More than 2,400 bloggers officially attended the conference
1,000 bloggers visited the P&G Home Away from Home
600 bloggers “opted-in” to receive information from PUR
250 bloggers participated in a one-click demo
100 bloggers went home with the one-click FM
P&G BlogHer Attendees Survey Percent P&G’s Home Away from Home provided a place for me to relax and enjoy special activities and events in a way that improved my overall experience at BlogHer ‘10. 87% P&G’s Home Away from Home provided engaging content that I would want to blog about. 84% P&G’s Home Away from Home piqued my interest in developing a professional relationship with one or more P&G brands. 91%
Several bloggers posted about their positive interactions with the PUR brand and installing the one-click FM, which has garnered 45K media impressions to date
Many more – including FortheMommas.com and StudentsSavingBucks.blogspot.com – will be hosting PUR giveaways, sharing PUR posts and including PUR video throughout October
BlogHer Coverage: Miss Lori TV “ Every time you buy a PUR product, clean water is delivered to people that don’t have it. Today, we have our new PUR product – it takes one click and it makes sure your water is clean .” Double click to view
BlogHer Coverage: Mommy Got Swag “ This month I happened to meet the PUR team at BlogHer 10 in New York City and they gave me a PUR water filtration system to test out that attached directly to my sink. PUR was an amazing partner at BlogHer, supplying clean drinking water stations all around and their amazingly generous donation of clean drinking water packets to underdeveloped countries.” Double click to view
BlogHer Coverage: Totally Her “ I put up with the Brita pitcher for a while but began asking for recommendations on a better option. I switched to PUR. Right away it was clear that PUR is the superior brand. I’ve been much happier with my PUR water filtration pitcher and will be sticking with it long term.”
BlogHer Coverage: Pineapple Babble “ I had an extensive conversation with the rep from PUR. She was very kind – even when I told her I couldn’t stand on-the-faucet filters because for whatever reason they have NEVER worked for me. Guess what? IT WORKED. It’s easy, it clips off so I can wash my dishes. The water tastes REALLY clean and the filters last 3 months!”
National Coffee Day coverage alone has generated more than 70K media impressions to date
Sustaining Coverage: National Coffee Day “ Living on Long Island, I have always been scared of the water since the rumors are that the very high breast cancer rate here comes from drinking the water. (who knows but better safe than sorry right?) Therefore, I have been using a PUR filter on our faucet for the last few years.” “ The PUR One Click Faucet Mount is an easy way to remove 99% of lead, trace levels of pharmaceuticals and microbial cysts. In addition to great coffee, this is a feature that is important to me for my family. My three girls deserve the cleanest best tasting water.” “ How to make the best cup of coffee: Always use cold fresh, clean water. Using filtered water is best. The PUR one-click faucet mount makes getting clean water right from your tap and into your coffee cup a breeze!”
On Friday, October 15th thousands of bloggers from around the world came together to discuss a broad range of water issues, from river conservation to the water crisis in Africa
DVPR reached out to new BlogHer contacts as well as our database of influential bloggers to encourage them to voice their thoughts on water quality on Blog Action Day
Sustaining Coverage: Blog Action Day “ PUR’s YouTube videos, describe the urgent need for clean drinking water and the daily efforts PUR makes. Though many think we are too far from the developing world to lend a helping hand, there are several ways we can improve the situation.” “ PUR siempre dona 10 litros de agua limpia por cada nuevo fan de su página de Facebook, pero por Blog Action Day ha decidido doblar esta cantidad.” Translation: “PUR always donates 10 liters of clean drinking water for each new Facebook Fan; however, the donation will be doubled for Blog Action Day.” “ They only time I feel helpless, is when I'm without water (try an hour to an entire day without water when a storm hits in Puerto Rico when you're there on vacation). And I'm never without it for that long. I cannot imagine not having access to clean water. The message was crystal clear when I saw the PUR water demonstration at BlogHer. It had me floored. I was amazed at the ability to bring clean water to places, countries, and people that do not have that luxury with a small packet. How's that for trying ?
One-Click FM: Overall, the one-click message we sought out to deliver was well-received. The bloggers were thrilled with the ability to easily install and remove the device. Although many asked if this now allowed the device to work on a pull-out faucet, they were clear that this was something that their readers would nevertheless find interesting.
PUR Flavor Options: It was surprising that three years after launch, many bloggers still did not know about this product. They were very pleased with the ease, taste and nutritional benefit of the product and asked many questions. This product remains a discussion opportunity for the brand and may be a great way into other conversations with interested bloggers.
Contaminant Removal: With Filtrete only a few booths away, we talked to bloggers extensively about the need for certification and the value of having larger numbers of certified contaminants. Most did not know about the quality of removal claims on FMs and the extra gallons that were being filtered versus the leading pitcher.
PUR Water Stations: The stations were a high-profile and unique branding opportunity for PUR that really resonated with attendees. Additionally, as the water bottles continue to be used post-BlogHer, they can reinforce the PUR connection with bloggers even after the show.
Scale vs. Brand Sponsorship: While the P&G scale sponsorship made it possible for PUR to participate at BlogHer in a highly visible way at a reduced cost, there was less control over the activation – signage, demo location, design, etc. were planned and implemented by the P&G scale team
It may be worth the investment for PUR to own a brand-only sponsorship for more control over execution during future blogger events
Amplification: To maximize future blogger sponsorships, DVPR recommends creating a PUR “Blogger Brigade,” in which members could help advocate and drive traffic to PUR’s event activation
Blogger Brigade members can also help maintain momentum throughout the year with their thousands of loyal readers/followers
Beyond events, Blogger Brigade relationships can help strengthen yearlong ER efforts and extend the reach of PUR content or coverage from traditional media outlets
Traditional Media Bloggers Journalists Aggregators Editors - RSS - SEARCH - NETWORKS Closed Networks - PROFILE SHARING Open Networks Unlimited Sharing Potential - TWEETING
Digital Snapshot: Understanding the Social Media Landscape
Using Cision’s new Social Media service, Radian 6, we can monitor the social media landscape to better understand the success of blogger-specific outreach campaigns and events such as BlogHer
With Radian 6, we can monitor and assess how PUR and the water filtration industry are being portrayed in the digital space, at any given time, with real-time feedback and analytics reporting
We recently initiated a new Digital Media section within the Weekly Media Recap to provide a snapshot of weekly digital water conversations
Monitoring Water Industry Conversations Example: Past 30 Days Social Media Conversations: By Topic Social Media Conversations: By Vehicle
Please note, the results below are not a representation of the “Water Conversation” as a whole. The charts below focus primarily on water filtration, clean drinking water and bottled water. However, as we become better versed in Radian 6, we will explore ways in which we can get a more comprehensive snapshot of the Water Conversation landscape.
To date, there have been 3,886 digital PUR mentions since July 1–including blogs, Twitter, Facebook, forums and videos
ER has focused a significant effort on fostering relationships in the blogosphere this fiscal, and that is where PUR has been most visible, with 2,238 mentions that typically communicate strong PUR messaging