Voices of MammoSite program targeted breast cancer patients in order to generate awareness regarding their unique breast conservation therapy. The marketing strategy of Mammosite involved a national, volunteer-based, ambassador program where women who received the therapy spoke about it. The program was conducted in parts wherein primary stages involved recruitment of volunteers and launch of website that provided the relevant information. Later the program was extended through Internet advertising, national PR, e-newsletters and telegatherings. Since its launch the program now boasts of 71 volunteers from 24 states with 8-10 new volunteers joining every month. Case study
Charleston Parks Conservancy (CPC) in order to raise awareness regarding the parks in the city created a social movement of passionate park lovers that could generate responsiveness for improvement of city parks. Although Charleston had a great history associated with the parks, but people hardly knew about it. It started by instilling a sense of ownership in the citizens. The challenges were optimistically encountered by CPC by creating an identity and community site for the “Park Angels”. It also recruited and trained Park Angels that could connect with the citizens and respond to their concerns. Case study
Brains on Fire helped South Carolina reduce its smoking rate by hiring 92 teens, who conducted weekend retreats throughout the state. These teens were also given access to a website to connect with each other and other goodies. The result – state’s smoking rate dropped to 11.5%, the highest in the country. It allows the state to receive $50,000 as donation and increase the members from 92 to 3000. Case study
Johnson & Johnson launched its first lubricant K-Y INTRIGUE in an unusual way by inviting young female Influencers to talk on intimate topics to the customers. Different kinds of parties in sensual themes were hosted for the VIPs where sensual dance teachers and sex educators increased the bold nature of INTRIGUE. Lingerie fashion shows and sensual acts showcased the brand. 73% participants were positive about it and client-defined goal exceeded by 135%. Case study
Ogilvy PR coordinated a day long Leadership Forum in Washington D.C. to gather prominent leaders from these four sectors to talk about the most effective strategies to engage their peers in the effort. But how could we leverage the event to generate awareness among leaders who would not be in the room?
The Digital Influence team analyzed online discussion about pandemic flu and discovered that, although the subject had slipped from the headlines, it was still being discussed within social media, including a high volume of chatter within a committed community that referred to themselves as “flublogia,” who believed the government was telling citizens, “You’re on your own.” Therefore, in addition to engaging prominent leaders, we needed to demonstrate that the government was listening and willing to engage with citizens in a transparent conversation about what needed to be done to prepare. Case Study
Electrolux is a high-end, premium, European brand in Korea. In spite of Electrolux’s targeted PR, consumers still are more likely to make a choice between Samsung and LG than to consider Electrolux, because they simply didn’t have Electrolux on their minds. To put Electrolux top of mind, AML had to create the conversation between consumers — specifically moms. In order to do that, AML needed to help their targeted moms to understand “why Electrolux?” and to share the value of the brand. Budget: $300,000 Case Study
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Tod Maffin, President of