JB.jpg
formula_greyblue.002.jpeg
Electrolux-Concept-Vacs1.jpg
1938-Audi-Typ-D-lg.jpg
Proud_Wolf B_2.jpg
sillycon-valley.jpg
telia2.jpg
JB.jpg

Jonas Bodin


EARNED MEDIA AMPLIFIER

SCROLL DOWN

Jonas Bodin


EARNED MEDIA AMPLIFIER

 

+10 years of results-based ideas

From The New York Festivals to Cannes Lions. My work has won most big industry awards and also been runner-up for the Titanium. For over a decade, I have been amplifying ideas and coming up with creative that earns media. I have done it on the creative agency side as a Writer and Strategist, and on the PR side as a Media Relations Expert, Writer and Creative Director. I have a Scandinavian outlook on American culture. I am based in Los Angeles.

 

RECOGNIZED BY:

TRUSTED BY:

 
formula_greyblue.002.jpeg

MY APPROACH.


MY APPROACH.


 

HOW DO YOU CREATE IDEAS THAT EARN MEDIA?

Ad-blocking, cable-cutting and shrinking attention spans. Attention is earned - not given - in today's media landscape. My approach is proven to produce ideas with high earned-media capability. You need to ask if your content serves a context. If your idea is of such value that it will earn attention. And if it warms relations with the publics that could carry your message.

Formula_IMGS.002.jpg
 

The Four Layers Of An Earned Media Idea

CONTENT

Content can be a message, idea or a platform. This is where creatives and strategists put most focus. In a media landscape where attention is earned, however, content has to work even harder. The bar is higher.

CONTEXT

Content that completes or improves an existing story or medial context will have greater earned-media potential. Your message can be carried, amplified and noticed if you identify the right, relevant context.

VALUE

There are many criteria for what becomes news. PR-stunts are fine, but the potential to earn media that endures and builds authority over time is often wasted. I bring a library of news-criteria to the table.

RELATIONS

Earned media is not the result of media planning, but of human relationships -planning. The idea itself must open doors to the people that can carry the message for you. The journalists, the bloggers, the customers.


 

THE APPROACH IN ACTION.
Three Case Studies:

Electrolux-Concept-Vacs1.jpg

One Idea. 175 Million People Reached.


One Idea. 175 Million People Reached.


ELECTROLUX

VAC FROM THE SEA

Selected Honors: Cannes Lions PR Gold and Titanium Shortlist, United Nations, New York Festivals, ANDY, Bees Awards

I was tasked to launch a vacuum cleaner using only social media and PR. Its main feature: high content of recycled plastic. In the context of house-cleaning, that wasn't enough to earn attention. So by asking in which context this information could help build a valuable story for the target audience, the solution magically appeared. I reasoned, if a clean home is the start of a clean world, how might it be demonstrated? The solution was to tap into the high-momentum environmental issue of the Texas-sized plastic debris patches in our oceans. How? By announcing a quest to build vacuums using plastic from these patches. Work with environmental ambassadors to collect the plastic, and use Electrolux's authority to draw attention to their important work.  And Electrolux vacuums that saw a 300% distribution increase.

Picture from the Vac From The Sea Exhibits. Vacuums and plastic artefacts toured premium museums around the world. Including Da Vinci National Museum, Italy.

Vac From The Sea making the front cover of Electrolux global Annual Report. The project is used to showcase the company's environmental strategy in action.

The media earned came from all sorts of global media. By listening carefully to environmental groups and local ambassadors when developing the concept, the project appealed to media all over the board. From environmental media to advertising press and consumer media.

In-Store Point of Sales material.

In-Store Point of Sales material.

It is not every day a product launch for a vacuum cleaner accepts an award from the Secretary-General.

1938-Audi-Typ-D-lg.jpg

One Blog. 15 Million Impressions.


One Blog. 15 Million Impressions.


AUDI

CARWINISM

Selected Honors: Cannes Lions PR Gold, Audi Global Brand Award, Sabre Awards

When Audi Sweden was looking to get buzz for their 100-Year Anniversary, the global car industry was facing its worst crisis ever. The national symbols, Saab and Volvo, faced bankruptcy and thousands of jobs were in jeopardy. A German import that was celebrating itself would not earn any attention in this media environment.

The solution was to have the market-leader celebrate the car industry as a whole. To make it topical to people beyond car magazines, Audi tapped into the Charles Darwin anniversary the same year. Carwinism, the evolution theory for cars, was born. It was written in the form of a blog by contributors from the Nobel Prize Jury, academia, industry design and environmental research. The content generated news stories that catered to all media segments imaginable. It won best PR Project of the year in Audi's own global award show.

Blog graphic: "Evolution of the windscreen"

Blog graphic: "Evolution of the steeringwheel"

Blog graphic: "Evolution of the headlight". At the time Audi had pioneered LED headlights, so creating stories for online and media about LED's promoted Audi tech while telling the story of headlight evolution.

The Carwinism blog became the go to source for car journalists and business writers who's job it was to make sense of the car crisis. Which resulted in a lot of earned media for Audi and re-affirmed its technology leadership.

This is a graphic from the Carwinism blog, also used as news-graphic. It shows how milestones for women's liberation coincide with car designs and car technology that seek to attract female buyers. For example, 7 years after "The Other Sex" is publicized, Dodge launches its "La Femme" model. 

Proud_Wolf B_2.jpg

One Video. +200 News Stories.


One Video. +200 News Stories.


NCAI

PROUD TO BE

Selected Honors: Think LA! 

Sometimes I join a team that’s already executing an idea and help them blow it up. In this case, the agency team had created a powerful spot that sought to personalize the debate over Washington's professional football's team’s use of the derogatory word "Redskin." The media-budget was zero. A YouTube clip was made from stock photos.

By crafting more news angles to the story and developing a strategy of pinpointing the right outlets, the story exploded. Now mainstream media was as onboard as sports media. The new momentum led to Native American groups co-financing a broadcasting of the spot during the NBA finals. That further sparked the story and got CNN Situation Room and John Oliver to cover the human side of the issue.

sillycon-valley.jpg

One TVC. MILLIONS OF social media impressions.


One TVC. MILLIONS OF social media impressions.


Toshiba USA

Sillycon Valley

Toshiba wanted a 30s TVC to promote the Encore Tablet 2 for the back-to-school season. The product was great, but in no way envelope-pushing or heavy on features. However, features or not, the product did deliver on Toshiba's brand promise -- to always offer solutions and never make empty promises. The polar opposite of that? Much of the tech scene that's full of empty promises. Embodied by Silicon Valley. Solution: Sillycon Valley. An idea on which to base the 30s spot and social- and earned media activation. Toshiba had built a strong Facebook following of 1.5 million. Here, Toshiba would release true/false tech stories and encouraged followers to vote and crack their own too-good-to-be-true tech.

Stills of the TVC became puzzles and challanges for the Facebook followers.

The campaign was well recognized by leading industry media. 

Fans of Toshiba were invited to share their own ridiculous inventions.

telia2.jpg

One concept. 60 million reached.


One concept. 60 million reached.


Telia

No News Is Big News (Surf Index)

Selected Honors: Cannes Lions PR Bronze

Broadband provider Telia knew sales of subscriptions strongly correlated with the amount of branded media exposure. In 2011 the media's attention were no longer as much on the carrier as the manufacturers of mobile devices, and Telia couldn't afford taking a backseat. I was tasked with taking back its 40% share of voice. But how could Telia possibly compete with the news overload?

Solution: Look for the slowest day of the year using Telia's broadband data to track it (and share human insights of online behavior in the process). The "Surfindex" became the go-to source for journalists to make sense of online habits, as Telia's analysts could connect online behavior with pop-cultural events and news stories. The process of guessing the year's slowest day engaged journalists like never before. Share of voice didn't just stay at 40% it jumped 66% and 7% more broadband subscriptions were sold.

Telia tracked the broadband traffic and issued a report every week. This graph shows that the bandwith dedicated to streaming Film & TV content increased by 14.3% the last week. Further analysis to answer then took place in TElias owned channels, social media and earned media.

Pardon all the Swedish. This is a sample of the weekly report that was sent out to journalists and bloggers. One graph per major area of broadband usage, and a new analysis every week.