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.
As a leading cancer institute and a healthcare provider for more than 100 years, City of Hope pioneered cancer research into practical and effective treatments. While considered to be a pillar of the Los Angeles medical community, COH was out of touch with modern audiences and new communications platforms. We developed a 10-week intensive training session for the communications and marketing staff to help bolster brand awareness with new audiences and modernize communication strategies and tactics. Our sessions focused on controlled messaging for digital content, social media and multimedia; identifying and segmenting target audiences; content creation; audience segmentation; and effective ways to leverage digital assets through video production, blogging, and influencer marketing.
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.
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.
When SodaStream wanted to reposition itself from home soda maker to a wellness product that spurs healthy hydration, we got creative, looking for ways to inject the brand into news cycles throughout the year. Just a couple from our first year: a Change.org petition calling for the inclusion of cannonballs and bellyflops in Rio 2016 Olympics that garnered more than 7,000 signatures and drove great visibility through news and social media. Then, during a moment of election exhaustion, we reminded consumers, “Presidential Candidates Aren’t The Only Ones Who Need To Drink More Water,” and supplied an infographic on the poor state of hydration in the U.S.” Together with ongoing media relations that inserted SodaStream into conversations about healthy hydration, the results are staggering – with media impressions in the billions.
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.