grayling creds for harman 02 10-2016
TRANSCRIPT
creatingadvantage
Prepared for HarmanFebruary 2016
ourphilosophy
At Grayling we develop inventive, integrated communications solutions that are rapidly scalable to deliver against
organizational needs. With on-call senior counsel, powerful content, and unrivalled connections, we help our clients to engage, adapt and evolve in fast-changing landscapes —
building brand resilience and creating measurable advantage.
globalnetwork
Americas BOULDER, CODENVER, COLOS ANGELES, CANEW YORK, NYSAN FRANCISCO, CASACRAMENTO, CASEATTLE, WATALLAHASSEE, FLWASHINGTON D.C.
EuropeAUSTRIABELGIUMBULGARIACROATIACZECH REPUBLIC FRANCEGERMANYHUNGARYIRELANDNETHERLANDS
POLANDROMANIARUSSIASERBIASLOVENIASLOVAKIASPAINSWEDENSWITZERLANDUNITED KINGDOM
Middle East, Turkey and AfricaKENYAOMANQATARTURKEYUNITED ARAB EMIRATES
Asia PacificBEIJINGSHANGHAIHONG KONGSINGAPORE
integratedservices
Business-to-Business Communications
Risk and Crisis Comms
Corporate Comms
Investor Relations
Government Relations
Corporate Social Responsibility (CSR)
Media and Influencer Relations
Media Training
Consumer Brand Marketing
multimarketclients
industryexperience
Faraday Future
Pioneer
Sony X
Consumer Technology and Audio
casestudies
Faraday FutureChallenge
Grayling was engaged by Faraday in November 2015 and tasked with introducing Faraday and unveiling the company’s high-performance race concept (FFZERO1) at CES in January 2016.
With very little preparation time, Grayling needed to raise awareness for a brand that had little credibility due to their low visibility. Faraday needed to capture the imagination of key audiences while also validating the company in the eyes of critics. All of this needed to be achieved while cutting through the noise of CES.
The Grayling Solution
Grayling developed an integrated communications plan that included pre-CES tactics such as: media placements, teaser content on social channels, an augmented reality app, community engagement and digital video. Additionally, Grayling executed a reveal event ahead of CES with a livestreamed press conference and over 285 media and 300 VIP influencers. During CES, Grayling arranged 150+ briefings on the show floor and shifted the focus to the company itself: it’s growth momentum, its talent, corporate partnerships, its commitment to building a $1B manufacturing facility, and the FFZERO1 technology.
Result
The program generated significant social media chatter including more than 10,000 Instagram posts, 75,000 tweets, and 100,000 Facebook likes. The program also had overwhelming traditional media coverage that highlighted how Faraday Future could be the wave of the future for the automobile industry.
SONY
Challenge
Create sustained, mass awareness for the new X Headphones, created in partnership with Simon Cowell, and differentiate from the glut of celeb-inspired headphones.
The Grayling Solution
Recommended pairing Sony Music artists with Cowell to promote the new headphones, and leaning heavily on Sony’s audio heritage to cater to tech and trade. We pitched a series of announcements and roundtables, and seeded pre-launch product to generate momentum leading into the announcement. Then we took the ‘phones on a regional media tour, and integrated them into festivals, concerts, and a star-studded X Factor viewing party to hit lifestyle and entertainment media during and post-announce.
Result
The program generated 140 articles and over 300 million impressions from the Sept. 10 launch through the holiday gift giving season, with media coverage routinely citing X audio quality and Sony heritage as a key differentiator from other celeb product.
Pioneer
Challenge
Coming off of a rough year complete with financial losses, layoffs and the exit from their television business, position our brand in a positive light and promote awareness of the largest part of our business, the Car Electronics Division.
The Grayling Solution
Grayling repositioned Pioneer as an in-car lifestyle – rather than a technology – brand and shifted the manner and content of its communication, leading to widespread media coverage and positive growth. Program activities included top 10 lists, consumer facing surveys including American’s favorite road trip songs tied to the Thanksgiving driving holiday, thought leadership opportunities including keynotes on distracted driving, B2B panel opportunities with Pandora and retail partnership promotions, to help drive traffic into stores and move product.
Result
In less than six months, grew coverage volume by 400%; grew mainstream, non-enthusiast media coverage by 550%; and grew feature and quote coverage by more than 1000%.
HOW WE WORK
Global Quality Assurance Program
Global Chief Performance Officer 360° Satisfaction Reviews Client Success Programs
We Measure Outputs, Outcomes and Inputs
ON-GOINGANALYSIS
OBJECTIVES& STRATEGY
OUTPUTS
OUTCOMES
IMPACTS
EFFICIENCY
ENGAGEMENT
ROI
REACH:Awareness
RESPONSE:Appreciation
ActionAdvocacy
CONVERSIONLeadsSales
New Behaviors
Results At A Glance
TAILOR-MADE REPORTING
TRACKING AGREED METRICS
REPORTING CADENCE TO MEET CLIENT NEEDS
SERVICES
Digital skills and expertise embedded throughout the network
DIGITAL IS IN OUR DNA
Regional centers of excellence Digital skills program
Data-driven campaigns with outcome-focused measurement
Digital Services We Offer
STRAGETY CONTENT DELIVERY
Community management O
Social media audits O
Digital monitoring, measurement & data analytics O
SEO audits & services O O
Content marketing strategies O
Content creation O
Mobile strategy & development O
Website build counsel and execution O
Email marketing services O
Business transformation consultancy O
Crisis communications O
Social listening & reputation management O
Online advertising O
Online influence identification and outreach O
Social media guidelines O
HIGH QUALITY, CREATIVE SOLUTIONS TO MEET OUR CLIENTS’ NEEDS:
DESIGN SERVICES
BRANDING+ Brand audit
Concept development
+ Assets & guidelines
+ Collateral design
DIGITAL+ Website design
+ Content creation
+ Social media design
+ Online events & marketing
+ Cross-platform apps
ADVERTISING & DESIGN+ Campaign concept & development
+ Marketing collateral
+ Presentations
+ Event materials
+ Infographics
+ Photography
+ Video and animation
TOOLS
OUR WORK IS DATA-DRIVENStrategies and campaigns are informed by killer insights, derived from a rigorous approach to the
smart use of research, data and on-the-ground intelligence
A powerful social media monitoring tool
(Contextual Online Brand Resilience Analysis) - a proprietary tool developed by Grayling to analyse online brand resilience and inform future content strategies
A Grayling proprietary tool that analyses cut-through versus competitors and informs future strategies
World-leading business research tool, owned by Dow Jones
Global market research, trends, insights and intelligence company, to whom we have access
A leading social media monitoring and analytics tool
Grayling’s Planning Toolbox
Contextual Online Brand Reputation Analysis
Provides data-driven insights to inform future content strategy
Measures and controls reputational impact of content
Proprietary analytics tool
Provides data-driven insights to inform future content strategy
Analyzes message penetration, breadth and depth of media coverage and share of voice vscompetitors
Proprietary Grayling planning toolInsights inform future media strategies
thankyou
QUESTIONS