Consumer Lifestyle

NIVEA

Making a Splash in the Lotion Aisle

The Challenge

NIVEA was launching its biggest innovation to date, and wanted to elevate their status as a skincare expert by showing the target there is a new way to moisturize with in-shower body lotion.

Our Insight

Research showed that the target customer is an occasional body lotion user, is strapped for time and always is looking for efficiencies in her morning routine. The one place where she always has room to multitask is in her shower.

Doing It Differently

Product launches can be very formulaic, which is why we want to do something different by creating a new trend – “showertasking”. By creating a showertasking hashtag as well as branded information on the latest trend in multitasking.

To drive visibility and retail pull-through, we offered Facebook fans early access to samples, hosted a spa/shower experiential media event, and distributed a widespread creative mailer to over 250 editors.

Impact

Coverage of NIVEA In-Shower began with a splash, earning nearly 300 million impressions in its first month on shelves with placements like Today, Yahoo!, Allure, Glamour.com and Good Housekeeping. In addition, more than 211,000 Facebook fans signed up to trial the product, generating more than 3 million impressions on social media.

In less than a month, sales exceeded expectations with over 1.2 million units sold. The product also reached #1 best-seller status on Amazon.com.

Lysol

Coaching Healthy Habits

The Challenge

Back to school is a cluttered time for brands competing for visibility and sales. Lysol wanted to drive awareness for Lysol products during the back to school season wjen moms are being bombarded with back-to-school messaging at every angle from technology to food to cleaning products.

Our Insight

While parents everywhere celebrate the start of the school season when parents no longer have to keep their kids entertained during the summer, they also share the common fear that their kids will bring more than homework home, they will also bring germs and missed school days.

Doing It Differently

In order to create a relevant tie to Lysol and parents’ concerns about absenteeism, we showed that healthy habits can pay off in unexpected ways: better grades, better attention span and more success inside the classroom and on the field. We partnered with NFL legend, Jerry Rice, as Lysol’s Healthy Habits Coach and teach kids how to build a healthy habits skill set. Rice shared that career longevity was in large part due to his commitment to practicing healthy habits. For added news appeal, Rice visited Scarborough High School in Houston, TX where the football team has carried a losing record since 2009. Rice talked about the importance of staying healthy in school and on the field. Rice participated in media interviews with top-tier national and local outlets, Lysol was able to break through the brand clutter and media impressions goals were exceed by more than 30%.

Impact

The campaign was featured in a plethora of high-impact stories in outlets like Good Housekeeping, Woman’s Day, Sports Illustrated, CNN, among others exceeding media impressions goals by more than 30%. Certain retailers got so excited, they asked to participate in the program the following year, helping drive incremental sales during the key back to school season.

Corporate

Intuit

Small Business Big Game

The Challenge

For 30 years Intuit has been passionate about helping small businesses succeed. Despite the fact that small business accounts for 65% of all US jobs, the failure rate of America’s small businesses had risen by 40% and Intuit wanted build a program that would give small businesses positive recognition and a big voice.

Our Insight

Small business often have wonderful personal stories that get overlooked and taken for granted because they don’t have the big stage opportunities that the major corporations are able to invest in. The most effective way to get media attention and positive consumer engagement in small businesses is to put them on a playing field where typically only big brands play.

Doing It Differently

Intuit and Access Emanate moved forward to do something that had never been done before — give small business owners a chance to compete to be on the world’s largest television stage. Intuit’s Small Business Big Game was a six-month competition where small businesses were able to submit their stories and compete to win the grand prize of a fully-paid, fully-produced 30-second ad during football’s biggest game. Access Emanate and Intuit enlisted celebrity and serial entrepreneur, Bill Rancic to serve as the celebrity spokesperson and advocate for small business owners. As the competition narrowed down to the final four, Rancic met with each finalist to personally congratulate them and offer success tips and advice. In the end, the campaign put the plight of small businesses on the editorial agenda and in the minds of influencers. It also positioned Intuit as a champion for small businesses, especially among the 15,000 that participated in the competition.

Impact

Over the course of the program, Access Emanate facilitated: 3 media tours with 125 in-person and phone interviews resulting in more than 1,800 articles generating equating 7.5+ billion impressions.

Tweets containing Small Business Big Game related keywords and PR driven headlines generated 30,000 tweets that reached an estimated 158 million followers. On the day of the Big Game, #TeamSmallBiz was used 1,700+ times on Twitter and GoldiBlox was mentioned more than 13,000 times on Twitter. The entire campaign resulted in 13 billion traditional and social media impressions.

Small Business Big Game drove 15,000 new customers into the franchise.

EMC

Redefining The Future of the EMC Narrative

The Challenge

Known for the past 30 years primarily as a storage vendor, EMC needed to elevate the brand from the storage conversation and instead connect EMC to the new technology dialogue taking place among vendors, decision-makers, end-users and the community beyond enterprise IT. Specifically, EMC wanted to showcase how through cloud computing, mobile, social and big data EMC is changing consumers’ lives and their expectations of the businesses with which they interact.

Our Insight

To tell a bigger story, EMC needed a bigger platform, one that would be more than marketing jargon. It needed to be anchored in quantitative data and be built on a thought-provoking platform.

Doing It Differently

Access Emanate develop “Information Generation,” that examined the new experiences technology has created in our lives — and the drivers businesses must adopt to succeed in the years ahead. We executed quantitative global research to determine the specific business drivers companies need to implement to succeed in this new digital age. We also engaged the Institute for the Future, a Valley-based think-tank to “futurecast” what today’s technology means for businesses tomorrow — and what they need to do now to be ready for the future. The quantitative research and corresponding report were distributed through a series of strategic embargoed media engagement dinners aimed at getting EMC in front of journalists outside of enterprise technology. EMC also showcased Information Generation through various channels at EMC World 2015 with an experiential “Walk-in Zone” that showcased scenarios on how technology will impact our everyday life over the next 10 years.

Impact

Across the globe, the team secured more than 400 articles, but most notable was cracking mainstream outlets that would typically not cover EMC outside of earnings, such as USA Today, CNBC and TIME. Moving beyond PR and Comms, the Information Generation narrative is now embedded in C-level talk tracks, analyst presentations, business unit marketing and global sales forums across the EMC organization.

Food & Beverage

LUNA Bar

The Power of Positive Snacking

The Challenge

LUNA Bars wanted to be seen as a leader in the snack space rather than just another bar on the shelf.

Our Insight

Today’s world makes it easy to power up from coffee or energy products. But this is only a temporary fix and does more harm than good.

Doing It Differently

A snack is just a snack, right? Well, it doesn’t have to be. We partnered with the Institute for the Future, and developed a 10-year research forecast study on women’s snacking behaviors, called “The Power of Positive Snacking.” Exploring when, why, and how women choose snacks for themselves and their families helped us elevate the importance of which snack you choose.

Impact

We eexceeded our goals with 47 million media impressions and more than 90 stories focused on the power of snacking. Additionally, 150+ nutritionists/media attended bi-coastal meetings, and #PowerofSnacking garnered 426 tweets and 6.8 million impressions. Most importantly, LUNA’s nutritionist network doubled following the campaign.

Tech at Home

Philips Sonicare

Real Time Brand Hijacking

The Challenge

Colgate held a toothbrush amnesty where consumers were encouraged to swap their electric toothbrush for a brand new Colgate. Colgate encouraged consumers to tweet about their experience using #brushswap. They underestimated the number of bargain hunters who would turn up at Waterloo station in London and were forced to shut down before 9am due to safety fears. Consumers were furious and took to twitter to complain.

Our Insight

When surprise and delight turn to shock and disappointment, social powered consumers can quickly transform from net promoters to net detractors, making their discontent known via a virulent social conversation at #thisbrandfails. Bad news for Colgate, but a fast and scrappy opportunity for Philips Sonicare to hijack.

Doing It Differently

We did not stand idly by, but instead seized the opportunity to drive engagement on social media and ultimately, Philip Sonicare sales. As Colgate customers raged on twitter, Access Emanate quickly moved to maximize the current buzz by launching a competition to giveaway 100 toothbrushes to unhappy Colgate customers. We hijacked the #brushswap hashtag and offered followers a chance to win a Philips Sonicare by replicating the Colgate entry mechanic online, and tweet images of their toothbrush. Our speed in launching the competition ensured other competitors couldn’t run a similar activity; our simple call to action resulted in immediate uptake of the competition with more than 100 entries in the first hour.

Impact

Within 48 hours we reached an audience of over half a million people, drove significant online sales of Sonicare and key retailers running out of stock. It also secured new Sonicare brand advocates with a 37% increase of sales over one month.

Client Testimonial

“Access Emanate has always gone to significant lengths to not only understand our consumers but have an in depth understanding of the communications landscape in which we operate. The Brushswap campaign was a perfect example of their digital capabilities, particularly their commitment to agile content that resonates and drives action. It was this quick and decisive approach which formed the basis of the campaign and the successful execution.”

2K

Late Night Takeover

The Challenge

2KNBA was a 5 year old franchise and it was critical to generate major coverage that not only maximized the expensive promotional endorsement of two NBA All-Stars, but also drove pre-sales.

Our Insight

To successfully reach Millennials and create excitement for a five year old game we had to go beyond the predictable game reviews and leverage the personality of late night shows which also reach more than 10M millennials via network TV and social channels.

Doing It Differently

Access Emanate formed a Late Nite SWAT team that ultimately booked and integrated NBA 2K15 on NBC late nite shows with hosts Jimmy Fallon, the #1 late night host and social media king with millennials, and Seth Meyers. The campaign included Kevin Durant and James Harden (NBA All-Stars) discussing NBA 2K15 on the couch of each show, and additional reach via creatively developed viral content following their appearances.

Five months of dedicated contact with bookers and producers, and tailored communications with agents to ensure that the air time was as much about the game as it was about the athlete.

Impact

Beyond the actual air time, more than 130 million unique stories appeared based on the late night, including extensive coverage of Kevin Durant’s quote “I play as LeBron James in NBA 2K”. Beyond the late night appearances, additional print, broadcast and online coverage added another 355 million total impressions. Most importantly 2K sold in more than 4 million copies of game within the first weeks of the game launch, which was the fastest time this franchise has hit this impressive milestone. Digital sales of the game also doubled.

Tech at Work

Facebook

Face-to-Facebook

The Challenge

It was irony on a grand scale: Despite having 30 million small businesses on Facebook, the brand’s small business division had virtually no connection to its target audience, making Facebook essentially faceless to them.

Our Insight

Small businesses want a trusted partner, not a marketing vendor. Business is very personal for small businesses so for Facebook to connect with them they need to move from the virtual to the personal.

Doing It Differently

We came up with a strategy that very unconventional; raise awareness of Facebook’s small business services and products by going offline and meeting customers in person. Thirty million meetings would be impossible, of course, but we could get things rolling with thousands. To earn credibility with the highly fragmented small business audience, Facebook needed to build an army of advocates at one event at a time.

Working with Facebook, Access Emanate designed a boot-camp experience to teach attendees, face-to-Facebook, how the site can “fit” their needs. Naturally, we called our large-scale boot camps, held in major markets, Facebook Fit.

Impact

The five events were completely sold out with more than 4,000 attendees across five completely sold-out events and 98% of all post event comments were extremely complimentary of the events and the company.

There was a high level of social engagement, before, during and after the event. 5,319 Twitter mentions reached 34.4 million potential users; 690 event photos were posted on Instagram, with 642 comments and 11,379 Likes. There was a significant increase in Facebook’s small business customers’ engagement, with 5,000 new Facebook’s small business customers with sentiment jumping on social channels from negative to positive.

We secured 688 media placements and 714 million impressions including USA Today, FOX Business, Associated Press, Bloomberg Businessweek, The Miami Herald, The San Francisco Chronicle, Bloomberg TV, Mashable, TechCrunch, VentureBeat, ZDNet Wired, and Entrepreneur.

Interested in joining our team? Check out our current job openings and apply now.