A Branding Campaign for a Fortune 500 Company

Challenge: Created a branding campaign for a Fortune 500 firm designed to increase market share through earned media.

Strategy: Run a fictional presidential campaign to create buzz and result in media coverage.

Tactics:
• Drafted strategic branding plan.
• Developed theme and tag.
• Created materials for 12 events.
• Conducted media/message training.
• Created mini-movies for the web site.
• Created a TV ad featuring James Carville, the campaign manager.
• Launched the campaign with a 700-guest reception including reporters from USA Today, Wall St. Journal.
• Took the campaign on the road with 12 events held nationally.
• Conducted three radio satellite media tours.
• Held one TV satellite media tour.
• Ambushed the media at each event.
• Provided an opportunity for consumers to elect the VP through the web.
• Tracked media coverage.
• Prepared monthly and end-of-the-campaign report.

Results: More than 100 million impressions made this the most successful earned media campaign in the company’s 100-year history.