Official #PRSL16 keynote by Ben Bisco, Head of Digital at JD Williams - delivered at PR & Social Leaders Masterclass in Manchester on Tuesday 24th May 2016. The explosion of digital and social media has seen the lines between PR, Brand, SEO, Social & Content Marketing becoming more blurred, with the integration of the differing processes, cultures & objectives of these channels and their teams becoming more difficult. Many brands and agencies are struggling to get everyone to work together harmoniously in communicating their brand story and customer proposition. In this session Ben will reveal the successful approach implemented by the N Brown Group, which not only changed the way in which their internal teams work more collaboratively, but through the award-winning ‘Simply Be Real Campaign’ transformed their ability to communicate the brand proposition in an ever-changing digital age.

1. Simply Be Real

2. Our worlds
are converging

3. We’re all trying to talk to our audiences…

4. …in all the same places

5. All looking at slightly different things

6. How do we get everyone to work together?

7. Lots of different models…
…but what works in practice?

8. Well, we managed to get it right
It wasn’t plain sailing
But we did learn some stuff
And we even won an award

9. So what did we do?

11. The task

12. The task
PR
•To be fashion contender
•Be worth writing about
Social
•Committed engaged core audience, but small
•Get them spreading the word
Content
•Great sales content
•Blog good, but struggling to capture interest
SEO
•Link profile dwarfed by competition
•Need quality links.
Paid Media
•Move beyond PPC & Affiliates and test display
Wanted great creative to get cut through

13. Our audience

14. Fashion as entertainment

15. We needed an idea that was

16. And this is what we did…
Video Here

17. Exposure & buzz throughout the season

18. And it worked
2000 entries to model comp
25 pieces press coverage
5,000,000 video views
200+ Links
+186% web sessions
+300% mobile sessions
20% growth in product revenues

19. • Great idea, meant something to audience
• Great creative delivered digitally
• Changed way we worked internally
• And did I mention, we won an award…

20. So why did it work?

21. A clear strategy

22. We knew our audience

23. A simple idea that meant something

24. A story, with chapters

25. Collaboration

26. Distribution

28. Hard work, luck & opportunism

29. To sum up
It’s all possible & to do it you need:
• A clear strategy with goals
• To understand your audience
• Simple, meaningful ideas
• To collaborate
• Have a clear distribution plan
• Be prepared to work hard

30. Thank You