012), International cuisine for bloggers (2013), Secret Ingredient (2014). A total of 90 food bloggers got involved in Electrolux campaigns in 3 years.
- 18. KFC & bloggers 18 In 2013 when we started working with KFC almost no blogger/KOL wasn’t talking about KFC in social media. In two years we managed to create a really strong positioning for KFC in social media and bloggers became our main ambassadors – they intervene on the page and explain products and offers to fans without us asking them to do this. We involve bloggers in all main communication moments for the brand.
- 19. KFC & bloggers 19 It all started with mapping the bloggers relevant for KFC and for KFC target. Mapping means we know everything about these bloggers and which activations best suit them. We create the most creative campaigns and really let them experience the product and be creative too. For example we invited in a dedicated campaign the bloggers who are the biggest fans of the hot wings and provoked them to dress up in the Lords of the Wings.
- 20. KFC & bloggers 20 When we launched Crispy Meltz, a new product in the form of a triangle we thought we should communicate it with the help of bloggers who are very well-known for their trio-best-friend-relationships and provoked them to do something different from what they always do together. So we asked them to do escalade, to dance tango and to make some pottery. The reactions were great and the approach very creative.
- 21. Lipton #oVARApezi 21 In 2014 the challenge we received was to create a new communication platform for Lipton, with youngsters, for youngsters, about youngsters, born from Brightside of life’s DNA. During the summer, the place-to-be for our target is the sea side. So we built the Lipton House, the perfect place on the shore of the Black Sea, in Costinesti, where we would live together the summer of 2014. Anyone could get to enjoy a holiday together with their friends, provided by Lipton, by answering to the challenges launched by the brand
- 22. Lipton #oVARApezi 22 Pimp Up the Lipton House: We invited bloggers and VIP endorsers to help us decorate the house, together with 2 architects, in a fun and engaging full weekend event. They all posted real time photos from the decoration asking fans on Facebook to help them create the best Lipton atmosphere for the summer.
- 23. Lipton #oVARApezi 23 “Taste the Brightside” campaign launch: we invited bloggers, endorsers & journalists to spend a weekend in the Lipton House at a unique press-concert-conference, offering them a preview of the summer experience prepared by Lipton. Then we launched the Lipton Beach in a unique concert with the endorsers at which bloggers attended too.
- 24. Lipton #oVARApezi 24 All summer long bloggers and VIPs spent one long weekend at the seaside, in the Lipton House and on the Lipton Beach together with one of their readers and did activities which involved Lipton products. More than 40 bloggers supported our campaign all summer long posting on #oVARApezi hashtag on Instagram and Facebook. The hashtag became popular culture and was used all summer long in social media.
- 25. VIRALITY & BUZZ
- 27. Positive brand awareness & conversation
- 29. Drive sales