PUBLIC RELATIONS
USING PUBLIC RELATIONS FOR MODERN STORYTELLING 
#DigitalMarketing #PublicRelations #Storytelling
TASK

Modern PR is a perfect tool for consumer goods companies to position their products in high-quality media through differentiated storytelling. The task for the client Philips consists of encouraging consumers to experience their very diverse products by presenting them in a trustworthy way through the media. 

SOLUTION

The challenge: to ensure that the brand and products are placed in lifestyle, daily media and consumer health magazines in a thematically appropriate way. Past experience shows that samples are often suitable as “door openers” to the editors. PR works as well for clients with smaller products as it also does for clients with larger products, such as Philips. 

In addition to products, storytelling now plays a big role: We focus on seasonal themes such as Valentine’s Day, the beginning of summer or themes such as “healthy and fit through the winter” and try to embed products in a thematic hook that shows the product in use and makes clear what consumers can expect from it. The use of Key Opinion Leaders (KOL) such as nutrition experts, doctors or coffee experts can additionally underline/ highlight the credibility of a product and its function and lead consumers to follow the advice of a KOL and evaluate a product as particularly high quality. In the long run, this contributes to credible brand building, not only strengthening the product value, but also the brand promise. 

implementation
time frame work: 2020
ESTABLISHING AND MAINTAINING HIGH-QUALITY RELATIONS WITH SWISS MEDIA 

  • Targeted approach to journalists 

  • Providing well-prepared content and also offering thematically appropriate KOLs 

SPECIFY MEDIA DISTRIBUTOR LIST 

  • Maintaining and expanding media distribution lists by category and targeting journalists for media distribution and personal contact in order to achieve the best possible fit. 

Storytelling

  • Incorporate PR into the overall communication and align it with the positioning of a brand. Adjust the focus of PR work at short notice if necessary (e.g. COVID-19). 

  • Using appropriate theme hooks such as theme days, seasonal hooks; keeping an eye on critical issues in order to be able to act at any time. 

  • Making products tangible through samples 

  • Adapting the communication approach to editorial plans 

  • Utilize KOLs that confirm the benefits of a product 

INTERACTION WITH THE BRAND 

  • Using raffles to activate the community and encourage them to interact with the products and the brand. 

results

  • Placements in key lifestyle media or newspapers such as Style Magazine, NZZ-Bellevue, Gala Schweiz, Häuser modernisieren, 20 Minuten Friday, Schweiz am Wochenende, NZZ am Sonntag, etc. 

  • Successfully integrate micro-influencers into media work to generate awareness for the brand and products on social media. 

  • As of September: 35 clippings with an ad equivalent of CHF 110,780. 

Press highlights: 

Test report on the Auto-Curler in the NZZ Bellevue
Raffle of the Sonicare DiamondClean on stilpalast.ch
Raffle of the Shaver Prestige at DISPLAY magazine
Presentation of the Lumea Prestige in the NZZ Bellevue
All Cases