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.
Electrolux: Even More Amazing
ChallengeOver the last few years, Weber Shandwick was charged with helping Electrolux successfully transition from a brand known for its high-performance vacuum cleaners to a brand that helps busy moms everywhere be “even more amazing” with their gorgeous, premium kitchen appliances.
Strategic ApproachTo launch Electrolux – the largest product launch in the company’s 80-year history – we tapped Kelly Ripa, a well-loved TV personality and busy mom, to unveil the line at a camera-packed New York City press event. Ripa also announced a partnership with the Ovarian Cancer Research Fund (OCRF), a cause important to her and to women everywhere.
To drive the target to the Web site and engage her with the brand, Weber Shandwick also conceived of several highly successful social media campaigns – like the “Virtual Bake Sale.” Ripa unveiled Electrolux’s new Red Hot Red color and announced the charity “bake sale” to give consumers a way to show they care just in time for Valentine’s Day. For every virtual cupcake sent, Electrolux donated $1 to OCRF and the sender was entered for a chance to win the new appliances. As a result, our target sent more than 165,000 cupcakes – 3000 in first 90 minutes of the campaign – that’s nearly two cupcakes every second!
OutcomeAs a result of the official A-list launch in New York City and several inescapable online initiatives, suddenly Electrolux is everywhere! Extensive media coverage, from prime time to late night, helped put Electrolux on the map.
Launch efforts generated more than 868 million media impressions (not including day-to-day product pitching).
CVS Caremark: A New Friend for ARTHUR – All Kids Can Teach Kids About Inclusion
ChallengeWeber Shandwick was charged with creating a broad-based national campaign to promote CVS Caremark’s All Kids Can program to a consumer audience and engage moms, educators, librarians and children. The campaign needed to promote the organization’s mission with a focus on the importance of inclusion for children of all abilities.
Strategic ApproachThe team set up a partnership with CVS Caremark’s All Kids Can program and the award-winning PBS KIDS GO! television series. The partnership sparked the ARTHUR/All Kids Can Character Search as a vehicle to engage children ages 6-12 along with their parents. This national search was designed to educate children about disabilities and the importance of inclusion, and show how children of all abilities can play together. The winner would receive a visit from ARTHUR creator and author Marc Brown, and appear with his or her character on a future episode of ARTHUR.
To promote the competition, the team created an ARTHUR/All Kids Can Character Search web page and linked it from PBS KIDS GO! online as well as the CVS and CVS Caremark All Kids Can site. An online promotion on Twitter also got moms writing about the topic of disability inclusion.
ARTHUR creator and author Marc Brown served as a spokesperson for the campaign and appeared on the TODAY Show, a satellite media tour, and conducted individual media interviews with Associated Press and others.
OutcomeThere were 423,737 page views of the ARTHUR/All Kids Can Character Search web page, 39,169 entry form downloads and more than 8,500 submissions received. In all, there was coverage in 231 media outlets with over 13.3 million media impressions with over $1 million in ad equivalency, and national media covering the campaign included the TODAY Show, Associated Press,
Parenting,
The Boston Globe, About.com and numerous other regional and online outlets.
Ocean Spray: Family Feeding Families
Challenge:
Weber Shandwick was challenged to help launch Ocean Spray’s Family Feeding Families campaign and Share our Strength partnership at New York City’s Big Apple Bog via a robust media integration with Martha Stewart Omnimedia and Hallmark Channel. Our team was asked to reach media and consumers in a new and unexpected way by elevating Ocean Spray’s 6th year in Rockefeller Center®.
Strategic Approach:
Ocean Spray partnered with culinary maestro Martha Stewart to host a Thanksgiving meal inside New York’s “Big Apple Bog” for 45 New York City youth. A 40-foot-long Thanksgiving table, inspired by Martha’s creative team, was constructed and placed inside Ocean Spray’s 1,500 square foot Big Apple Bog. The Martha Stewart/Share our Strength partnership emphasized the brand’s authenticity as real Ocean Spray grower-owners were interviewed and engaged with consumers, media and youth inside the bog.
Outcome:
The campaign generated 285 million impressions, which exceeded 2009 impressions by 251%. Coverage was featured on the “The Martha Stewart Show,” “The Today Show,” “LX new York,”
In Touch, Star,
New York Daily News and
The Epoch Time to name a few. Weber Shandwick leveraged the event to re-engage Twitter/Facebook fans (Facebook “likes” increased 92%/Twitter followers increased 52%) and reached a milestone of 5,000 Fans on October 20th.