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.
Launching Electrolux
Over the last few years, Weber Shandwick has helped Electrolux successfully transition from the brand known for its high-performance vacuum cleaners to the brand that helps busy moms everywhere be “even more amazing” with their gorgeous, premium kitchen appliances. Starting from the official A-list launch in New York City to several inescapable online initiatives, suddenly Electrolux is everywhere!
To 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 NYC press event. Ripa also announced a partnership with the Ovarian Cancer Research Fund (OCRF), a cause important to her and to women everywhere. Extensive media coverage, from prime time to late night, helped put Electrolux on the map.
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!
Launch efforts generated more than 868 million media impressions (not including day-to-day product pitching).
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.