LLYC - Influencer Management 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 of the Year - Influencer Management

Nomination Title: The Screen Crib

Specify the date on which this campaign or program was launched: 15/09/2020 - 16/09/2020

In 2019, Multópticas, the leading brand in the optical industry in Spain, became aware of a growing problem and launched a concept to describe and capitalize on it: Screen Pollution. An awareness campaign about the abusive use we make of devices with screens, damaging our eye-health.

After a successful 2019 in which media and even competitors started using our concept, in 2020 the brand wanted to reinforce this positioning through a high-impact action that would generate media conversation and open a social debate around the abusive use of screens in one of the most crucial stages of our development: childhood.

Parents are mostly aware of the negative consequences of children's abusive use of screen devices, however, they often forget or disobey the recommendations for their own comfort. Nevertheless, they recognize this bad practice when they see others doing it. We wanted to attract parents' attention by taking this neglected reality to the extreme, introducing screens in an extreme and controversial way in the daily habits of children where they are already present (when they eat, sleep, play...).

To do so, we created The Screen Crib, inspired by bad habits of parents shared on social media.

To launch it, during a first unbranded phase, we created a fully digital start-up, active on social media, witch a website and even a spot, and it was promoted through the maximum referents of parenthood in social networks, moms and dads influencers, to arouse outrage in the public and making it go viral.

After 24 hours of harsh debate on the influencers' profiles, during a second phase, influencers and Multiópticas simultaneously would unveil the truth capitalizing the conversation: "These products do not yet exist, but were created based on real requests from parents. 87% of parents are concerned about the time children spend on screens. However, 3/10 buy a device with screens before the age of 4." Simultaneously the brand and the start-up unveiled the message publishing an extensive video piece, explaining the action and sharing with their communities alarming data on the abusive screen use in childhood.

This is an example of how a brand can generate significant social conversation around an issue and then capitalise on it.

The Screen Crib demonstrates the potential of a purely digital campaign to transcend the sphere of social networks and reach the traditional media widely due to the volume of conversation and controversy achieved, not only in Spain, but also in different Spanish-speaking countries.

For this, the influencers' activation key through the generation of expectations and achieving a turn in the sentiment of the campaign once revealing the real cause of it and the message behind it.

In digital media we achieved:

1.2 million social media engagement.
1,200 organic publications commenting on the action.
2.5 million organic views in the first 48 hours of the campaign.

However campaign’s reach went beyond social media, resulting in an impressive media repercussion, increasing influencers usual presence across traditional media, reaching presence even on general and specialized media headlines they don't usually get to:

55 million earn media impressions.
Audience of 26,766,590 people.
A total of 524,072.214 € VPE.
Over 300 impacts, 90% mentioning Multiópticas.
100% positive tone.

And most importantly, we managed to achieve a 240% increase in Multiópticas' sales after the campaign in display-related products, making this product line the company's second best-selling product line so far after sunglasses.