Task
Nemiroff “Honey Pepper” is a landmark product of Ukraine. Which is especially relevant during the winter New-Year holidays, when people buy gifts and go to visit their loved ones. The goal was to increase the awareness of target audience (TA) about the “Honey Pepper” flavored vodka as a product that warms during the cold season.
Solution
Simultaneous communications and PR support for Nemiroff “Honey Pepper” winter campaign under the slogan “SPICE UP!” at the national and regional levels to increase potential product buyers. At the national level, 9 materials were published in top media publications («Новое Время», «Life Pravda», «Вести», «Факты»). At the regional level, 5 materials were published on media resources: «Вечерние Черкассы», «Западный курьер», «Слободской край» newspapers, and on websites: Briz.If.ua and Gorod Dozor. The launch of communications took place on 2 target market segments: emotionalists and rationalists. For TA, “emotionalists” were chosen online media at the national level: Liga.Net, Segodnya.Ua, TSN.UA, and others. For TA "rationalists", in addition to print media, online media at the regional level were chosen: «Факты», «Вести», «Западный курьер» newspapers and others.
Result
PR-кампания под лозунгом «SPICE UP!» помогла донести до ЦА ценность традиционного украинского продукта «Медовая с перцем» от Nemiroff. За 2 месяца проведения PR-кампании «SPICE UP!» total reach достиг отметки в 145 483,80. В результате, было запущено 2 направления коммуникации: на региональном и национальном уровнях. Запуск коммуникаций происходил на два сегмента рынка: эмоционалы и рационалы. Для достижения поставленных целей были использованы печатные и онлайн издания.
Implementation
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.