Weber Shandwick delivers strategic public relations campaigns that help companies connect with consumers and build the relationships essential to creating brand advocates.
Whether targeting Alpha moms, health-conscious baby boomers, pet lovers, pop-culture-obsessed teens or motorcycle enthusiasts, we use insight-driven strategy to create programs that reach the right people, with the right message, in a way that truly resonates.
The Weber Shandwick consumer marketing practice has more than 400 specialists around the globe, offering both an outstanding breadth of experience to draw from as well as a valuable depth of knowledge in each market. We are experts at driving consumer campaigns in key sectors: food and beverage, health and beauty, household products, packaged goods, retail and fashion, travel, automotive, and consumer technology. Our specialties include new product launches, consumer education campaigns, and brand revitalizations and repositionings.
We build visibility and preference for our clients and their products and services through consumer outreach, media relations, event marketing, grassroots campaigns, strategic alliances and sponsorships, pop culture penetration, word of mouth, mobile marketing, and interactive and emerging media initiatives.
We are privileged to work with many of the top marketers in the world and we’ve earned our place as a trusted partner by always keeping one simple goal in mind – to help our clients achieve their ultimate business objectives.
Importing European Brand Equity to Launch ICON™
An established kitchen appliance brand in Europe, Electrolux enlisted Weber Shandwick to help launch the new ICON line of high-end kitchen appliances to the North American market. When our audience insight research revealed that U.S. consumers were hesitant to buy a stove from what they still considered a “vacuum cleaner company,” we began reshaping that perception by forging strategic alliances with Cunard Line and
Gourmet magazine and enlisting key culinary influencers to act as appliance ambassadors.
To capture media and consumer attention in a creative and unexpected way, we literally imported Electrolux’s European equity by delivering the first ICON appliances aboard the Queen Mary 2. They were escorted by Jane Seymour, who conducted a live satellite media tour from the middle of the Atlantic. Back on solid ground, we built a complete kitchen display for editors to experience the ICON line’s innovations for themselves. Our efforts on behalf of Electrolux garnered more than 100 million media impressions and more than 30 installs in key influencer homes. In addition, we were able to help Electrolux capture industry attention, leading to multiple “Product of the Year” awards.
National Milk Mustache got milk? Campaign® Reaching the Hearts, Minds – and Upper Lips – of America
Weber Shandwick has helped put milk on America's lips with one of the most recognized consumer marketing campaigns in history. The campaign was created for the nation's milk processors to stem a 30-year decline in milk consumption. Today, these milk mustached celebrities are the face of an award-winning campaign that is credited with a turnaround for the industry.
Working as part of a seamless integrated team, Weber Shandwick has unveiled more than 250 celebrity milk mustache ads, which serve as the launching pad for a consumer education campaign that reaches far beyond the newspapers and magazines in which the ads appear. And each year, we take the campaign on the road to hundreds of grassroots events in local markets through the Milk Mustache Mobile tour. The tour generates excitement among consumers, creates local market media opportunities for milk education efforts and allows the milk industry to leverage the campaign for their own brands in their key markets.
After nearly 13 years, Weber Shandwick continues to find fresh ways to reach consumers to address misconceptions of milk and make milk more relevant to key audiences, especially moms and teens. Last year, we launched Body By Milk, a highly targeted education campaign that reaches teens in local schools and popular online spaces. Body By Milk has reached millions of teens with highly personalized experiences that educate and reward them for engaging with important nutrition information about milk.
Ongoing nutrition communications efforts feature alliances with the country's leading health and nutrition influencers, including the American Academy of Pediatrics, the American Dietetic Association and the School Nutrition Association, and we work with a panel of some of the nation's leading health professionals to leverage breaking research on the health benefits of milk.
In all, the campaign has generated nearly 18 billion earned media impressions for milk. Most importantly, the decline in milk sales has halted and increases in consumption are being seen among our most important consumer groups targeted by the campaign, particularly women and teens. Tracking research reveals significant improvements in attitudes toward milk and greater awareness of specific health benefits that are key to improving consumer consumption of this important nutritive beverage.