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How Do You Build an Authentic Relationship with Unique Audiences Through Marketing and PR ? ASK ROGERS & COWAN

How do you get consumers passionate about your brand? Give them a stage at one of the biggest events of the year.

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How Do You Build an Authentic Relationship with Unique Audiences Through Marketing and PR ? ASK ROGERS & COWAN

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  1. How do you get consumers passionate about your brand? Give them a stage at one of the biggest events of the year. This bold, multimedia idea put talented fans completely in control on the world’s largest stage by airing the first-ever consumer-created Doritos Super Bowl ads. The result? The now annual “Crash the Super Bowl” campaign has resulted in four years of top-ranking, fan-made ads, with one winner trumping Madison Avenue altogether, taking home the No. 1 spot in the prestigious USA Today Ad Meter, and a cool $1 million celebratory prize from Doritos. How Do You Build an Authentic Relationship with Unique Audiences Through Marketing and PR ?ASK ROGERS & COWAN RESULTS: Dlkjfskldjlksjdklfjsdkljfklsdjflksjdlkfjlskfjklsdjfksjdklfjskldjfklsdjklfjsdkljf jfskljfklsjdkljflskj slkjdfklsjdkljfskldjfklsjdklfsjdklfjskldjfklsdjfklsjdklfjskldjfklsjdfklj How do you get consumers passionate about your brand? Give them a stage at one of the biggest events of the year. More than 50% of the Haagen-Dazs brand’s all-natural ice cream flavors depends on ingredients pollinated by the honey bee. With these pollinators endangered, Ketchum helped launch “HD loves HB,” a program that included a new flavor dedicated to honey bees, a Haagen-Dazs bee board of scientists and beekeepers, and a program to help fund honey bee research. The result? The biggest sales spike for Haagen-Dazs in 12 months, and the sweetest buzz any campaign has ever had RESULTS: Dlkjfskldjlksjdklfjsdkljfklsdjflksjdlkfjlskfjklsdjfksjdklfjskldjfklsdjklfjsdkljf jfskljfklsjdkljflskj slkjdfklsjdkljfskldjfklsjdklfsjdklfjskldjfklsdjfklsjdklfjskldjfklsjdfklj How do you get consumers passionate about your brand? Give them a stage at one of the biggest events of the year. More than 50% of the Haagen-Dazs brand’s all-natural ice cream flavors depends on ingredients pollinated by the honey bee. With these pollinators endangered, Ketchum helped launch “HD loves HB,” a program that included a new flavor dedicated to honey bees, a Haagen-Dazs bee board of scientists and beekeepers, and a program to help fund honey bee research. The result? The biggest sales spike for Haagen-Dazs in 12 months, and the sweetest buzz any campaign has ever had RESULTS: Dlkjfskldjlksjdklfjsdkljfklsdjflksjdlkfjlskfjklsdjfksjdklfjskldjfklsdjklfjsdkljf jfskljfklsjdkljflskj slkjdfklsjdkljfskldjfklsjdklfsjdklfjskldjfklsdjfklsjdklfjskldjfklsjdfklj Closing – Lesley To Do 8687 Melrose Ave. 7th Floor Los Angeles, CA 90069 (310) 854-8100 www.rogersandcowan.com

  2. BRAND INTEGRATION THROUGH CREATIVE, FOCUSED ENTERTAINMENT • Brand integration through creative, focused entertainment and P? • As major brands launch into the foray of Family Entertainment, industry leaders like Simon, who heads Walmart’s Retail Development Kit (RDK), a new customer experience platform at the retailer connecting content, community and communication with commerce are paving the way. • Simon is a co-chair of the Association of National Advertisers’ (ANA) Alliance for Family Entertainment, a group of almost forty national advertisers that seek to provide families with more family viewing options and marketers more advertising inventory to reach them.  Since its inception, the ANA Alliance has helped bring to air 20+ award-winning TV programs, beginning with Gilmore Girls in the 2000-2001 season and including such hits as Everybody Hates Chris and Friday Night Lights.  • WHAT MAKES THE DIFFERENCE? • Simon as well as the members of the AFE have produced & supported films within these initiatives that have created groundbreaking entertainment for families who consistently struggle to find safe content on TV, developing programs that the whole family can watch together.  In a unique and game changing venture, partnering companies have used their size and scale for good. • These integrated marketing campaigns not only connect moms with the brand equities of these companies, but also drive incremental trips to retailers and sales of the brands that supported the projects. • Rogers & Cowan is proud to have been associated with the releases of A Walk in My Shoes, Change of Plans, Truth Be Told, Gametime: Tackling the Past, Who is Simon Miller? and Field of Vision • We salute Ben Simon & theAssociation of National Advertisers’ (ANA) Alliance for Family Entertainment for the great work they have done and will continue to do in years ahead How Do You Build an Authentic Relationship with Unique Audiences Through Marketing and PR ?ASK ROGERS & COWAN 8687 Melrose Ave. 7th Floor Los Angeles, CA 90069 (310) 854-8100 www.rogersandcowan.com

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