Marco de Comunicación - World Water Council Campaign
Company: Marco de Comunicación, Madrid, Spain
Company Description: MdC has transformed from a Spanish agency, to an international agency based in Spain. In 2017, 40% of the turnover in communication consulting services was generated outside of the Iberian Peninsula. The company contains 100 experienced consultants, from 18 nationalities who all possess the agency’s “We rock!” attitude. This impressive trajectory isn’t possible without our international mindset.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Media Relations
Nomination Title: World Water Council
Tell the story about this nominated campaign since 1 January 2017 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
The World Water Council (WWC) founder of the World Water Forum (WWForum), the world’s biggest water related event, was organising its triennial gig, and needed to increase its and its flagship products visibility. Marco de Comunicación (MdC) came aboard to increase the WWC’s share of voice and boost the impact of both the Council and the Forum across the world’s media. The task was no mean feat and was especially relevant in an era defined by climate change and dry cities.
MdC designed a 360o strategy in line with its knowhow, tackling the planet through top tier specialised media and social networks, using the written word alongside multimedia to engage. First, a press release (PR) teaser campaign, communicating WWC expertise, dressed-up in juicy news hooks. The first PR set the bar, raising awareness on the water crisis in Cape Town, South Africa, on the verge of becoming the world’s first major city to be forced to turn off its taps. As water security is central to the World Water’s Council strategic storytelling, it converted the unfolding situation into the perfect vehicle for WWC to position itself as an authority on all things water, and launch a weekly PR initiative building-up to the world’s water gathering par excellence. Over 1,000 articles were published off the back of the initial release alone, in outlets from Auckland all the way to Rio, passing through South Africa itself.
The thread of the campaign drew attention to impending global problems arising from a lack of water security. Often drawing attention to climate change, each week a release focused on a different region, adapting the focus and case studies to the different markets, and reaching-out to over 12,000 different global media outlets in five languages. News spread from Jakarta through Nairobi, all the way to Bogotá. As the Forum approached, the stories moved away from highlighting water issues to underscoring solutions. The campaign culminated with affirmative narratives, reflecting the Earth converging on Brazil to seek solutions for the world’s water related issues. Positive branding intertwined within the subplot of relevant and timely press releases.
In parallel, MdC organised: a seminar in Brussels in cooperation with the European Commission, exemplifying successful public diplomacy; an India-based webinar welcoming the sub-continent’s Stockholm Water Prize-winning “Water Man,” Rajendra Singh, followed by; a US-based webinar, guest-starring famed Flint, Michigan Mayor, Dr Karen Weaver, who successfully confronted and dealt with one of America’s worst water crises.
Meanwhile, MdC designed, wrote, edited and translated an editorial package of policy documents and brochures for distribution at the Forum. As well as media relations the agency led the design, construction and management of the World Water Council’s stand, a centrepiece of the entire event. A five-member team was on the ground in Brazil to facilitate media relations, report on events and organise 28 successfully executed interviews. A dedicated back-office in Madrid for enabled MdC to run a seamless 16-hour operation for the 6 days of the event, keeping the global media informed of developments on a daily basis. At the Forum, the stand’s giant LCD screens lit-up with a dynamic and innovative, specially commissioned corporate video and an emotional World Water Day video news release (VNR). The latter was edited and produced between Brasilia and Madrid within 24 hours, providing TV newsrooms around the world with the latest footage. Both videos, 100% international MdC productions, were widely shared across social media. The Spain-based agency was fully engaged in a dynamic, international, and truly 360o PR campaign, drawing the world’s attention to the World’s most significant water event and its founder, the World Water Council.
The entire campaign produced 10,008 online articles, (countless print, TV and radio coverage) in more than 20,000 media outlets. According to careful MdC analysis, out of the potential 5.1 billion people the campaign reached
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2017 (up to 150 words).
Pre-forum campaign (As measured between 23 Jan and 16 March 2018)
-3,076 online articles mentioning WWC and WWForum including MdC tailored storytelling
-Gross reach 660,787,583 with real reach estimated at 33 million people
-99% share of voice in water sector coverage, including including World Bank and World Economic Forum, up from 18% when MdC and WWC began cooperating
-1 seminar, 3 webinars
-9 international press releases translated into 6 languages per release
-1 Corporate Video with 11,724 views on social media
Forum Campaign (as measured between 15 - 23 March)
-6,932 online articles mentioning WWC and WWForum including MdC tailored storytelling
-Gross reach 4,490,368,356 with real reach estimated at 224.5 million people
-66% share of voice up from 18% when MdC and WWC began cooperating
-4 Press Events
-11 PRs to over 12,000 outlets
-1 VNR with 14,826 views on social media
Total: 10,008 online articles in two months