One of the world’s largest market research groups, GfK wanted to be known for more than just its numbers. It wanted to be seen a provider of insight.

The approach

We bring to life the advantage that GfK’s research brings brands. We trawl their data to signpost future trends and reveal the impact, and we shine the spotlight on the people behind the data. We take our understanding of the news and what’s interesting to businesses and consumers and use it identify newsworthy findings and the best way to talk about them. And we’re now so trusted that we’ve even helped shape research with GfK.

The Results

We’re making GfK’s voice heard:

• 800+ pieces of coverage, January-June 2011
• 40% uplift in monthly hits from previous period

We’re making them heard in the right places:

• 115 national hits
• GfK comment in 50% of coverage

We’re making them heard among their competitors:

• 18% share of shout among its competitors, second only to pollsters YouGov

And we’re making a real difference

• We’re driving sales enquiries for reports and requests for subscriptions from everyone from Coca Cola to Downing Street

The approach
Inspired by the discovery of Kate Moss at JFK airport by Storm founder Sarah Doukas’ in the ‘80’s, we partnered with Storm Model Management and launched Gatwick Runway Models - the first ever model search hosted by an airport.  Winners would receive a New Faces contract with Storm and for the first time, tread the catwalk at London Gatwick Fashion Week (a previously award winning, Citizen Brando created event)

The Results
The campaign was nominated for numerous industry awards, exceeded client expectations and ROI

Following the campaign:

• Some retailers enjoyed sales uplift of up to 400% uplift
• 49% of passengers were inclined to buy holiday items at the airport
• The campaign would encourage 32% to fly from Gatwick Airport over other airports
• 350 pieces of coverage achieved; Highlights included a full page in The Daily Express, Stylist Magazine and Metro and a 2.5 minute piece on BBC News
• Advertising value: £1,127,218
• PR value: £3,311,712
• OTS: 415,228,377 (39 million created via social media)
• YouTube channel hosting video content received over 600 views

The Approach
Citizen Brando masterminded an influencer seeding program that created buzz through to launch. Lifestyle targets received photography only samples for previews, whilst key influencers, such as rapper and gaming enthusiast Tinchy Stryder received handsets. Meanwhile consumers were given the opportunity to win one of the ‘First 10 UK PLAY’ via a series of game-inspired social media puzzles.

On the eve of the launch, advocates and cynics from within Sony Ericsson’s Facebook community were given exclusive previews whilst the wider public were invited to the Xperia™ PLAY Rooms – a gaming fantasy land where they could get their hands on the handset, for the first time.

Come the evening, the Xperia™ PLAY Rooms were transformed into a VIP party. The UK’s press and blogging community mingled with industry aficionados, celebrities and consumer advocates and were given product demos. Over 300media/blogger attendees tweeted on the night about the event / product.

The Results
Buzz growth in Q1 was excellent, with 17,380 online mentions of Xperia™ PLAY

• Positive sentiment around Xperia™ PLAY with 72% favourable coverage
• Sony Ericsson’s online share of voice amongst its competitors increased by 10% over Q1
• Q1 saw a 206% increase in the association of Sony Ericsson with the word ‘Android’
• Q1 saw a 164% increase in the association of Sony Ericsson with the word ‘Gaming’

The Approach
Broadly speaking our approach to managing Three’s reputation in social media can be broken into two parts: ‘Social PR’, which encompasses a robust blogger outreach programme run by dedicated experts and ‘Social Platforms’.  We have specialist social media strategists who work to develop bespoke approaches for relevant platforms including Facebook, Twitter and YouTube based on audience insight.  At the other end of the spectrum, our creative technologists and content managers look after bespoke campaign activity to ensure key message cut-through.

The Results

• Over 8,000 Facebook likes in less than three months
• 6,492 Twitter followers (and over 13,500 tweets to date)
• A creative campaign that trended on Twitter, generating 12,929 uses of the hash-tag in just three hours
• An ever-increasing circle of advocates thanks to six-weekly blogger meet-ups and ongoing relationship building
• A minimum of four pieces of blog coverage per week

The Approach
Our approach was to begin – and sustain – a health conversation with the nation by asking ‘How are you Britain?’.  How Are You? is a fantastic platform for building emotional trust because it invites the consumer to let us know how they feel – rather than telling them what they should know.  It suggests a relationship of equals.

The campaign was a wide-reaching programme touching on different health themes, from the cost of a bad night’s sleep to UK workplaces (£1.6 billion) through to revealing a new breed of OAPs – the AOP (‘Active Older Person’).  We even produced the first-ever Twitter mood mapper: a bespoke tool designed to trawl Twitter posts to find mood mentions (stressed, hungover…) to overlay on a map of the nation.

The Results

• ROI of 1:16
• Over 60 pieces of coverage per chapter.  Total: 319 cuttings
• For every £1 spent on PR, we reached 8,204 people
• Average time spent on site five minutes
• 1,236 Twitter followers
• High brand awareness (89%) - 51% higher than Bupa’s nearest competitor

The approach
We drew inspiration from the TV commercial which showed a tea lady pushing her trolley through a violent storm to deliver steaming cuppas to the nation. We set up a challenge to find a real person to mirror the commercial by cycling the 950 miles from Land’s End to John O’Groats dispensing tea on the way. Our winning contestant was sent off in a flurry of media interest and gave interviews and twitter updates throughout the journey.

The Results

• 178,266 new Facebook fans generated and 6,500 interactions with the Twix Tea Lady
• Coverage with a PR value of £1,040,451 secured
• 100 pieces of national and regional coverage in just one month
• 130 Twitter followers in one month and 190 updates
• £7,000 raised for Have a Heart charity