Company: Bubble Agency
Company Description: Founded in 1999, Bubble Agency is the go-to global PR, marketing and events specialist for the media and entertainment technology and services sectors. Transforming businesses with its knowledge and network, the company is headquartered in London with offices in Los Angeles. Bubble Agency clients are behind the most iconic on-screen, live event, and AV experiences in the world.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Integrated Communications
 Nomination Title: Bubble transforms Trusted Partner Network into an inclusive, global community
- Optional: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 153 words used.
The link to supporting information provides stats on our PR results, examples of European and APAC media coverage, and links to some of the online articles.
The LinkedIn section includes stats, examples showing the difference between LinkedIn posts before and after Bubble took over [REDACTED FOR PUBLICATION], and some stats on the top-performing LinkedIn posts.
The website section features website and membership stats, and shows the expanded teams page, and the team photo and contact link for the FAQs page, which help make TPN look more friendly and approachable. It ends with the member benefits one sheet, which we repurposed on the website and LinkedIn.
We have also provided links to media coverage, a link to [REDACTED FOR PUBLICATION] video [REDACTED FOR PUBLICATION] (TPN’s President announcing their 1,000th member), and a link to the TPN gold shield confetti video, which member now request we post when they earn their gold shield.
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated PR campaign or program, or written answers to the questions? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Specify the date on which this campaign or program was launched:
September 1, 2023
- If you are providing written answers for your submission, you must provide an answer to this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 249 words used.
Owned by the Motion Picture Association (MPA), Trusted Partner Network (TPN) is a membership organization committed to raising content security awareness and standards, and helping companies identify vulnerabilities, increase security capabilities, and efficiently communicate their security status.
Despite being a global organization with members in over 60 countries, with 69% outside North America, and 70% with revenues of less than $10 million, there was a perception that TPN exists to serve big Hollywood studios, and that its members were primarily large US companies with big budgets.
[REDACTED FOR PUBLICATION]
TPN’s leadership wanted to change the organization’s perception as a [REDACTED FOR PUBLICATION] organization exclusively for big Hollywood studios to a global, approachable and inclusive community for companies of all sizes.
Its existing and prospective members are technology application and service providers to the media and entertainment industry - from big tech companies [REDACTED FOR PUBLICATION] to mom-and-pop post-production providers throughout the world.
Secondary target audiences include:
-
MPA membership [REDACTED FOR PUBLICATION]: Netflix, Walt Disney Studios, Sony Pictures, Paramount Pictures, Universal Studios, and Warner Bros.
-
Other content owners like Apple, Amazon Studios, BBC Studios (UK), CANAL+ Group (France)
-
Independent content security assessors
- If you are providing written answers for your submission, you must provide an answer to this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 251 words used. If the word count is more than 25 words over the limit, please deduct one (1) point from your score.
Bubble Agency audited TPN’s website and suggested improvements to make each page easier to understand and navigate, and to position TPN as an approachable organization, with real people behind it, and for organizations of all sizes worldwide.
We discussed our ideas with TPN and MPA’s web team to determine which improvements would be feasible within the existing website’s framework as they didn’t have budget to create a new site.
We recommended creating graphics templates for LinkedIn, incorporating TPN’s brighter secondary color palette, including more pictures of people, and more video content.
While researching TPN members’ geographical distribution, we discovered that the TPN+ platform holds a wealth of member data, which we could use across our PR and social media programs. By extracting and comparing data on different regions, we could create compelling stories for, and highlight TPN’s relevance to, regional audiences.
We agreed the following objectives:
-
Expand TPN’s visibility and media coverage beyond the US - focusing on Europe and Asia
-
Raise the profile of the people behind TPN
-
Grow TPN’s membership and LinkedIn followers
-
Create and implement a friendly, human, approachable and global look and feel for TPN’s website and LinkedIn. [REDACTED FOR PUBLICATION]
[REDACTED FOR PUBLICATION] KPIs:
-
Secure a speaking opportunity at a major international trade show outside of North America
-
20% increase in international media coverage
-
50% increase in LinkedIn followers
-
50% growth in TPN membership
-
75% of members give positive feedback on the website in TPN’s member survey
- If you are providing written answers for your submission, you must provide an answer to this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 248 words used.
Between September 2023 and June 2024:
PR:
-
Secured a speaking opportunity based on APAC data at APAC’s largest media technology tradeshow
-
Used this to secure articles in APAC’s top two industry publications
-
Pitched and secured thought leadership and staff profiles in European publications
-
Non-US media coverage increased 33%, exceeding our 20% target
LinkedIn:
-
Created colorful, eye-catching design templates
-
Used a “confetti” video to celebrate gold shield members. This became a viral sensation, with members asking us to “cue the confetti”
-
Used photos/videos of people, tagging them to increase engagement/followers
-
Increased followers from 1,499 to 2,660 - a 77.5% increase, surpassing our 50% goal
-
1,258% reactions increase
-
185% unique views increase
-
Positive feedback from members, assessors, MPA leadership
TPN website:
-
Ensured at least one testimonial from a non-US member is always visible
-
Made “About” copy more approachable
-
Expanded team section, added headshots and LinkedIn buttons
-
Made the most important information more accessible on the membership page
-
Added team photo to FAQs with contact link
Reused assets across TPN’s PR, LinkedIn and website wherever possible:
-
Repurposed press coverage and regional data on LinkedIn and website
-
Repurposed a member benefits one-sheet for LinkedIn posts and website
-
Increased the team’s profile through a combination of speaking engagements, media coverage, and LinkedIn
TPN membership grew over 75%, from 570 to over 1,000 members, exceeding our 50% goal.
| Attachments/Videos/Links: |
|---|
|
