Inspiration for IMC: Leslie Schrader, Ketchum

4. 4
• Engage PR early in the process to help shape the earned
opportunity for a holistic campaign
• PR best when it amplifies a brand story not marketing assets
• Focus on fewer, bigger, better PR priorities vs spreading
resources too thin across every campaign
• Ensure stream of always-on PR support to fuel share of voice

6. • Evaluate marketing ideas and help craft a holistic story
that allows for earned potential
• Create assets and a newsworthy message track that will
enable influencers to easily and credibly tell our story
• Help build programming to extend earned potential of
holistic campaigns
• Mitigate reputational risk and anticipate/prepare for
communication issues

8. Public relations is
about reputation;
the result of what
you do, what you
say and what
others say about
you.
Creates conversations
to increase share of
voice, enhance
reputation within a
brand’s industry,
engage with
consumers and,
ultimately, generate
business results.
A strategic
communication
process that builds
mutually beneficial
relationships
between
organizations and
their publics.
“PR has ‘moved on from merely being a matchmaker between
clients and media, or simply a publicist amplifying a story line,
to taking the central role in a new world of earned influence.’”
- New York Times, Oct 21, 2014

10. • YouTube stars outrank celebrity in influence
• Blogosphere has grown up and new digital
influencer is emerging
• Visual storytelling isn’t just for brands –
news today is multi-media
• Social and mobile allows consumers
participation in the news story
• Greater appetite to run stories with
tension, controversy
• Speed to publish > accuracy

11. Lend
Credibility
Approve or
Endorse a
Brand
Mobilize
Consumer
Participation
Tell a Brand’s
Story

12.  The first question we ask for all new creative ideas: Is it NEW(S)? Is there a specific newness about the idea/concept or thing we
are trying to sell.
 NEW(S) checklist: is the concept a FIRST of some sort? news loves FIRSTs and most superlatives – FASTEST, BIGGEST,
RECORD BREAKING, MOST EXPENSIVE, etc.
 What is the balance in branding vs. entertainment vs. education? Balance talking about the brand/product and making it
interesting to the general pop is the challenge for news media. Too much brand and it is purely a paid for play.
 Is it ON TREND for pop culture? Is it related to something that is breaking in popular culture or is clearly linked to a craze or fresh
consumer behavior
 What is the consumer takeaway or CTA? Will it inspire action?
 How does this further, promote or protect the brand’s reputation? Does it elevate prestige or present a favorable image to the
key target?
 Does it speak directly to (or with) the key target demo?
 Is it based in a truth? Rooted in a human insight or behavior?
 Will it get the target’s attention? Is it surprising or newsworthy to them?
 Would the target take the time to share this?
 Does it allow for two-way communication from brand to consumer? PR is ultimately a two-way marketing device.
12

14. Holistic campaigns that drive big PR results share some of
the following commonalities:
• Simple, unified message that works across the holistic spectrum
• Insight-driven
• Have a POV and place within pop culture
• Tell a brand story across converging paid, earned, shared and
owned channels
• Inspire a conversation not just copy

15. Altimeter
Consumersexposed
tomorethan

16. One strong narrative should
translate across every
brand channel
Unified
Message

17. Most effective campaigns start with what
consumers desire and need rather than pushing the
latest features and benefits first

19. PE SOAdvertising and Paid Media •
Content Amplification/Syndication •
SEO •
• Snackable content
• Social-optimized content
• Social media share enabling
• Websites and Apps
• Intranet
• Social Media Channels
• E-newsletter
Traditional and online coverage •
Influencer relations and engagement •
Events and offline experiences•
PROMOTED
CONTENT
SPONSORED
CONTENT
EARNED
SHARES
SOCIAL
AMPLIFICATION

20. It’s conversation,
not just copy.

23. Living
with Children
Organise your
living
Small space
living
FY15
FY16
FY17
Bed & Bath
All about Food
Room for Living
It starts with
the Food
Room for Living
Where good days
start
Core areas
Bedroom &
Bathroom
Core area
Living Room
Core
area
Kitchen
© Inter IKEA Systems B.V. 2013

24. We have an idealized view of
what a typical morning looks like.
But from the moment your alarm
rings to the second you rush out
the door, the truth is that
mornings – for the most part –
can be hard. Hectic. Stressful.
But IKEA can help.

25. With unique style,
calming décor and smart
organizational solutions,
IKEA can bridge the
gap between the
moment you hate and
the life you love.

26. We’ll show consumers how IKEA can help them
master the first 59 minutes of their day by
creating the definitive guide to making the very
most out of the first hour of the day.

27. We will set up the
program via a national
survey about people’s
challenges with mornings
Then gather a group of
experts, including IKEA, to
come up with the best tips
and solutions to solve
those problems.
We will create a
landing page as the
go-to hub for all of
the content
And help consumers see
where they themselves
need the most help to
have a better morning
Pinterest will
serve as our main
social support

28. CUSTOMER
EXPERIENCE
STAGE
Inspire Discover
Generate awareness and
intrigue through content to
provoke consumers to learn
more
Social amplification (paid and
organic), PR, Display (desktop
and mobile), search, and email
communications
ENHANCED
EXPERIENCE
MAP
ROLES FOR
COMMS.
CHANNELS
Show the impact of the First 59
and how it establishes the way
the rest of the day will transpire
First 59 Landing Page
Engage
Unlock how IKEA has solutions
that can help make the First 59
more successful through its
products
First 59 Landing Page, Social
content sources
Share
Cement IKEA’s role in making
the First 59 successful, and
provide opportunities for sharing
Social channels
*
*YT channel will be deployed if video content is created
**Custom quiz can be taken on media partner property (Oprah.com) and can direct users to relevant IKEA products
**

29. Landing Page
Wireframe
PR
Paid Display
Owned
Social
Influencer
Content
1. Share
2. Learn more
3. Seed hashtag
4. Go back to relevant IKEA.com pages
IKEA-USA.com
(Deeper Product Pages)

30. Our assets will
focus on
promoting overall
program and
driving users to
landing page hub
• Banners on IKEA website
• Banners on Share Space
• Inclusion in e-mail communications
• Inclusion in mobile/SMS
• Inclusion in print/TV
Owned
• Enhance First :59 messaging within existing activations (Oprah Tour - Ability to
promote program on-site; Largetail - utilize current blogging partnership with
design bloggers to further extend message; url will be added to print + TV)
• Paid Social (Pinterest)
• Search (Sitelinks)
Paid
• Launch & support across all channels (Pinterest, Facebook, Twitter, Instagram,
etc.)
• Content planned into editorial calendars
• Connect content to time of day
• “Preparing” Twitter chat
Social
• Announcement (press release, media day with panelists)
• Wake-up kits to morning show anchors; morning show ambush; custom toolkits
for LMSes to replicate locally
• Custom pitches to expanded media list
• Mom blogger challenge (Mom it Forward)
Earned

32. The program drove strong social and earned results, with substantial
engagement across all social channels and earned coverage topping goals.
Social Engagement
• The program drove strong social engagement across all channels.
• On Pinterest, the program drove more than 10,000 engagements and 7.3 million impressions and achieved 142,000 new followers.
• On Facebook there were more than 330,000 engagements – an average of 16,500 per week.
• Twitter users utilized the hashtag more than 6,000 times and drove more than 111,000 engagements.
• The YouTube videos were viewed nearly 50,000 times.
• Instagram accounted for more than 15,000 engagements.
Earned Media Coverage
• There were 225 earned media placements accounting for more than 46MM earned impressions, both surpassing initial goals.
• Top placements included “The Moms” on Sirius XM, Ellen, The Stir, Glamour.com and Café Mom.

34. Media Impressions – 40MM
(Awareness)
Key Message Inclusion –
75% of coverage to include at
least one key message
Tone – 100% of coverage to be
positive/neutral in tone
100% are positive/neutral
94% includes at least one key
message
38.6MM impressions secured across
618 placements; 96% of goal to date

35. Activities Key Metrics
• Alyssa Milano promoted the new designs during interviews with 13 top tier
entertainment and lifestyle outlets on launch day.
• Interviews along with proactive media outreach, press release and photo
distribution have resulted in 615 placements to-date.
• Sustained social media promotion of the new line with five additional posts from
Alyssa Milano slated until mid-2016.
38.6 Million
Total Earned Impressions
618 Total Placements
Heard on Launch Day: Earned Engagement and Program Highlights
“As a mom, I want to find things that make life
easier for other moms. These are pretty but
multi-functional. They are soft and cloth-like.
You can use them like hand towels. They have
many purposes.” - Alyssa Milano to Parent
Herald
“Viva brand came to me and asked if I wanted
to help them in designing a beautiful line of
paper towels, and I thought it was a genius
idea. – Alyssa Milano to MSN
“Milano’s Viva paper towels are not just paper
towels. They’re fashionable kitchen couture.” -
Bustle
“Kimberly-Clark, of course, are the paper
product people of all time.” - Sam Rubin, KTLA
0%
20%
40%
60%
80%
100% Partnership
Announcement
Expression of Style
Range of Uses
Cloth-Like Texture
Key Message Inclusion

38. Click each photo to view online.

40. • Inclusion in paid media – heavy TV and OLV schedule for the brand
• In-store displays
Program is an example of how PR can lead the idea, but planning with
other channels requires time

41. CHALLENGE
Old El Paso challenged Ketchum
to mobilize taco fans and drive
sales through awareness of a new
product: Cheeseblasted Taco
Shells. We had to engage moms
who want to become “bold” and
taco influencers who frequent the
Taco Tuesday conversation.
To liven up taco night, Old El Paso
and Ketchum created the
#Cheeseblasted campaign to
bring a bold, cheesy taco
experience to consumers.
SOLUTION:
Winning Over Consumers with Cheesy,
Shareable Content
Ketchum developed an integrated PESO (paid, earned, shared, owned) media
approach to drive awareness, consumer engagement and ultimately purchase
across multiple channels.
Ketchum secured an earned #Cheeseblasted campaign exclusive multiple
national outlets and partnered with Zach King, an influential Vine “magician”,
to create highly shareable videos, which was re-vined more than 2,000 times.
Ketchum filmed and edited custom cheeseblasted Vine videos of target-right
nostalgic items being cheeseblasted; designed, built and launched the
cheeseblasted microsite and photo sharing app; and created custom Old El
Paso #Cheeseblasted teaser tweets, images and GIFs for hundreds of
consumers and select top-tier reporters to drive online engagement and buzz
for the campaign in advance of the official launch.
For the campaign launch, Ketchum created a cheeseblasted microsite packed
with shareable features including a Get #CheeseBlasted photo-sharing app,
cheesy branded videos and recipes for the new cheese-blasted taco shell.
RESULTS
The campaign created such excitement that the
product flew off store shelves for weeks post-launch
and was a nationwide top-selling item at Walmart.
Ultimately, the #Cheeseblasted campaign reached
taco fanatics and target consumers alike for 8.34
million PR and social media impressions, 76% of the
11 million impression goal with an entire month left
in the campaign.
Old El Paso:
Old El Paso Gets
#Cheeseblasted
We are the agency that… started a #CheeseBlasted Revolution… helped Old El Paso increase market
share of cheeseblasted taco shells XX percent... made Old El Paso an social namesake through an
integrated PESO campaign that helped product fly off the shelves… and an influencer’s hero, bringing
thousands of #TacoTuesday Talkers together to become #CheeseBlasted.
Partner in Results | Section Three |
Everything is
better when
it’s cheesy