Putting A Fortune 500 Client on the Map

Challenge

• Create a branding campaign for a Fortune 500 to increase market share.

Strategy

• Develop fictional character to campaign for U.S. President

• Create media buzz

• Take the campaign on the road

• Launch multi-media campaign

Tactics

• Drafted strategic plan: branding, positioning, digital

• Created content:

  • Logo

  • Tagline.

  • Messaging

  • Biography

  • Fact sheets

  • Frequently asked questions

  • Online content  

• Conducted media/message training for the candidate, spokespersons

• Leveraged social media

  • Updates for supporters

  • Voters chose VP online

• Created a cable ad with campaign manager, James Carville

• Launched with a national reception at National Press Club for 1000

• Held 12 campaign events around the US

• Ambushed the media at the 12 events

• Conducted satellite media tours

• Tracked media coverage

• Prepared monthly reports and final report.

Results

• Client expected 10 million media impressions.

  • More than 100 million media impressions including National Journal, Washington Post, Politico, Time, Newsweek, New York Times, and more.

• Most successful earned media effort in the 100-year history of the company.

• Firm named agency of record for the brand.

• Fictional character runs for president every 4 years.