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A Trend to Watch: PR x Ad Effectiveness

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Effective campaigns increasingly have PR baked into their channel strategies, according to the WARC 100—an annual ranking of the top campaigns based on performance in 80+ strategy and effectiveness awards. Take a look at the rise of creative ideas built to gain press coverage and other earned media. Get the full PDF: http://bit.ly/2K0C9QN

Publié dans : Marketing
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A Trend to Watch: PR x Ad Effectiveness

  1. 1. Effective campaigns increasingly have PR baked into their channel strategies, according to the WARC 100—an annual ranking of the top campaigns based on performance in 80+ strategy and effectiveness awards. Take a look at the rise of creative ideas built to gain press coverage and other earned media. 75% 62% 45% of marketers plan to increase spending on PR increase in word of mouth as a campaign objective from 2017 to 2018 for top campaigns of marketers plan to increase staffing and spending on PR in the next 5 years of top campaigns use PR WHY PRFAST FACTS Cut through the campaign clutter Integrates well with growing channels like online video Easily generate content across channels and media PR x Ad Effectiveness EFFECTIVE USE OF PR 200% Brand Art Institute of Chicago Agency Leo Burnett/Arc The Art Institute of Chicago partnered with AirBnB to launch a new Van Gogh exhibit and attract an audience beyond the usual art enthusiasts. ‘Van Gogh’s Bedroom’ became the highest attended exhibit at the museum in 15 years, beating business target by 66%. View case study Van Gogh BnB 3.5B earned media impressions in 100+ countries earned media value $8.6M A trend to watch... BOOST YOUR PR STRATEGY Explore the WARC 100 to view the most effective campaigns around the world and get more lessons from the top campaigns. Access 500+ proven case studies from the SABRE Awards − the world’s largest PR awards program − on WARC. warc.com/warc100 warc.com/Topics/SabreAwards.topic Brand Headspace National Youth Mental Health Foundation Agency Leo Burnett Melbourne Headspace, a meditation mobile app, launched a new app in Australia to help children understand the impact of emotional bullying, and reduced the incidence of online bullying by 10%. Extensive PR supported a cross-channel media campaign. Public relations has become the critical platform by which organizations build trusted relationships. The Swedish Tourist Association increased membership sales in Sweden by helping people become more proud of their country and connecting them with people from abroad via a mobile app. The campaign centered on an international PR strategy, generating awareness and facilitating ongoing coverage. 9.324B impressions Arun Sudhaman, CEO and Editor- in-Chief, The Holmes Report View case study View case study Headspace The Swedish Number SOURCES https://www.warc.com/gunnreport/warc100 https://www.warc.com/content/article/ana/ the_maturation_of_pr/120566 https://www.warc.com/newsandopinion/news/ warc_100_finds_pr_baked_into_best_cam- paigns/40339 app downloads in first 6 weeks $146.6M PR valuedecrease in harmful wording per user Brand Swedish Tourist Association Agency INGO

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