2013 Platinum PR Awards: Rebranding and Repositioning


Winner: Allison+Partners - From Startup to Mainstream: Dropbox for Everyone

The problem with buzzwords is that sometimes people use them without thinking about what they actually mean or how they can be applied. “Cloud” is one of those buzzwords, or at least that was Allison+Partners’ thinking when they set out to position Dropbox as a product for everyone.

In order to make Dropbox a household name, the agency laid out three essential objectives: establish the product as a leader in cloud computing; redefine the product by identifying how people can engage with it every day; and establish brand trust.

Reaching a target demographic of “everyone” is not easy, but the agency focused on aligning itself with segmented audiences that simultaneously echoed the narrative that Dropbox was a product for the masses.

That strategy required several tactics like inspiring the influencers to speak on behalf of the product, securing media coverage throughout the country, organizing a speaker roll to represent the brand at international conferences and launching a case study program.

A feature in Forbes magazine served as an awareness catalyst and in less than a month the coverage was shared 50,000 times between Facebook and Twitter. And more significantly, 5 million new users signed up for Dropbox in a single quarter.

Honorable Mentions:

  • XRS Corporation with Bellmont Partners Public Relations and Rumpza Consulting - Betting the Farm on Mobile Technology
  • Bravo Group – Tri-M Rebranding
  • Henson Consulting  - I-Cash: Discover What's Yours: HC Program Helps Connect Record Numbers With Cash
  • Makovsky + Company – Crystal & Company
  • Weber Shandwick and MilkPEP - REFUEL: A New Audience and Usage Occasion for Chocolate Milk




Comments Off

avatar

About Caysey Welton

Caysey Welton is Associate Editor at PR News and Folio: Magazine. He spent more than a decade as a chef and restaurant professional before switching tracks to pursue his passion for media and communications. Caysey has a deep interest in converging media landscapes and ecosystem disruptors, public relations and crisis communications. He holds a BS in Media, Culture and Communications from New York University.



Deals of the Week

Get $150 Off PR News' Social Media 20/20 Summit

PRN_summit_ads_175x135_ep

This gathering will feature some key influencers and operators in social media, sharing their knowledge and experience in a full day of eye-opening sessions. You will take away practical knowledge to increase the visibility of your brand and expand its reach on social media.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.