clients
OUR INTEGRATED APPROACH
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STORY STRUCTURE DEVELOPMENT "Waggener Edstrom has done phenomenal work raising Mercy Corps' profile among the audiences who matter most to us. Their understanding of media — and more importantly, the people who influence the media — has helped position Mercy Corps as one of the key innovators in the global relief and development space. Whether the subject is microfinance in Indonesia, mobile technology in the Congo, or thought leadership at Davos, Waggener Edstrom has provided Mercy Corps with exceptional strategic thinking and execution." Neal Keny-Guyer, CEO, Mercy Corps
MASTER NARRATIVE Identify the existing Master Narrative® and the aspirational Master Narrative.
MESSAGES Craft messages that will help transform the Master Narrative to become aspirational.
STORY ELEMENTS
MULTI-MEDIA
Shape story, roles and messages that weave them together.
Tailor story for different media: TV, online, print, radio, social.
MULTICHANNEL Deploy content across channels: e.g. direct to audience, print, analysts, TV, integrated sales team delivery, channel partners
Analyst Relations
Public Affairs
Social Innovation
Consumer
Health Care
Technology
Corporate Communications
PRACTICES
DIGITAL INTEGRATION
At Waggener Edstrom Worldwide, our "digital mindset" is infused across the agency and backed by WE Studio D, the agency’s digital and creative hub. Studio D is made up of a multi-disciplinary team of experts that collaborate to ensure the full spectrum of strategic goals are addressed for each execution.
STRATEGY & CONSULTING Digital influence consulting across all areas of communications and campaign strategy. We are your trusted advisors.
CONTENT
EXPERIENCE DESIGN
MEASUREMENT & ANALYTICS
Content gathering & original creation; editing; story management.
Multimedia design, brand building, digital applications, web solutions.
Tools & methodologies to provide insight to target audience & data capture, analysis & reporting to inform strategy & optimize campaigns.
INFLUENCE TOOLKIT
THE WAGGENER EDSTROM INFLUENCE TOOLKIT REPRESENTS OUR LIBRARY OF EXCLUSIVE PRODUCTS AND SERVICES.
“In Waggener Edstrom we found an agency that has the gravitas and innovative thinking to take the highly respected Jebsen brand into a new stage of its rich history in Asia. We were impressed by its unique brand management and measurement tools, its deep understanding of digital marketing, and the reach of its Greater China network.” Mark Bishop, Executive Director, The Jebsen Group
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SOCIAL INFLUENCE SYSTEM
F I LT E R S
WE SIS™ STRATEGIC BUSINESS ALIGNMENT
STORY & CONTENT PIPE
EXECUTIVE PLATFORMS
THOUGHT LEADERSHIP
NEW PRODUCT ROLLOUT
PRODUCT SUPPORT
NEWS LEAK
CRISIS COMMS
INTERNAL COMMUNICATIONS
INVESTOR RELATIONS
M E AS U R E M E N T
PRINT CSR SOCIAL VIDEO
AUDIENCE & ENGAGEMENT
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THOUGHT LEADERSHIP
APAC CASE STUDY - EMC – BUILDING
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APAC CASE STUDY: EMC - BUILDING A CORPORATE PROFILE
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THOUGHT LEADERSHIP
APAC CASE STUDY - EMC – BUILDING
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EMC – BUILDING A CORPORATE PROFILE
Technology
CHALLENGE •
Tell turnaround story and business transformation of EMC’s APJ region as floundering to best performing region to pan-regional media and tier one Singapore media
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Raise profile for APJ CEO Steve Leonard
APPROACH •
Create a buddy program with top pan-regional media contacts and EMC comms team
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Tailor story to each outlet and set internal expectation with regards to gestation period
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Supplement profiling of APJ CEO with economic impact stories
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Landmark coverage in Wall Street Journal Asia on business turnaround; market momentum stories in Reuters and BT
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Regular appearances on CNBC to discuss earnings
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Appearance on Bloomberg to discuss IT trends
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Follow up story in WJSA on EMC’s China strategy
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Strong working relationship with BT and ST
STAKEHOLDER ENGAGEMENT
APAC CASE STUDY - MICROSOFT
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INSTANT ANSWERS WITH ‘ASK AVANADE’
Technology
Business opportunity Global IT consultancy Avanade wanted to cut through the noise at a major CRM conference to help communicate with potential customers while demonstrating its understanding of social media. Influence strategy To do this, Avanade asked Waggener Edstrom to launch a social media campaign at the event and create interactive conversations between prospects and Avanade. Our campaign combined Twitter and YouTube to allow attendees to ask questions using the hashtag #askavanade – the attendees would then receive immediate video responses from Avanade’s experts. Measure of success • Avanade reached more than 100,000 Twitter users. • Generated more than 1,000 views of 35 YouTube videos in two days. • Created 25 direct sales leads.
APAC CASE STUDY - HP POWER TO CHANGE
APAC CASE STUDY - HP DIGITAL PRESS RELEASE
CASIO CELEBRATES CREATIVITY IN SCHOOLS
Consumer Technology
BUSINESS OPPORTUNITY Casio was aiming to grow the visibility of its projector brand amongst education buyers and build its social media presence. INFLUENCE STRATEGY We devised a national competition for schools called Bright Minds. Partnering with an education charity, we ran a visual arts competition for junior and secondary schools, promoting the entries on Facebook and YouTube. Using traditional PR to publicise the campaign, we built a panel of influential judges to pick the winner – who received a £3,000 technology makeover for their classroom. We also partnered with London’s Southbank Centre, arranging for the winning school’s work to be exhibited at the Royal Festival Hall. OUTCOME • Coverage in all of Casio’s top-tier publications. • More than 50 sales leads. • 400 new Facebook fans. • Brand recognition among an important audience.
APAC CASE STUDY: DHL - MANAGING A PR NETWORK
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MULTIMARKET NEW PRODUCT LAUNCH
Consumer Technology
Need Re-introduce Panasonic’s mobile phone range to the EMEA market Approach 1. Develop messaging for business, trade and consumer audiences 2. Host business press roundtable 3. Launch devices to business/trade media at MWC 2012 4. Product review programme – trade and consumer Results • Over 200 product demos at the stand • 2492 pieces of coverage across 7 markets • English: 882 • German: 381 • French: 302 • Italian: 408 • Spanish: 281 • Dutch: 92 • Turkish: 202 • 334,858,615 opportunities to see • 3,943,847 AVE
HTC: FROM ZERO TO HERO
Consumer Technology
CHALLENGE HTC, now the largest manufacturer of Windows Mobile and Android devices, engaged with Waggener Edstrom Worldwide in 2006 to further develop its brand reputation in the US. At the time, HTC was essentially a white-label brand over shadowed by wireless carriers and name brand handset manufacturers. Without the marketing budget of its competitors, operators and manufacturers, HTC built its entire brand awareness and affinity on public relations efforts – including a strong storytelling strategy, online community fostering and engagement and direct to consumer outreach.
APPROACH Through our deep understanding of the HTC business and the mobile landscape, we have successfully integrated a top story program and a consistent messaging structure that helps HTC’s PR teams and partners successfully tell the HTC story – regardless of geography. We are able to provide context for the mobile industry story of the day, and have enabled a nimble response team to manage both proactive and reactive media engagements. With well over four product launches a month, Waggener Edstrom has managed to ensure that the HTC brand message comes through loud and clear and has sustained a steady drumbeat of excitement, interest and wonder in the HTC brand. RESULTS • Brand awareness growth from 6 percent (2006) to now 70 percent (2012) • HTC is perceived as the fastest growing smartphone manufacturer in the word, and is the top manufacturer for both Windows and Android phones • HTC rated for the first time on Interbrand’s Top 100 (first Taiwanese company to ever make the list) • HTC is now considered a leading authority on mobile trends and often the “counter balance” in competitive stories.
NA CASE STUDY: HALF THE SKY
TOYOTA: TELLING THE GREEN STORY VIA SOCIAL MEDIA
Consumer/Automotive
CHALLENGE To create greater awareness of Toyota Hybrid Synergy Drive in and introduce the benefits of the technology to Southeast Asia COMMUNICATION APPROACH • Utilize a Facebook campaign to engage with the target audience and create conversations around hybrid vehicles • Use inspirational, entertaining, instructional, and locally relevant content to position Toyota as an innovative and responsible company RESULTS • Total fans as of 5 Sep, 2011: 62,892, making it the biggest and most engaged automotive fan page in Southeast Asia • Average number of new likes (fans) per day is 735 • Engagement and traffic breakdown reflects outreach is targeting prioritized key markets: Indonesia, Philippines, Thailand, Malaysia
CHLOE – LUXURY FASHION DEBUT, IN CHINA
Luxury Consumer
CHALLENGE Chloe’s president and chief executive, Geoffroy de-laBourdonnaye: “China will become Chloé's biggest market in two years” Connect with China’s consumers through digital media channels COMMUNICATION APPROACH • December 2010: 1st luxury brand to launch a Chineselanguage blog
• China’s first-ever digital fashion show streamed live on the blog
• Live broadcast of Chloe’s Shanghai fashion show was watched by people from China, and the rest of Asia and the world
RESULTS • 40,782 unique visitors
• 7,788 users “love” the posts • 2,005 users “shared” the posts
• Over 5,000 online RSVPs
NA CASE STUDY: CHAMBER OF COMMERCE - “FACES OF IP” CAMPAIGN
MERCER – LEADING THE CONVERSATION
Corporate
CHALLENGE • Support positioning Mercer as a leader in consulting across a range of human resource issues.
• Find new ways for Mercer to connect with its target audience and new platforms in which it can lead the conversation APPROACH
• Deep analysis conducted into audience and messaging to develop the most engaging narrative • Established Mercer in LinkedIn – a platform underutilised by its competitors – giving Mercer a clear shot at leading the conversation • Developed a regional Executive Profiling Playbook
RESULTS • 1000+ members in LinkedIn – demographic matches Mercer’s target audience • Similar communities being rolled out for other parts of the business • Playbook is the foundation for Executive engagement
DHL – MANAGING A PR NETWORK
Logistics
CHALLENGE • DHL required a better reporting and integration function between APAC HQ and its PR teams in 15 APAC markets • The biggest challenge was that no consistent process existed before – reporting was ad hoc and inefficient. APAC HQ and Corporate HQ had no insight into field PR activities or results. APPROACH • Integrating with DHL APAC HQ, WE created a three-tier reporting system which enabled APAC HQ to sync with all 15 markets on a weekly, monthly and quarterly basis via different methods of communication (e-mail, SharePoint and conference calls)
PROCESS • Weekly – field input of PR activities and coverage for the coming week is collated and sent out by the APAC HQ team to senior management. • Monthly – collection of local press releases, PR country reports (results are collated into one cross-regional report sent to Corporate HQ) and calendars of upcoming PR activities via SharePoint. • A monthly conference call follows to walk through each market’s and APAC HQ upcoming priorities. • Quarterly - each country prepares a quarterly coverage report which is added to the cross-regional coverage report to be sent to Corporate HQ. RESULTS • Faster and more efficient reporting processes mean that in-country teams are focusing on results • The reporting process has been simplified and is aligned with APAC HQ and Corporate HQ priorities. • Transparent model for better collaboration between the Asia Pacific PR teams, APAC HQ and Corporate HQ. • Field PR in Asia Pacific has better visibility of the communications activities taking place in the region and can share best practices.
NATIONAL HEALTHY LIFESTYLE
Healthcare/Public Affairs
SITUATION The Singapore Health Promotion Board’s annual National Healthy Lifestyle Campaign (NHLC) aims to inspire and empower all Singapore residents to take ownership of their health The 2010 NHLC addressed the upward prevalence of obesity • HPB ‘s objectives were twofold: • First, HPB wanted to articulate its ongoing strategy across multiple engagement platforms of working towards building a healthy community • Second, HPB needed to generate awareness of new initiatives to tackle the problem of obesity APPROACH WE recommended a community-driven campaign anchored in the message ‘Healthy Together’ This approach and message, in which Singaporeans are inspired to work together towards health, became the foundation of this year’s NHLC In addition to managing media outreach for the 2010 NHLC, WE used the public health campaign launch as leverage to position HPB as the agent of positive change WE worked with HPB’s partners i.e., the Senior Minister’s Office, Deloitte Consulting Singapore and American Express Singapore, to maintain consistency of messages in all communication material WE drew on its traditional and digital PR expertise to manage media and blogger relations for this launch. Our integration across platforms was evident in the coverage garnered across print, broadcast, online and social media
NATIONAL HEALTHY LIFESTYLE
Healthcare/Public Affairs
RESULTS • HPB was able to roll-out a message-driven, community-based campaign that forms the framework for engagement on health issues • Over 50 pieces of coverage to date across local dailies, and broadcast and online media outlets have resulted from our efforts • Over 1,500 members of the community have downloaded the ‘Healthy Together’ Facebook application, where they have made commitments towards better health
GE HEALTHCARE: REACHING OUT ACROSS CHINA
Healthcare
REACHING & INFLUENCING MEDIA ACROSS CHINA • Dedicated offices in Beijing, Shanghai and Hong Kong • National reach to cities in Tier 1, Tier 2, Tier 3 and beyond • Knowledge of key media and social media outlets • Connect with consumers and markets via onground and digital platforms • Online marketing, eDMs, email and other communications tools successfully utilized to connect more broadly WE and GEHC • 3 year partnership to roll out Pink Month • 2 mth multi-city breast cancer awareness and roadshow campaign COMMUNICATIONS APPROACH • Traditional and online components to reach across 15 cities in China • Beijing as lead hub focused on N. China markets • Shanghai to focus on S. China including Guangzhou • Onground staff servicing up to 15 secondary cities to provide senior media relations counsel and coordination • Online survey kickoff • Online registration and participation
RESULTS • Online visitors reached 160,000 • 3,000 survey participants • 2,000+ women registered and attended free health checks at their local clinics • Over 130 original media reports, 49 reshipments, totaling 280 positive coverage 北京 沈阳 无锡 杭州 上海 西安 营口 太原 户县 渭南 温州
ABBOTT VASCULARE: SHIFTING PERCEPTIONS
Healthcare
CHALLENGE • Shift perceptions among the medical community away from the old methods of treating Mitral regurgitation (MR) and toward Abbott’s innovative device, MitraClip, that repairs a leaking heart valve with very little recovery time and extremely effective results. STRATEGY Developed a campaign to create better understanding of the new approach to this debilitating condition in advance of product approval to: • Educate our target physician and referring physician audiences about the importance of diagnosing mitral valve insufficiency through symposia and top tier media stories. • Educate patients about the symptoms of mitral valve disease to activate them to seek appropriate treatment and ask about the ongoing trial of the MitraClip device. • Partner with KOL physicians to showcase the success of MitraClip via data announcements and clinical trial patient storytelling. • Engaged key media that regularly covered MR and valve disease to show the important role Abbott was playing in this transition to minimally invasive treatments story. • Showcase the innovation of the approach as an important advancement in heart care. SUCCESS • Drove significant influx of calls nationwide for trial participation • Implemented an important shift in thinking surrounding MR treatment and the advantages of minimally invasive procedures for patients and physicians alike. • Coverage in USA Today, Cardiovascular Business, Cardiology Today, Medical Device Daily, The Gray Sheet and Theheart.org • Patient story aired on CNN Headline News with 5,077,646 views
JEBSEN: ESTABLISHING LEADERSHIP IN CHINA
Corporate
CHALLENGES • Weak brand visibility, value proposition not well articulated in the Greater China market. • Relationship with Jebsen and principals needed strengthening. • No consistent approach for media engagement. APPROACH
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Developed integrated PR plans delivered across HK & Mainland China market
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Annual media gatherings showcase Jebsen’s strong position in the luxury market and strengths as a trustworthy distributor
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Focused on top business media to roll out stories about Jebsen (history, milestones, success, culture, expertise, people), especially to address Jebsen’s value in connecting its principals with the Greater China market.
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Created diverse media engagement programs including media visits, media gatherings and media tours to build strong interpersonal relationship with target media.
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Discovered appropriate speaking opportunities to provide unique thoughts on various industry topics to emphasize Jebsen’s industry leadership position
RESULTS • Landmark coverage in regional publications, such as Wall Street Journal Asia & Financial Times, on Jebsen’s success and business portfolio • A number of substantial clippings were generated in top tier Chinese business and mass publications such as 21st Business Century Herald, China Daily, China Business Journal, Modern Weekly, and many more. • Deeper relationship between Jebsen and target media on Jebsen’s core business
PIRELLI: INTEGRATED COMMUNICATIONS
Corporate
CHALLENGES Maximize the brand’s F1 sponsorship;; build better relations with media and stakeholders; elevate the brand; and secure long term partnerships COMMUNICATION APPROACH • Integrated strategy combining various communication channels to ensure maximum reach and exposure • This includes monthly press release translations/distribution; on-ground media and influencer events; social media; relationshipbuilding activities; crisis counsel and management; industry and product updates; and dealer and customer communication RESULTS • Three months into the retainer, results include: 120 news clippings per month • Over 1,400 fans added to Pirelli Weibo account • Weibo posts and retweets reached 2,794 times and received 1,136 comments • Combined views totaled 7,639 • To date, estimated ROI achieved 18.47
INFLUENCER MANAGEMENT • Highlighted and connected Pirelli with leading sports and automotive media • Garnered direct support from influential media including editors-in-chief • Regular communication with top CCTV-5 sports host • Dealer and customer campaign rollout as leverage to up engagement
SOCIAL MEDIA • Conducted daily online monitoring • Measured message effectiveness and brand equity • Real-time alerts to counter potential issues • Daily Sina Weibo postings • Monthly content planning sessions
PERNOD RICARD: CORPORATE SOCIAL RESPONSIBILITY
F&B
CHALLENGE Pernod Ricard commenced its second global CSR initiative – Responsib’all Day – in June 2012. This was an internal initiative aimed at empowering employees to spread awareness In Asia the decision was taken to create a more engaging means of interacting with the public and commissioned WE to create a website aimed at students APPROACH WE created a complete website in six weeks. The core idea was to create a quiz that users need to complete, forcing the uptake of basic knowledge along with a graphical treatment of deeper information
REPOSITIONING CYBERPORT HK AS AN INDUSTRY LEADER IN APAC
Public Affairs
CHALLENGE To effectively transform negative perceptions held of Cyberport as a floundering technology hub and restore its leadership status in the ICT industry. They wanted to introduce their new chairman, Paul Chow as the company’s new defining force to boost its business successes and positively outreach a wider audience APPROACH • Identify local and international media platforms as key public influencers • Design a campaign that employs skillful storytelling to improve the media’s negative depictions and opinions of Cyberport • Organize a media luncheon to display Cyberport’s business achievements and introduce Paul Chow and his new vision for the company’s future • Organize interviews with Paul Chow and CEO Herman Lam to discuss in detail the company’s ICT ambitions SUCCESS • Attendance of 34 journalists from 24 major publications with six in-depth interviews conducted • 75% decrease in negative media coverage and 88 news stories conveyed overwhelmingly impactful and positive messages. These suggest a positive shift in Cyberport’s reputation since the campaign was launched
TMOBILE: LAUNCHING THE FIRST ANDROID SMARTPHONE
Telecommmunication
CHALLENGE • Introduce the groundbreaking T-Mobile G1, the biggest launch in T-Mobile‘s history, and drive awareness and affinity for Google‘s new Android operating system STRATEGY • news splash x3 More than 200 print, online and broadcast media attended the unveiling press conference, and the webcast was streamed more than 24.5 million times. An early announcement also helped prime the audience for reviews, and we sustained interest and results by managing three distinct waves of coverage. • seeing is believing We created opportunities, including a media tour, product showcase, New York and Los Angeles launch events and a robust reviews program (300+ product shipments), so influencers could interact with the product firsthand. • apps, apps, apps Leveraging the budding Android Market, we created unique story angles for a variety of lifestyle media spanning across travel publications, gaming magazines, fashion outlets and more. SUCCESS • PR efforts alone for the T-Mobile G1 helped generate sixfigure sales of the device. With three distinct waves of coverage, PR generated more than 2,754 media placements, resulting in more than 3.75 billion impressions.
CSL: FAIR USAGE POLICY CRISIS
Telecommunication
NEED One of Hong Kong’s largest telecom service providers has changed its Fair Usage Policy (FUP) and generated a lot of negative feedback from consumers, presenting a potential PR crisis APPROACH • Formulate a sheet of FUP messages (media, customer service, Facebook, councillor engagement, etc.) to make sure the messages are consistent. • Media statement about the OFTA enquiry to ensure all facts and information are consistent. • WE set up and managed an online listening programme to monitor the numerous conversations across all platforms. RESULTS • WE were the first to detect and alert the telecom service provider to the growing FUP crisis online. • 76 social media mentioned FUP, with more than 30 mentions in the offline press • Provided an ongoing day-by-day analysis, allowing the company to take timely action to address the concerns of its customers and avoid a planned public demonstration by a local political party.
“Even Hitler can’t stand telecom service provider”: caption to a parody video generated by an unhappy customer
CHEVRON: LAUNCHING A MULTI MARKET CSR PROGRAM
Energy
BACKGROUND Launch a global CSR program in six countries (Philippines, Indonesia, Thailand, Angola, Nigeria &South Africa) that resonates with the local and global stakeholders, cultures and employees, while enhancing Chevron’s global and historic dedication to eradicating HIV/AIDS, tuberculosis and malaria. COMMUNICATIONS CHALLENGE Identified all internal and external stakeholders and developed targeted messaging and communication vehicles for each of the audiences. Due to the many different languages and audiences it was essential that we work closely with each of the six incountry business units to enhance and leverage our communications strategies. Chevron has nearly 60,000 employees that we needed to reach. Therefore, we developed internal materials including: • Tool kits for each country prior to launch activities (press release, key messages, Q&A, fact sheets, and briefing documents) • Regular internal communications such as monthly articles to appear on Chevron’s Intranet. • Newsletter feature stories for employees without access to computers. • Presentations for local team managers to speak about the global and local initiatives. • Worked with the medical teams to incorporate TB and malaria training into existing Chevron HIV/AIDS education materials. There were multiple external stakeholders in each of the countries including Ministers of Health, Departments of Energy, grant recipients, media and community members. In order to ensure that each of the stakeholders were kept informed we held regular town hall meetings with the community and invited key government officials to participate in launch activities. RESULTS Internal: • Engaged global employees in the Global Fund partnership with Intranet feature articles highlighting the diseases and programs. Employees provided valuable feedback and wanted to learn about how they could support the initiatives. • Educated employees by working with the medical team to incorporate malaria and tuberculosis information in Chevron’s existing HIV/AIDS training materials. • Supported local business units by developing communications toolkits to ensure that corporate and local messaging were in all materials and to provide consistent messaging in each of the countries. External: • Developed strong partnerships with Global Fund grant recipients by providing communications support to raise awareness of local programs • Coordinated educational events and materials to dispel myths and stigma around the diseases and offer insight into the availability and affordability of treatment and care. • Planned and executed launch events in each of the six countries with the local grant recipients, Ministers of Health, Departments of Energy and multiple existing partners. • Secured more than 50 local news stories in print and broadcast media.
TWEET-A-BEER: RISING ABOVE THE NOISE
NEED With the focus of SXSWi 2012 being interactive media, WE wanted to help attendees connect in a way that was practical, memorable and not necessarily confined to the event itself. We wanted to offer something more than another cool widget of the moment. APPROACH WE tapped two talented fresh and local Portland outfits — creative agency tenfour and Twitter commerce-enabler Chirpify. Six days later our baby, Tweet-a-Beer, was born. SXSWi attendees used Twitter as their personal live feed, commenting on happenings of the moment and also using it to organize their days and nights, rallying followers for upcoming gatherings of every type. Tweet-a-Beer is simply about sharing admiration and appreciation with a click when you can’t clink. We took a tool built on tenfour’s clever concept and Chirpify’s elegant technology, and handed it to an audience that was eager to start paying it forward, one frosty mug at a time. RESULTS • More than 100 unique stories • Notable articles include a Mashable “How To,” a Bloomberg BusinessWeek video (also featured on LinkedIn), PCMag.com’s list of “11 Fun Apps,” a CNN write up and two inclusions in LA Weekly blogs • On Fast Company Co. Create online magazine’s list of mostbuzzed-about-topics at SXSW
THANKYOU
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