As Opel Denmark’s PR and SoMe agency, we were asked to develop a PR and influencer strategy to accompany a digital branding campaign.

The German carmaker had been facing a gap between their current innovative and award-winning product launches and how the consumers perceive Opel today. Simply, they have identified a need for talking to those, who do not have Opel as their preferred brand. Especially the younger target group of social climbers and mainly men aged 25-40 years old and the family segment.

To create a relevant campaign to that specific target group, Opel Denmark decided to base the campaign on their latest car launch; The Astra Sports Tourer (a station wagon).

To understand our PR & influencer strategy, it is crucial to understand the solution created by the advertising agency – Ride Comfortably – The Astra Sports Tourer Collection – a brand-building campaign activity that was built upon a study by a Danish hospital, which indicates that Danish men have seemingly less of the male sex hormone than they had fifty years ago. Unfortunately, the declining level of testosterone can result in a lower confidence. This really caught Opel Denmark’s interest, as they know that it takes a lot of a man to buy his first station wagon – e.g. the Astra Sports Tourer, which Opel launched earlier this year. Therefore, the advertising agency came up with a campaign consisting of several elements to create buzz about the campaign:

• A micro web page
• A campaign film on YouTube (hero element)
• GIFs and images (for social media)
• A specially designed collection of free underpants with features inspired from the new Astra Sports Tourer

To accompany the different campaign elements, we choose to focus on classic PR outreach combined with an influencer program and social media approach. Different press releases with tailored messages depending on the media and industry were created and sent out. Simultaneously, we handpicked 9 Danish influencers, both men and women, and asked them to individually interpret the main messages of the campaign. More specifically they were asked to create 3-6 pieces of content for their different channels (online and social media) including use of the campaign film, different assets produced for Ride Comfortably – The Astra Sports Tourer Collection, and of course the specially designed underpants that were delivered to all influencers. The campaign ran for approximately two weeks and the content created by influencers were distributed throughout the full campaign period. In parallel with that, we ran Opel Denmark’s own social media channels with tactical messages from the campaign.

Overall, the digital branding campaign created a lot of buzz – a different kind of buzz compared to more traditional car campaigns presented by Opel Denmark. Mentions about Ride Comfortably – The Astra Sports Tourer Collection were spread across news, trade and lifestyle media, Facebook, Snapchat, Instagram and YouTube. 

More specifically, the analysis of the campaign concerning PR, influencers and social media shows that:

• Total PR value (worldwide): DKK. 3.463.100
• Danish influencers shared a total number of posts on Instagram, Facebook and blogs: 30
• Danish Influencers reached more than: +900 K.
• Total video views on Facebook and Instagram: 912 K.

Ultimate Ears was looking for a way to showcase its speakers’ durable design as well as the social element of the speaker bringing people together to enjoy music whenever and wherever. The target group was influencers.

The bloggers were in a great mood, and the weather was spectacular – an idyllic setting for a boat trip with good friends. The atmosphere was joyful and became great as soon as the speakers were turned on. A boat is a perfect way to showcase the speakers’ durable and waterproof design.

The event was a great success, and the bloggers had an amazing evening. They gladly shared pictures on Instagram, Facebook and Snapchat.  With more than 128K impressions we succeeded in creating a strong online appearance of Ultimate Ears’ speakers.

A total number of 25 posts on Instagram, Facebook and blogs. 

Reach more than 50K

Impressions more than 128K

We built the campaign, together with Thinkhouse, from the bottom up with the development of the idea concept, planning, marketing, and the execution of the celebration of the 100th anniversary of women’s right to vote and stand for election.

We choose an influencer, ambassador, and social media approach. Letting 100 selected Danes interpret the celebration, women’s equality, democracy and right to vote in a speech. Musicians, actors, comedians, journalists, broadcasters and a wide range of CEO’s from different interest groups participated. All the ambassadors had to activate their own channels as well as the interest group or company they represented channels. Including both social media, websites, trade magazines, newsletters and so forth. Giving the campaign visibility in places PR and advertising can’t reach in a more traditional campaign and making it the largest and widest ambassador campaign ever made in Denmark. To make the campaign even bigger, the celebration was pushed through a huge PR strategy including all traditional media.

The campaign was furthermore activated with a tailor-made show featuring a famous children’s TV host who went on tour around the country teaching children and their families about equality, democracy and community participation. A huge activity was held during the street party festival Distortion, with a music line-up and several of the selected ambassadors coming on stage and give their tribute to the constitution. The culmination of the whole concept was a 100-minute live broadcast celebration show on Danish Public Television (DR) on Constitution Day, with participation of the Danish parliament and government, the 100 ambassadors and the Danish Royal Family.

The campaign was a huge success. The analysis of the campaign shows that:

• Two out of three Danes state to be aware that in 2015 we celebrated the 100th anniversary of women’s right to vote.
• The activities reached almost half of the Danes over 18 years, or about 2.3 million people.
• TV was the broadest media followed by news media and social media. They each hit respectively 1.9 million, 1.5 million and 890.000 people.
• 83% of the people exposed to TV indicate seeing the celebration show on DR. This is equivalent to 1.3 million Danes.
• 1 out of 5 Danes believes they have seen at least one of the 100 speeches which listed corresponds to 900.000 Danes.

To help create awareness and debate around the topic of carbon emissions and global climate change we created the campaign ”I do 30” which was activated on social media platforms, through an extensive PR Strategy, through events at Roskilde Festival as well as Copenhagen Fashion Week. In cooperation with the Danish Fashion Institute, Novozymes urged consumers and fashion professionals to be more bio-inventive and reduce the carbon footprint by lowering the temperature when doing laundry.

By utilizing various relevant and influential ambassadors – among these some of Denmark’s leading designers and fashion experts such as Mads Nørgaard, Uffe Buchard, Munthe + Simonsen – the campaign urged consumers to “do 30”.

An event area was established at the Roskilde Festival, where festival guests had the opportunity to wash their laundry at 30 degrees while enjoying cold beverages. Through this event we were able to disseminate the message of the campaign to the younger audience.

Furthermore, the campaign was activated through several short videos on social media to reach the ordinary consumer, here focusing on the daily house-routines and how washing on only 30 degrees would reduce CO2 emissions. The campaign was backed by a strong PR strategy.

We had a great time in Denmark launching X3 to an excited group of media, athletes and fans. Thanks for joining us and we can’t wait until our next event together. #poweryourpassion