In PR, focus is hard to achieve, especially when everything feels so urgent. But with a little muscle memory, focusing your words, your actions and your goals can be manageable.
Pedigree teamed up with Weber Shandwick in an effort that spanned the United States and secured continued coverage for the brand across the media spectrum.
KPIs are a good start, but don’t be beholden to them. For example, if your KPIs are monthly volume of mentions and share of voice versus competitors, key questions should be: What did people say about our products online? What was said about our competitors?
As the rest of the country stocked up on candy and costumes, Edelman successfully activated Photoshop users with a contest to see who could solve a murder.
Launched in 2008 as Virtual Piggy (VPIG), Oink realized that it needed to rebrand to increase its appeal to the hip, young Generations Y and Z that its products were created for, as well as their parents—the buyers of the digital wallet service. The revamp needed to differentiate the brand, whose products include an app and a debit card, from competitors in what is an increasingly congested market.
Golin and Always on Communications helped generate brand awareness for PetSmart Charities, Inc. and its documentary, “The Journey Home: A Rescue Waggin’ Story,” which tells the story of the rescue of two homeless dogs.