Task
Nemiroff, a brand with a 25-year history, popular in the 80 countries, decided on a global image update. Visual changes represent the idea of courage, brand’s masculine character, and indomitable spirit. The company has a long-time experience of supporting professional sports, boxing in particular. Partnership with WWFC was chosen to promote this new image and mixed martial arts in Ukraine. It was sport’s familiar system of values that has drawn the attention of male-oriented brand, as well as a large audience of fans around the world, who are potential consumers of the company's product.
The WWFC audience is not only TV viewers, but millions of social media users subscribed to the organization’s and its athletes’ accounts as well. This powerful active digital community is yet another opportunity for Nemiroff brand to increase loyalty. Agency’s task was to increase the popularity of Nemiroff brand in the world via Facebook and Instagram, engaging opinion leaders to participate in a partnership sporting event.
Solution
Kyiv held the WWFC 13, professional mixed martial arts tournament. The international MMA promotion World Warriors Fighting Championship organized the event, and Nemiroff became a partner. There were nine fights between athletes from Ukraine, France, Poland, Brazil, Austria, Switzerland, Azerbaijan, Moldova and Belarus, with a mesmerizing title defense by the current champion Roman Dolidze against Pole Mikhail Pasternak.
This event was chosen to engage opinion leaders who share Nemiroff values and whose subscribers are the company’s target audience. 7 bloggers who were selected for participation, received invitations and VIP passes to a high-profile sporting event.
The guests witnessed spectacular fights, broadcasted worldwide, had an opportunity to be the first to stream the event, create stories, take pictures in Nemiroff photo zones and post them on social media. The event itself and Nemiroff sponsorship in particular were successfully promoted, which increased the brand awareness and loyalty to the brand. This helped to deliver the message about the new partnership both in Ukraine and in other countries, which broadcasted the fights.
Result
Collaboration with bloggers has increased loyalty to the company and brand awareness. Posts with photos and videos from the event with hashtags #NemiroffWWFC, #Nemiroffman, #WWFC13 and #Nemiroff, made it to the top news feeds and received feedback from subscribers. The outreach for 14 posts and 26 stories on Facebook and Instagram was more than 540 000 users in the 25-35 age group. 60% of bloggers exceeded their KPIs in terms of interactions, and the brand gained new loyal opinion leaders who can take part in further activities of the company, increasing Nemiroff mentions in social media.
Implementation
Category
Expertise
Components of the project
Key Competences
- Development and implementation of integrated communications strategies, CSR programs
- Media, analytics, strategic planning and strategy implementation
- Anti-crisis support, reputation management
- Communications management in time of business transformation and changes
- Representation in international media projects
- SMM-strategy, development and implementation of communications programs
- Partnership programs with opinion leaders & bloggers
About
PLEON Talan is a full-service PR & Public Affairs agency that provides consulting services for the development and implementation of complex communications solutions, PR strategies, and reputation management.
PLEON Talan in Ukraine has been exclusively representing the international communications network Ketchum, the trendsetter in the field of communications consulting with a successful mentorship and leadership in PR for more than 90 years worldwide, and 11 years in the domestic market– under the brand PLEON Talan.
2011-2012 — Effie Awards Ukraine (the most effective agency of marketing services in Ukraine)
2006-2011 — the most creative agency of Ukraine according to the AAC rating
2013-2015 — the most creative agency of Ukraine according to the AAC rating
2015-2017 — the best advertising campaigns and creative use of media in Ukraine according to the AAC rating
Ketchum is a leading communications company with operations in more than 70 countries across six continents. The winner of 45 Cannes Lions and an unprecedented sixth PRWeek Campaign of the Year Awards, Ketchum partners with clients to deliver outstanding results in strategic programming with creative approach and measurable results that build brands and reputations. For more information about Ketchum, a part of Omnicom Public Relations Group, visit www.ketchum.com.
Omnicom Public Relations Group is a global group of the three top public relations agencies and specialist agencies working in public affairs, marketing to women, fashion, global health strategy, and corporate social responsibility. It encompasses more than 6,000 PR professionals in more than 330 offices around the world to provide their expertise to companies, government agencies, NGOs and non-profit organizations across a wide range of industries. Omnicom Public Relations Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. that includes more than 200 companies from the marketing industry offering services in advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding, and research.