EARNED MEDIA AMPLIFIER
EARNED MEDIA AMPLIFIER
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.
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.
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.
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.
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.
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.
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.
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.
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.