Food products PR cases 2014, №2
-
Upload
publicity-creating -
Category
Marketing
-
view
53 -
download
0
Transcript of Food products PR cases 2014, №2
Content Case №15: PR-support of master-classes on fitness, organized by Vitmark to
support ТМ «Jaffa Viva»
Case №21: Contest for journalists- effective instrument to upturn relevant media loyalty
Case №22: PR-moving of «Nebesna Krynitsa» Company in market H.O.D. sector B2B
Case №23:Integrated PR-moving on the retail market: «ECO-market» supermarket chain
Case № 25 Velyka Kyshenya2013
Case №36: Promotion in PR-moving of the new cooling lollipops "NORD" and fruit lollipops "VIT" (production ROSHEN) on the Hreschatik, during «Kiev Day» celebration.
2
Case №15: PR-support of master-classes on fitness, organized
by Vitmark to PR-moving ТМ «Jaffa Viva»
Client: «Vitmark-Ukraine» Company - the biggest Ukrainian manufacturer of juices, nectars, non-alcoholic drinks, infant foods, puree and concentrated semis.
Object of promotion: Jaffa Viva – range of fruit mixes without sugar
Activity aim: Announcement and PR support series of master classes on fitness online and in TM Jaffa Viva social networks.
Special aspects of activity:
Internet-users informing about fitness master-classes involving world fitness stars- Vladimir Snezik and Ekaterina Blinova, organized by TM Jaffa Viva together with worldwide range of fitness-clubs FitCurves;
conducting quizzes and contests to attract social network users attention to a master class on fitness;
Live report from the master classes on fitness in a group of TM Jaffa Viva VKontakte and page TM Jaffa Viva on Facebook using photo and video.
3
PR-support of master-classes on fitness that were organized to
PR-moving ТМ «Jaffa Viva» by Vitmark on social media pages
4
Results of PR-activities
Master-classes on fitness organized by TM Jaffa Viva in Odessa, Dnepropetrovsk, and Kiev, were visited in total 300 participants. Each of master-classes was actively aired on ТМ Jaffa Viva platform in social media, and also on the site. Shortly after the events at the sites was published a detailed report (including photo and video report).
During the master-class on fitness in Kiev was actively anchored online-story on social media pages as Facebook and Vkontakte: 25 posts on every page were published, provided with photo or video. This online reportage watched about 2,000 members.
During carrying out of activities (1-22 November), at pages TM Jaffa Viva were published more than 80 posts on every. In the quiz that was held at TM Jaffa Viva pages in social networks, actively participated 14 users.
In a short time it was managed to accumulate
Vkontakte and Facebook users attention to
the events that were organized by the client
by supporting it high attendance and
providing detailed online-report.
5
Case №21: Contest for journalists- effective instrument to
upturn relevant media loyalty
Clients:
o Leacond Company – official distributor of DAIKIN corporation (Japan) and HOVAL (Liechtenstein)
equipment in Ukraine.
o «ECO-market» chain of supermarkets
o «BIONA» group – market leader in biotechnology for agriculture
o Performer: Publicity Creating
Aims and objectives: • To increase relevant media editors, journalistsloyalty to client-company.
• To increase client-company visibility in media sphere, company speakers citedness, amount of references
about company in media.
• To motivate journalist to cover up market practice, where the participants are the clients-companies. To
level up journalists materials professional level on market
• To demonstrate openness of Company willingness to provide comments, professionalism of TOP-
management and familiarity about markets.
The proposed solution
Organization and conducting competitions for journalists for the best editorial publication on
topics related to the market, where the companies work:
o Leacond – climate technology and equipment market
o ECO-market – food retail market
o GC «BIONA» –biological products for agriculture market
Holding a press lunch for the participants of competitions: journalists, editors, market
observers. During a press lunch not only prize distribution to the winners were held, but also informal
contacts between representatives of the media and the company's top management took place, for
whom the competition was organized
7
Results
8
LEACOND:
Competition for journalists "Fresh thought“ is holding since
2004. Traditionally, the competition arrives about 30-50
articles in 2012 were accepted television programs and
Internet publications. During the competition Leacond
Company became a informational leader in the air
conditioning market, the first face of the company - the
opinion leaders.
ECO-market:
The contest "From the Life of supermarkets" was held in
2012. The competition 57 articles from 21 authors have
arrived on competition. Participants in the competition were
the journalists of the media as "Today", "Focus",
"Comments", "Investgazeta", "Obozrevatel», AllRetail,
«World of Products" and many others. Chain "EKO-market"
has demonstrated itself as a public company, the leader of
the market retail information sector
CG «BIONA»
The competition attracted 19 articles from 15 authors,
published in the print media and online media - business and
specialized subjects. Business media showed interest to a
narrow sector of biological products for agriculture, market
came from the informational shadows. In this case, the first
person GK «BIONA» demonstrated themselves as the
opinion leaders in the market of biological products, and on
the agricultural market as a whole.
Case № 22: PR-moving of «Nebesna Krynitsa»
Company in market H.O.D. sector B2B
Client: «Nebesna Krynitsa» Company, one of the leaders in Ukrainian market of bottled
water delivery.
Performer: Publicity Creating
Operating period: April-December in 2012.
Aims and objectives:
• To from image of «Nebesna Krynitsa» Company as a best supplier of bottled water in
offices
• Strengthen the reputation of the “Nebesna Krynitsa" as a reliable company that provides
a quality product and delivery service in the market of bottled water in offices
• To form the image of top managers “Nebesna Krynitsa" as delivery market experts of
bottled water in Ukraine 9
The proposed solution Complex PR-moving program , which in particular includes:
Organizing a press conference of “Nebesna Krynitsa" on "The Ukrainian market of water
delivery: Trends and Forecasts for 2012".
Press conference attracted significant interest among the media,6 representatives of the Ukrainian TV
channels visited the event (among them - BUSINESS, Noviy Canal, UBR), business media ("Business",
"Status", "Kommersant", “Delovaya Stolitsa") and others, in total - 29 journalists. Post coverage of more
than 180 publications.
Organization of series of video interviews with the experts of “Nebesna Krynitsa" with further
video items spreading on the corporate channel on YouTube and support in the form of range
video –releases distribution to relevant media (more than 3000 views, continues to grow).
10
The proposed solution Course realization of expert online-conference with the «Nebesna Krynitsa» representatives on
top rated Internet platforms (the views amount of online-conference page – from 1500 to 3000(
continues to grow)
Performing the duty as «Nebesna Krynitsa» press-office: writing and distribution different
materials to media ( 36 press-materials (press-releases, news, articles and so on) during the
period under review) – satiety of media scene with relevant information about the company.
Media trainings for management and senior executives of the company.
PR-support of «Nebesna Krynitsa» CSR projects: writing press-releases, that to the full
illustrates realization of CSR program.
Forming B2B-content for platforms of “Nebesna Krynitsa" in social networks.
11
Results
12
As the result of realization of «Nebesna Krynitsa» PR-moving program on B2B market, was
formed image of the Company as a dependable dealer of proficient botteled water, that provides
the best service for client on the market
In a result of organized by Publicity Creating press-conferences, online-conferences, filmed
video-plots, «Nebesna Krynitsa» top-management were introduced as experts on market in
bottled water delivery. At the same time, all advantages of ordering water from «Nebesna
Krynitsa» were demonstrated for target audience.
PR-moving complex for «Nebesna Krynitsa» Company on B2B market strengthen it reputation as
a company that is usually recommended in choosing dealer of office water-in view of high quality
product and service Also PR-moving promoted new clients attraction to «Nebesna Krynitsa»
Company in B2B sector.
Case №23:Integrated PR-program on
the retail market: «ECO market» supermarket chain
Client: «ECO market» chain of supermarkets
Performer: Publicity Creating
Цели и задачи:
Leadership in rating of media citedness among all participants of product retail market
Forehanded and full coverage of «ECO market» events, that was asserted as consistent
with brand strategy
Digital PR: creation and support of corporate «ECO market» platforms in social pages and
blogosphere
Uprising visibility in media sphere of «ECO market» speakers citedness
PR-support of CSR program («ECO market for schools») 13
The purposed solution
Implementation of ECO market press-office functions with «Publicity Creating» efforts
• During a year (December 2011 – December 2012 ) were written and sent to media above 70 press-
releases
• Also about 30 different press-materials(articles, news, research notes) about «ECO market» activity
were written
• Press-center swiftly provided to media representative comments of LLC «ECO» speakers, at the same
time effectively generating informational subjects for publications
For arranging more productive communications with media contest for journalist «Life of
supermarkets» was organized . 57 articles from 21 author took part on the contest. Contest
participants were journalitss from such media as Segonya, Focus, Commetarii, Investgazeta, Obozrevatel,
AlllRetail, Mir productov and many others. «ECO market» chain demonstrated openness, as a leader in
informational sphere of retail market. Based on contest results in December 2012 a press-lunch was
organized. The winners got a Apple tablet PC.
14
The purposed solution
Creating and supporting corporate platforms in social
media and blogosphere:
Facebook:
• Regular updating, qualitative content( more than 300 post
in a period)attracting more than 2000 users on the page
• Diverse content: articles, photo, video, surveys, contests
etc.
Vkontakte
• More than 300 post during the period under review
• Attracting more than 1000 users into the group
• Diverse content: articles, photo, video, surveys, contests
etc.
Livejournal
• More than 180 post during the period under reviewд
• Forming blog-readers audience(over 300)
• Diverse content: articles, photo, video, analytics, opinions
• Over 190 tweets in microblog
• Follower audience-over 1000
15
The purposed solution
Press-conference realization on the results of final stage of ECO market KSR
program «ECO market for schools»
In press-conference that was held in Kiev secondary school ( that won in the program «ECO-
market to schools») took part LLC ECO top management speakers and civil servant of Kyiv
mayor's office, also schools headmasters.
Press-event spark an interest among media, it was visited by over 20 journalists in part- 5 TV
channels representatives. In such manner information about ECO-market KSR program
received a vast resonance.
16
Results
17
As a result of press-office ECO market activity, that was organized by Publicity Creating, client
since spring 2012 consistently ranked in TOP-3 media-citedness among product retailers. From
summer 2012 regularly headed given list, outperforming all competitors
The amount of applications to LLC ECO representatives for comments from journalist have
increased in 2 times during 2012.
The contest for journalists «Supermarkets life» strengthen specialized journalists loyalty to ECO
market chain, and asserted LLC ECO as open company, and TOP management- as experts in
product retail market.
Was created a communicational channel with consumers through the blog and main social
medias. It strengthen the loyalty to ECO market chain, which have given ability to inform targeted
audience about Chain’s news directly, and also to establish backwash with consumers.
Case 25: Maintenance development of BRAND platforms in
social media: «Velyka Kishenya» chain of supermarkets
Client: «Velyka Kishenya» chainof supermarkets Performer: Publicity Creating
Aims and Objectives:
Forming strategies and platforms development, posteriority
Informing audience of users and forming their loyalty
Content generating- as qualitative and various
Increasing the amount of page fans ( 2 platforms-Facebook and Vkontakte)
Creating and implementation activities for fans(contests, quizzes, surveys)
Increasing index of involvement (likes, reposts,comments, participation in surveys and
contests)
Provision of communications with users of social media and timely to react on questions (in
mode 24/7 )
Timely coverage of company's news in social media
Updating design of pages
18
Purposed solution
Developing «Velyka Kishenya» platforms in social media; generating unique content
Developed and implemented informational model:
• theme areas of the content,
• acting scenario in case of negative appearance,
• Attracting and engaging users
Regular uploading of information on pages (no fewer than 3 publications a day), 7 days a week.
Creating content-plans week ahead ( on basis of early created thematic directions)
Анализ контента – выявление самого популярного поста недели, месяца
Conducting surveys
Creating own infographics
19
Purposed solution Attracting new audience and increasing involvement index of existing audience
Conducting contests, actions, quizzes of different directions
Attracting new fans
Audience involvement
Increasing users loyalty
Increasing motivation for regular visits
Development conception for contest partners and sponsors
20
Purposed solution Creating exchangeable design for Facebook and Vkontakte
Creating range concept of graphical images- coverages
Implementing of plan and timing of coverage shifting in social medias- in relation to season, themed
holidays, demand for goods
Creating of pages’ design
21
Results
22
Following the results of 8 working months with Brand «Velyka Kishenya» in social media
Page content moved to a new proper level
Audience gain on Facebook platform worked out 4000 fans (work was conducted without any
paid/advertising methods).
Показатель взаимодействия с аудиторией достинг
Number of fans at the end of the month
Results
23
Following the results of 8 moth of work with «Velyka Kishenya» :
Audience growth on Vkontakte platform worked out 3000 fans (work was conducted without
any paid/advertising methods).
Показатель взаимодействия с аудиторией достинг
Results
Contests-statistics
During 8 months of work with «Velyka Kishenya 6 contests with different mechanisms
were created and implemented. Among them - photo contests, contests on guessing,
question-answer, checking of knowledge and erudition
User involvement was managed to increase and stabilize.
Results
Contests-statisitcs Contests were along held on 2 platforms, moreover assignments were partly changed
Every contest had a case - participant had to repost post with the contest. It gave an
opportunity to expand exposure, the one who saw the contest post and the whole page.
26
Results
Contests-statistics
Today «Velyka Kishenya» platforms in social media are laudable:
1. Content– is cognitive, entertaining, vivid, unique with small marketing embedments
2. Posting frequency- 3 times a day(and more)
3. Reaction on negative–online(maximum during hour in working days, maximum during half
of the day- in weekends and holidays),
4. Carrying out contests- systematical (one in a month)
5. Total involvement of users– high
6. Admin interaction with the audience– maximal (answer to every post)
7. Design updating– systematical (one in a month)
All indexes, that measure pages success in social media, point that «Velyka Kishenya» pages
are the significant contribution to positive reputation of this big Ukrainian Chain in product
retail.
Case №36: Promotion in PR-moving of the new
cooling lollipops "NORD" and fruit lollipops "VIT"
(production ROSHEN) on the Hreschatik, during
«Kiev Day» celebration.
Development, organizing and conducting of the action
- Publicity Creating.
Aim of the action - to acquaint customers with the new
domestic production candy caramel, and present new brands.
To participants of numerous competitions that were
conducted at two platforms with a diameter of 15 m
each, modeled in accordance with the corporate
identity of each brand, as gifts were handed tubes of
candies, toys, gifts, balls with a logo and so on.
During the action Kievans were distributed to over
4,000 free tubes of candies of both brands.
The competition was attended by over 500 people.
Welcome: Publicity Creating, the company of strategic communications
Web-site:
www.publicity.com.ua
e-mail: [email protected]
Join us on Facebook, Twitter,
YouTube