MSLGROUP - New Product Launch Campaign
Company: MSLGROUP, New York, NY, USA
Company Description: MSL is Publicis Groupe’s strategic communications and engagement consultancy. It is one of the world’s largest public relations and integrated communications networks and provides strategic counsel and creative thinking. It champions its clients’ interests through fearless and insightful campaigns that engage multiple perspectives and holistic thinking to build influence and deliver impact.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign/Program of the Year - New Product Launch
Nomination Title: Conversation2Commerce
Tell the story about this nominated campaign since 1 January 2016 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
Influence is big business. Marketers spent $15 billion on PR/influence in 2016 alone, but there is a growing problem--measurement. Even the world’s best marketers haven’t found a systematic solution that enables them to overcome barriers to truly harnessing the power of influence–scale, targeting, longevity and business ROI. To solve this, we put together a multi-discipline global team to work across agency barriers to build a global end-to-end influence-to-impact offering--Conversation2Commerce. The team dissected every element of the process creating new ad formats, measurement methodologies, earned qualification criteria, a neuropsychology understanding of content and even a patent-pending influence identification and conversion technology.
We recognized the need to quantify how earned influence drives results: sales/behavior change/reputation lift. With integration sweeping our industry and our agency, our solution was Conversation2Commerce and Conversation2Credibility. Both are influence-to-impact performance platforms that surround PR/influencer expertise with best-in-class services/technology from creative/digital/PR and media agencies, enabling us to better identify/qualify/create/amplify/target/measure the impact of influence in driving brand preference/sales.
Our platform enables us to quickly identify usable earned content in nearly any language via our dashboard. We developed criteria to qualify/select the content to drive maximum brand and sales lift. Using patent-pending software, we convert the content into a new ad format--earned content unit-- that links to the original/highly-credible earned content. The units are served with precision to targets across programmatic display/native/mobile/social and e-commerce platforms. Using a variety of methodologies we can accelerate consideration and sales, change brand preference and deliver education.
We invested $1+ million to develop our solution.
INSIGHT: Demand for influence–credible/3rd-party content–is growing globally as consumers continue to seek out/trust recommendations from 'influencers' over brands.
•92% trust recommendations from individuals (even if they don’t know them) over brands. Source--Nielsen
But only soft metrics are being applied to influence like reach and shares--even the most sophisticated marketers are unable to link its impact to business ROI metrics at scale.
•78% said determining ROI of influencer marketing will be a top challenge in 2017. Source--Adweek/Dec 2016
The inability to apply ROI to influence is preventing marketers from disrupting their tried-and-true marketing techniques. Until we can prove business ROI--the 'holy grail' of PR-- we won't be able to harness influence’s full potential at scale.
Our intention was to crack through the wall between PR and other disciplines with an innovation that changes how marketers/communicators think about PR/influence by building on existing advances from outside the world of PR.
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 2016 (up to 150 words).
LATEST C2C DATA--in every category/location/touch point/metric, earned media outperformed paid digital. While initial client/users requested confidentiality, feedback is outstanding.
•Sequencing earned/paid yields significantly higher engagement/+130% and conversion/7x
•Earned content units/ECUs consistently outperformed brand ads--a neurospychology test found they doubled the "look time".
•Our methodology consistently delivers 10%+ more media efficiency
•Our e-commerce methodology yields substantially greater engagement/+20% and commerce/+40%
•Mass retailer test--Earned content units drove 450% increase in transactions/30 days and significantly more engagement (.08 vs. .0019)
•The combination of ECUs+earned articles radically improved implicit measures of purchase intent and brand lift over other content based on a neuro-science learning test
-We’ve also driven a meaningful change in how we plan across our ad/media-buying agencies.
-C2C's impressive initial results have differentiated us from competition and helped drive our business--in PR and throughout our holding company--in winning significant competitive assignments/accounts from important new clients.
-2017 revenue projections--$10 million