LLYC - Communications Research Campaign of the Year
Company: LLYC
Company Description: We are a global communications and public affairs consulting firm. We help our clients make strategic decisions within the disruptive and uncertain context in which we live, taking into account their reputational impact. And we collaborate with them to successfully execute them so that they can achieve their business goals, defend their social license to operate and increase their prestige.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign/Program of the Year - Communications Research
Nomination Title: Future Leaders
Specify the date on which this campaign or program was launched: September 17th, 2020.
The challenge
In fact, ever since the great recession, or the last great financial crisis of 2008, the global society has found itself in an increasingly more volatile, complex, and ambiguous situation in which major leaders play an essential role. However, this scenario has impacted traditional leadership to such a degree as to create new roles in which the various channels of communication will also play a fundamental role.
For the 25th anniversary of the firm, while maintaining its commitment to creating innovative content in the sector that encompasses all the latest trends in communication and public affairs consultancy services, LLYC decided to conduct a pioneering study to evaluate and analyze the new leadership models by combining data analysis skills with creativity and speculation.
Our challenge: can we harness technology to anticipate what future leaders are like, how they talk and what they identify with?
The idea
Through the use of natural language processing techniques and Artificial Intelligence, LLYC has released a enticing report that identifies and anticipates the traits and qualities that characterize our Future Leaders in relatively broad terms. To do so, LLYC partnered with Trivu in order to conduct an exhaustive analysis that provides us with an outlook on the new generation of Spanish- and Portuguese-speaking leaders: Which values characterize this group? What are their most common personality traits? What kind of language do they use? Above all: How do they differ from current leaders? How are these people evolving?
Using NLP techniques and Artificial Intelligence, the content and discourses available online from a wide selection of young leaders born after 1990 in 12 countries (Argentina, Brazil, Chile, Colombia, Ecuador, Spain, the United States, Mexico, Panama, Peru, Portugal and the Dominican Republic) were analyzed.
The analysis involved more than one million words, 11,771 tweets, 8,931 Instagram posts and 81 videos, among other things.
A similar exercise was developed using samples from current leaders. Using this information, the technology team formulated a profile for each group and established a comparison, extrapolating some interesting conclusions to reveal the differences in how the various leaders express themselves and act. In fact, new leadership is emotional, empathetic, less analytical and focused on the common good.
The technological components used for the implementation of the study were: API from IBM Personality Insights (a service based on Machine Learning from interview datasets), Scripts Python (for data capture from Twitter, data analysis based on Panda and NLP processing with SpaCy), and Node.js and Puppeteer (for scraping texts from open sources with no established API).
This report reveals the firm’s position in Technology, Creativity and Brand, and offers its clients a holistic outlook on the latest trends in communication, reputation and leadership, while engaging with a generation of young people characterized by their positions on a wide range of issues.
-PROMOTIONAL ACTIONS-
The study was presented at Sondersland, the largest online talent festival in Spain organized by Trivu and a global young talent ecosystem.
Overlapping with the 25th anniversary of the firm, an integrated communication campaign was planned in the 13 countries where LLYC operates:
PR:
● Press releases for the main general and specialized media.
● Specific content related to the topic: articles, interviews and podcasts.
● Participation by Future Leaders in the Tier 1 media of each country.
Online:
● Develop a social media plan (2 months).
● Digital relationship strategy based on the mapping of strategic profiles.
● Introduction of the LLYC brand in conversations tied to innovation in existing communities and prospects.
Inbound marketing:
● Distribution of the report to leading clients and databases.
● Inbound marketing actions from the web´s landing page.
Clients and prospects:
● Webinars and online events, based on the report, in each country, with the participation of Future Leaders.
● Meetings with clients, organizations and associations to provide an in-depth explanation of the methodology used for the study and its main conclusions.
-RESULTS-
-Over 400 impacts in the media.
-30% increase in visits to the website.
-Over 80 presentation meetings with clients, prospects, and institutions.
-28% increase in executive contacts.
-1000% increase in leads obtained through Inbound Marketing compared to other company projects.
-Over 16,000 impacts on social media.
-3,000 new followers on the LLYC social media channels.