What we’ve been up to

To celebrate the launch of Sparkling Smartwater in Canada, H+K was given the opportunity to generate positive earned media and social conservation surrounding the product amongst millennials with an interest in premium dining experiences. We developed an exclusive brunch experience at a high-end downtown loft, partnering with ET Canada host Sangita Patel to act as a draw, and to tap into her influential network. By levering Sangita, special guest and Coca-Cola spokesperson Genie Bouchard, and sponsored influencers Shinan Govani and Ryan Emberley, we were able to secure a top-tier list of 70 guests. With the incredible turnout, we succeeded in generating a positive conversation surrounding the premium brand and new product on social. From a media standpoint, we optimized Sangita’s attendance to secure an ET Canada interview with Genie Bouchard, levering the event space as the back drop.  And, levering Ryan Emberley’s photography from the event, we were also able to secure coverage in Hello! Canada’s celebrity photo pages. Overall, the event generated more than 2 million media impressions, 10 million social media impressions and 100,000 social media engagements.

All Nippon Airways is Japan’s only five-star airline and is well-known and respected in Asia, but lacks awareness in NorthAmerica. ANA came to H+K to generate buzz and awareness of its offering and benefits among a North America, U.S. specific audience. With the goal of increasing brand awareness, consideration, and educating U.S. consumers about the ANA experience, H+K and ANA set out to change the concept of what it means to be an airplane passenger by launching ANA Experience Class to redefine the meaning of “class.” H+K employed three key tactics to create excitement and generate buzz: 1. introduce ANA Experience Class with a breathtaking video that is housed on a custom-created microsite and YouTube; 2. conduct a media blitz targeting US media; 3. partner with authentic and well-known influencers to share ANA Experience Class with their fans and followers. DJ and producer Steve Aoki curated five exciting playlists through a custom partnership H+K designed with Spotify. Actress Zoe Saldana acted as the travel in style expert and developed several beauty and fashion editorial articles; top social influencer Scott Eddy traveled around Asia via ANA and created key social content in Tokyo, Bangkok and Singapore to promote ANA Experience Class. Since launching in November 2016, the campaign has generated over 1.4 billion impressions. During the five-month campaign, 51% of all brand mentions were from Experience Class. ANA’s SOV increased 17%, allowing the brand to surpass key competitors JAL and Cathay Pacific. The campaign’s launch video, Welcome to ANA Experience Class, has generated over 2.3 million views to-date on YouTube.

To promote the new Gillette Body wash in Spain, H+K created a national research report, “Operation Bikini for Men” to promote masculine beauty trends ahead of the summer season. This campaign ran in contrast with traditional women’s beauty topics such as skin care, diet, fitness and body epilation. The results of the survey allowed for a wide range of media content and top-tier, tailored press releases featuring infographics with the most relevant findings and a video news release. The ultimate goal was to highlight body epilation among men as a natural “must” for the summer season. The campaign was a success with the video featured in 40 different media outlets. Click here to view the video.

Following our International Public Relations Association Golden World Award win in the Financial & Investor Relations category for our work on the Takeaway.com listing at EURONEXT Amsterdam, H+K Norway was invited to officially open the Stock Exchange on July 20, 2017. The official opening ceremony was a great sign of appreciation by EURONEXT and was broadcast live on RTL Z, Norway’s financial TV channel. It was also mentioned online in De Telegraaf, the largest Dutch newspaper.

Porsche Middle East had never worked with influencers until H+K Dubai delivered the #MyPorscheDXB campaign. Some of the region’s biggest lifestyle influencers from across the Middle East were invited to experience the life of a Porsche owner in Dubai. Each driving three different models over the course of one day, including pit stops for activities such as archery and picturesque lunch, attendees were shown the lifestyle of a Porsche owner in Dubai. While showing the luxury and performance of the car through test driving, the real aim was to highlight that a Porsche is suitable for everyday use while still performing on a race track. While this was taking place, influencers and media were encouraged to share their journey on Instagram Stories and SnapChat using the hashtag. The team captured photography and video content of each attendee throughout the day. Images were shared straight after the event, while a personalized video was shared with each influencer for sharing on their own social media a week after the event to continue momentum. Results included 43 Instagram posts, 450+ Instagram Stories + SnapChats, social reach of 2.4 million and 234,000 engagement. The team is now looking at how this can be rolled out in other Middle Eastern markets due to its success.

The UK team launched the latest innovations and consumer insights from Braun beauty. The Braun Beauty #BringingBeautyHome Mobile gave press the opportunity to discover how they can ditch the expensive salon appointments with new and improved Braun at-home beauty tools. Touring the publication houses of London in a bespoke branded vehicle, guests were able to come-to-grips with Braun at home beauty tools through one-on-one Beauty Confessional appointments with GP and skin expert, Dr. Anita Sturnham, who bought to life the key product benefits of Braun at-home beauty tools, while also providing personalized skincare advice, pairing guests with their perfect at-home Braun beauty product. On-board the Braun Beauty Mobile, press were also introduced to the latest consumer insights from Braun surrounding salon spending and the savings that can be made through the purchasing of at-home tools. Bringing the event to the front doors of publication houses gave the team a great opportunity to secure face time with key media for whom out of office events are becoming increasingly popular and increasingly hard to attend. With attendance from over 30 press members, the event was a resounding success launching a new product within a key season for the brand.

Also in London, we organized media presence at and press coverage for the Westfield Food Truck Festival and Westfield Open Air Cinema, both taking place during London Food Month. The team went to the launch of the open-air cinema situated in LFM’s Night Market, where there were speeches from Grace Dent and Tom Parker Bowles, as well as a Q+A session with Italian restaurateur and Michelin-star chef, Massimo Bottura. The team coordinated a photo shoot with the Film Editor of Mail on Sunday and looked after various bloggers, who were invited to enjoy CHEF- the official first screening at Westfield’s Open-Air Cinema.

Our team supported MSC Cruises on board its new ship, the MSC Meraviglia, in France. This involved supporting a series of press conferences and executive interviews on board as it sailed from Saint-Nazaire to Le Havre for its Christening ceremony. MSC also announced a new €4.5bn ship order at an event attended by President Macron, with the President delivering a speech highlighting the importance of the order for French jobs and the country’s shipbuilding industry.

H+K supported our new client, PSP Investments, on the official opening of its European Hub in London. The company, which is one of Canada’s largest pension funds, is expanding into Europe in a post-Brexit era. This message was positively received amongst national UK broadsheets including the front page of CityAM, Daily Telegraph, The Times & The Daily Express. The team also secured two broadcast slots for PSP’s CEO, Andre Bourbonnais, on both CNBC’s Market Street & Bloomberg Live. Further coverage appeared in top trade titles including Private Equity News, Reuters and Financial News.

H+K was at Twickenham for the tenth and final leg of the HSBC World Rugby Sevens Series in England. During the week, we carried out various media activities with HSBC ambassadors and spokespeople to drive positive coverage around the brands involvement in the growth of rugby sevens. During the weekend, we were also on hand to post reactive social content as the tournament unfolded. Despite reaching the final, home team England fell at the last hurdle as rivals Scotland took home the trophy in a nail biting finish to the Series. The South African team was crowned overall champions, having won five out of the ten legs.

Rice5 recently teamed up with Didi Chuxing, the largest ride-sharing app in China, to engage youths and music lovers in an emotive branding campaign for the Shanghai Strawberry Music Festival. During the campaign, festival goers that used the app were able to choose the types of music that they like and their preferences were matched with Didi Chuxing drivers with the same set of preferences, allowing people hailing cabs and the drivers to share their love for music. Making use of both online and offline channels, Rice5 created an HTML5 and enlisted 20 lifestyle and music KOLs to participate as well as media members to provide coverage and spread the joy of music. During the three-day event, the team also set up an exhibition to connect with consumers and encourage brand engagement on an emotional level. More than 6000 people were engaged on ground and online interactions went on to exceed 30.5 million.  

Super Brand Day is one of the busiest days of the year on Tmall, one of China’s biggest e-commerce platforms. This year, Crocs set us a challenge –  how can we help them not only stand out, but drive sales both on Super Brand Day and beyond? Our medium of choice was livestreaming, which was booming in popularity with our target audience. As result, we decided to produce our own livestreaming broadcast on Tmall to attract new fans to the platform. Star-power was added to the broadcast through Chinese singer and Crocs’ celebrity ambassador Henry Lau. We then used both Crocs’ and his social media channels to attract members of his fandom to both attend and watch the event. However, instead of just relying on a big-name celebrity, we decided to also carefully curate additional online ‘网红’ celebrities that our audience would relate to. Our team worked tirelessly to find the right candidates. For us the most important thing was not the size of their reach, but the quality and strength of their fan communities.  Our campaign certainly delivered: Crocs saw an enormous 194% uplift in sales compared to their activity on Super Brand Day 2016. Crocs search terms on China’s most popular search engine Baidu also increased 200% in the week following the livestream. The activity added a huge longer-term boost to Crocs’ Chinese social media channels, increasing the brand’s social media fans by over 500%.

For the launch of Konami’s new PES2017 launch, H+K organized a press event in Argentina. We suggested a place related to soccer, so we proposed an informal happy hour at a local, comfortable bar, Locos x el Fútbol. Only the most relevant journalists were invited to keep the exclusive and private feel of the event. The press tried the app from their cell phones, and the game successfully launched.

In Guatemala, H+K supported Terra Group in a series of activations for the rebranding of over 30 gas stations in Guatemala. Now these gas stations are proudly rebranded as UNO, Terra’s regional brand for Central America. Our team supported through a communications campaign starting with a “First station” event, marking the start of the process. The campaign continued with frequent updates about new or emblematic stations added and finally with a Corporate VIP event for clients and stakeholders.

Nestlé Guatemala and NESCAFE® Dolce Gusto® presented their new Premium coffee machine ECLIPSE, a revolutionary and cutting-edge machine designed to position itself as one of the most modern products that NESCAFÉ® Dolce Gusto® has introduced in the Guatemalan market. H+K developed a communications campaign which included a media event in a premium location where digital influencers and opinion leaders also attended.

During July 2016, Christus Health, one of the ten largest healthcare companies in the United States, signed a deal with Coomeva, a Colombian healthcare group. This deal, allowed Christus Health to acquire 50% of Sinergia Salud, one of the companies owned by Coomeva. Sinergia Salud specializes in offering health services through its institutions. Among these are: the Farallones Medical Center in California, the Palma Real in Palmira and the country’s largest “at-home” medical attention program. In 2017, the alliance became public through an event that brought together the executives of both companies and Colombia’s most important media outlets. The venue was Christus Sinergia Salud’s new building in California, where the company’s new image was officially presented. H+K Colombia designed a communications plan to position the brand, consolidate ties with key health journalists and position the company among key opinion leaders from the healthcare sector.

Our Guatemala team also launched Colgate’s newest toothpaste, Luminous White XD Shine, and the Brightening Brush White Advanced in Guatemala and Costa Rica. This was the first line of teeth whitening in Central America designed by millennials for millennials. Our team’s support constituted in organizing an innovative press event which include the presence of digital influencers and opinion leaders.

posted by Magnify Team | September 13, 2017 @ http://www.hkstrategies.com/qatar/en/what-weve-been-up-to-seventh-edition/

Please contact Eleni Constantinidi for more information.