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Robinson pincus sponsorshipandsocialmedia_credentials.pptx
Robinson Pincus is a specialist sponsorship and social media agency that creates impactful platforms enriched with compelling content for brands in today's social landscape. The agency's unique approach, combining sponsorship with social media, allows for deeper consumer engagement and better measurement of effectiveness through their Leverage Loop and Soapbox models. By focusing on consumer passions and interactive campaigns, they provide brands with greater reach, influence, and cost-effectiveness in their marketing strategies.
Robinson pincus sponsorshipandsocialmedia_credentials.pptx
- 1. Agency Credentials We createand manage Sponsorship platforms that are rich in Social Content that consumers and customers want…and want to share.
- 2. We give youmore reach, richness, longevity, sales and measurement from Sponsorship. The following credentials will give you a good overview of who we Blog are, what we do and how we offer you something smarter than the http://robinsonpincus.blogspot.com/ traditional Sponsorship agency. Twitter If you would like a deeper insight into how we think, read our blog, @robinsonpincus follow our tweets or give us a call. Josh Robinson josh@robinsonpincus.com +44 (0)7771 903 889 Ben Pincus ben@robinsonpincus.com +44 (0)7785 227 215
- 3. A new kindof Sponsorship agency How are we different? We are a specialist Sponsorship & Social Media agency built for today's open and empowered social landscape. What do we do? We create Sponsorship platforms rich in compelling Social content that consumers and customers want…and want to share. We call it ‘content that carries’. Where did we come from? Ben Pincus and Josh Robinson – each with over 12 years experience creating and activating global Sponsorship platforms – founded the agency with a new approach that would add a wealth of new value to brands through Sponsorship… …in an era when passions offer greater potential as brand communication platforms than ever before.
- 4. A new sociallandscape: exciting times for brands Our social landscape has changed radically. Yet, what we engage with and talk about remains essentially the same. The news Celebrities Planning social events Sport We ^ind it extremely encouraging and inspiring that people’s passions Games are the dominant currency in this socially-‐ampli^ied age. Something funny or interesting that happened today Gossip Music Politics It won’t have escaped you that, just like Sponsorship, Social Media What happened at Sending links for people to watch or download brings vast tribes of likeminded communities together around school/college/work TV programs unifying passions. Fashion Bitching or moaning What’s on TV right now Today, these communities can connect, share and shape events on an Flirting Movies Things I’m stressed about unprecedented scale. Adverts These are exciting times for brands who might be looking to build Relationships stronger relationships with their consumers and customers. ‘Top 20 Social Currency’ - Source: OTX Research (IPSOS) 2009
- 5. A new ‘bestof both worlds’ opportunity for brands: Stronger influence and greater scale Sponsorship and Social Media are perfect partners, offering brands the opportunity to achieve results that have, up until now, eluded traditional Sponsorship practitioners. The opportunity to in^luence more people, more deeply. By combining the two channels we offer brands… Greater Richness Bigger Reach Longer Longevity Easier CRM/Sales Stronger Measurement …more cost-‐effectively that ever before. So, how do we do it? Our new model provides the blueprint for Sponsorship activation that embraces Social Media as much more than a ‘broadcast channel’…
- 6. A new approachto Sponsorship planning, creativity and activation: involving the consumer more We involve the consumer more in shaping what happens, where and when through our Leverage Loop™ model. By involving the consumer more, not only at initial insight phase, but throughout the entire process, we deliver: Stronger Platforms …that are more relevant and meaningful Smarter Rights negotiation …that give you more for less Better Leverage …that in^luences more people, more deeply, for longer Fig 1. ‘Robinson Pincus Leverage Loop™ Sponsorship Model’ 2010
- 7. A new planningprocess to fuel a new approach: Soapbox™ captures the Wisdom of Fans What’s the value? Soapbox™ delivers richer, faster fan insights that inspire more effective platform and leverage ideas. What’s the story? Soapbox™ is our insight and planning process that taps into targeted, passion-‐powered social networks to capture their thoughts, motivations, desires and ideas. Soapbox™ works because people love to talk about the things they are passionate about. What’s the process? We Locate fans. We Listen. We Recruit most vocal We Discuss We Create. We Activate… …and then we Listen again. Fig 1. ‘Robinson Pincus Soapbox™ Planning Process’ 2010
- 8. A new depthin measuring effectiveness: R.I.C.H. R.I.C.H. is our way of measuring effectiveness more deeply. REACH – Bigger reach across targeted communities through ‘content that carries’ throughout social networks. INFLUENCE – Greater in^luence through co-‐created ideas that are inspired by richer insights (Soapbox™). COST-‐EFFECTIVENESS – Bigger reach + Greater in^luence = Better value. HUNGER – A new dimension: Consumers become accustomed to shaping Sponsorship activation, increasing ‘hunger for more’ from the brand.
- 9. A new schoolof thought from experts with over 25 years in the brands, passions and people business Over recent years we have become increasingly intrigued, excited and convinced by the opportunity presented by Sponsorship & Social Media as a combined force. Much of the work we have done for clients put this strategic thinking into practice, to great effect. Not only did we achieve great results with consumers and customers, but we elevated Sponsorship as a content platform within our clients’ marketing and communications teams. Sponsorship increasingly became the channel that fuelled and enabled other channels, particularly Digital, to be more integrated and more engaging in the longer term. The following four case studies have been chosen because they are the best examples of Sponsorship & Social Media concept and activation. Over last 5 years in build up to establishment of Robinson Pincus
- 10. Inspiring infectious creativityacross 7,000,000 pan-European fashion fans Brief Canon had BIG awareness through Champion’s League, but relevance was low. The brand wanted the world to think of their products as tools that would ‘unlock creativity’. Emotional stuff. Platform Sponsorship of London, Paris and Milan Fashion Weeks provided the glamorous backbone for ‘We Speak Image’ – a creative community project where Europe’s style-‐junky public and 14 of the world’s leading designers worked together to create exciting new collections. Socially-‐supercharged Leverage The public uploaded imagery to wespeakimage.com. Other community members commented and voted. Inspired designers posted early sketches. Collaborative creativity was real and exciting. Finally, each of the 14 designers chose their ultimate mood board and produced collections that were shown live, used as iconic POS, shot for fashion press and spread across the web like wild^ire. Reach & In^luence wespeakimage.com attracted over 250,000 unique users. Local market leverage reached 500,000 on average. Brand relevance increased from 37% to 69% post-‐campaign.
- 11. Establishing a passionatetribe of ‘Progressive Entrepreneurs’ around a new challenger brand Brief In^initi were launching in Europe as a premium luxury challenger brand to BMW, Audi and Mercedes. The brand wanted to build relationships with ‘Progressive Entrepreneurs’ – premium consumers who are intrigued by the unusual and want stories to tell that prove they know what’s fresh and hot. Platform The ‘Af^inity Partner Programme’ gave In^initi working partnerships with 10 likeminded premium luxury challenger brands across key lifestyle categories. Socially-‐supercharged Leverage These projects, including a valet-‐partnership with Belvedere Vodka, an off-‐road partnership with Volant skis and a design partnership with Bell&Ross, provided an arsenal of image, video and editorial content that drove word of mouth and and instantly positioned In^initi as a premium luxury lifestyle brand with something different to offer. Reach & In^luence Just type ‘In^initi Bell&Ross’ into Google to see the wealth of coverage achieved from just one of the 10 active partnerships. Hundreds of thousands were reached in each wave, driving awareness and building brand equity for months after launch.
- 12. Feeding the globaldance music community with irresistible, live event-driven social currency Brief Heineken wanted to reassert it’s credentials amongst 18-‐24s across 45 markets as ‘the world’s most progressive premium beer brand’. Platform Global research revealed dance music as the most powerfully unifying passion for this hedonistic demographic. Heineken Thirst was born – the world’s ^irst truly global dance music competition, uniting superstar DJs including Tiesto and Eric Morillo and local competition– winning talent in big event venues from Madrid to Miami. Socially-‐supercharged Leverage Live events drove word of mouth and provided epic branded content for broadcast and editorial across music and lifestyle channels. YouTube ran Thirst Studio workshops enabling budding global DJs to learn the tricks of the trade from top talent. Heineken.com kept fans up to date with competition status, all in the build up to one big pool-‐ party ^inale in Vegas headlined by none other than Kanye West. Reach & In^luence Frankly, too big to measure accurately. 45 markets activated Thirst Studio over 3 years across every leverage channel. The markets were most impressed by the wild^ire spread of branded social media content.
- 13. Sponsorship just gotbigger, richer and more cost-effective.