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Make 90 Seconds Last a Month - the Story Behind the 84 Lumber Super Bowl Ad

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My presentation about the PR efforts surrounding AdWeek's #1 2017 Super Bowl ad from 84 Lumber. This was given at the 2017 PRSA International Conference in Boston.

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Make 90 Seconds Last a Month - the Story Behind the 84 Lumber Super Bowl Ad

  1. 1. @sradick Make 90 Seconds Last a Month: The Story Behind Adweek’s #1 Super Bowl Ad October 9, 2017
  2. 2. @sradick #PRSAICON
  3. 3. @sradick Good People + Training + Incentives = Sales #PRSAICON
  4. 4. @sradick You can’t attract people if they don’t know who you are #PRSAICON
  5. 5. @sradick #PRSAICON
  6. 6. @sradick If you want people to know who you are, why not get on the world’s biggest stage? #PRSAICON
  7. 7. @sradick #PRSAICON The Journey Begins
  8. 8. @sradick #PRSAICON
  9. 9. @sradick #PRSAICON
  10. 10. @sradick Pre-Super Bowl During Super Bowl Post-Super Bowl A Super Bowl ad is no longer just an ad – it’s a campaign #PRSAICON
  11. 11. @sradick With 65 other Super Bowl commercials, each with their own marketing campaigns – we had to make people care about this one
  12. 12. @sradick Release early or do a big reveal? #PRSAICON
  13. 13. @sradick Our Strategy  Build anticipation for the spot  A rising tide lifts all boats  Showcase Maggie’s passion strategically  Ride the news wave  Make the media do the work for you #PRSAICON
  14. 14. @sradick Use media drivers
  15. 15. @sradick January 10 – Get on the Super Bowl roster #PRSAICON
  16. 16. @sradick #PRSAICON
  17. 17. @sradick #PRSAICON One Week Later…
  18. 18. @sradick January 17 – React and contain #PRSAICON
  19. 19. @sradick #PRSAICON
  20. 20. @sradick #PRSAICON Take the lead
  21. 21. @sradick January 20 – Be the example for everyone else #PRSAICON
  22. 22. @sradick #PRSAICON One week out…
  23. 23. @sradick 23
  24. 24. @sradick January 27 – Make the media do the work for us #PRSAICON
  25. 25. @sradick #PRSAICON
  26. 26. @sradick #PRSAICON
  27. 27. @sradick #PRSAICON
  28. 28. @sradick Complete the Journey #PRSAICON
  29. 29. @sradick 29
  30. 30. @sradick #PRSAICON
  31. 31. @sradick Not all news was good news #PRSAICON
  32. 32. @sradick The divisive reaction reflected the divided nature of our country #PRSAICON “Ideological interpretation aside, the intimate portrayal of Latino immigrants injects a needed dose of humanity into a debate that is all-too- often framed in terms of policy and statistics.” - Scott Blinder, an assistant professor of political science at the University of Massachusetts, Amherst
  33. 33. @sradick The Super Bowl was just the start #PRSAICON
  34. 34. @sradick 37 Case Study is available here -- https://www.youtube.com/watch?v=jEXSLU0edIA
  35. 35. @sradick The business results #PRSAICON 25% Increase in brand awareness 90,000+ Total applicants since Feb. 5 22,000+ # of Management Trainee applicants 135,000+ People who have the 84 Lumber Talent Network 191% Increase in people joining the Talent Network 63% Positive brand sentiment among those saw the ad
  36. 36. @sradick Since then, the awards have started to roll in… #PRSAICON • D&AD Wood Pencil for Cinematography for Film Advertising • D&AD Wood Pencil Editing for Film Advertising • Bronze Pencil Award in the Long Form, Single Branded Entertainment • Bronze Award at the A-List Hollywood Awards in the Online Video category
  37. 37. @sradick …and roll in… #PRSAICON • INDIE Award Finalist for Best PR/Earned Media Campaign • 2017 Creative Industries Award for Communications • Pittsburgh Business Times Innovation Award • ProSales Excellence Award – Grand Prize sradick@brunnerworks.com
  38. 38. @sradick …and in Bronze Lion at the Cannes International Festival of Creativity #PRSAICON
  39. 39. @sradick #PRSAICONwww.brunnerworks.com

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