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Clients or Project Work at Previous Agencies
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Clients or Project Work at Previous Agencies
Clients or Project Work at Previous Agencies
CASE STUDIES
GREAT Calling:
Changing outdated perceptions of British culture
Challenge:
GREAT, the United Kingdom’s global brand and program committed to changing perceptions of Great Britain, hosted a month-long events campaign throughout NYC, showcasing different cornerstones of British culture – food, innovation, sports and music. Consumers gained access to these immersive events by finding iconic red phone booths around NYC that would ring randomly and give tickets when people “answered the call.”
Program: Media & Events Strategy, Survey, OOH, Multimedia Content, Culture and Celebrities:
AGEAN was responsible for the whole U.S. PR strategy. We created the 2022 British Culture Survey to show the current state of Americans’ misconceptions and leveraged that data to build a story beyond just event press. We concepted a launch video where British celebrities read “mean tweets” about British culture only to debunk them. We secured two exclusives at launch – one print and one social – to tell the full story of the campaign and to drive traffic to the phone booths and we leveraged celebrity chef, Nadiya Hussain to secure multiple national and NYC TV, podcast and print stories showcasing modern British cuisine. The fully integrated campaign included radio, OOH, social & digital. We brought the best of UK culture to NYC with partnerships: the Premier League, Bompas & Parr, Sofar Sounds for concerts with British rising artists, Nadiya Hussain, Ian Wright and Michael Carrick for the events as well as Gordon Ramsay, Hugh Bonneville, Joan Collins, Dina Asher-Smith for the launch video and social content.
The integrated campaign and press coverage drove sales results:
350 media stories with 50 media and 12 influencers attending the events,
generating 3.27 billion earned media impressions in March 2022.
68% of press coverage
was in national press for this NYC events campaign.
For message pull-through, 80% of coverage included ‘changing perceptions’ or ‘breaking old cultural stereotypes,’ 100% of coverage was positive in sentiment, and 90% of coverage included the URL, increasing website traffic and engagement metrics by 5,000% during the campaign.
Launching SERHANT. as a Company and Brand During a Pandemic
SERHANT., a multidimensional real estate brokerage founded by Ryan Serhant of Bravo’s Million Dollar Listing was launching an ambitious, luxury real estate brokerage in NYC during a global pandemic. The company needed to introduce SERHANT. in a way that associated it with revolutionizing real estate and support for NYC, and evolve Ryan Serhant from celebrity to CEO.
To build excitement, engagement and interest, the brand “went dark” on social, taking down the most followed real estate brand and broker in the world’s accounts. Alyssa and her team then launched the campaign with an exclusive business feature with the Wall Street Journal. For 2 months pre-launch, they got the inside scoop on what was being built, access to Ryan to discuss his vision for the company, NYC, the real estate industry and to show the strategy behind his stunts.
Keeping up momentum, the team leveraged the conversation around the weak state of NYC to come out in support of NYC with press interviews about the housing market and OOH decals around why NYC is the greatest city in the world.
SERHANT.’s mission is to amplify the success of others, so Ryan’s latest book launch was scheduled to align with the company launch where Ryan could talk about being a CEO and motivating others, and SERHANT. gave away an apt for free for someone changing the world with our social and PR campaign: #FreeYearNYC.
The integrated campaign and press coverage drove sales results:
350 million media impressions at launch with strong message pull-through
700,000 combined video views and increased social followers
SERHANT. achieved $500M in sales in its first 6 months and it’s on pace to be a leading residential real estate brokerage in NY within a year.
Making a Low-Interest Product The Star of The Conversation
Philips Norelco “Deforest Yourself, Reforest the World”
Philips Norelco wanted to leverage humor and timely topics to promote the benefits of male body grooming, and launch their new Bodygroom. Bodygroomers are used among men as a necessary tool for their personal “manscaping” needs and for the launch of their latest bodygroom, Philips Norelco wanted to continue to leverage its brand personality and innuendo-laden tonality as a way to speak to guys, but they needed a new story to tell in order to regenerate interest in the category and to drive initial sales.
Alyssa and her team developed the campaign: “Deforest Yourself, Reforest the World.” Philips Norelco vowed to tame two hairy issues at once: under-groomed men and over-groomed forests. The team partnered with the Arbor Day Foundation to plant a tree for every Philips Norelco bodygroom product sold, for a total donation of $75,000 or 75,000 trees.
The campaign kicked off on Arbor Day in New York City’s tree-lined Madison Square Park, where a call for the hairiest men in New York to be groomed by Carmen Electra turned out the camera crews. To engage consumers and address these overgrown issues, a microsite was created offering how-to advice on “bodily deforestation” and news on the serious issue of deforestation.
The integrated campaign and press coverage drove sales results:
Sales of the Bodygroom Pro 2040 rose 18% from the week prior on Amazon.com (their largest online retail partner).
The BG 2040 broke into the Top 100 SKU’s on Amazon, on launch day. It jumped to #90 from its previous position at #1565 and was ranked as a #3 item on the Amazon.com “Movers and Shakers” list, which measures the biggest gainers in sales rank over a 24 hour period.
The BG 2040 broke into the Top 100 SKU’s on Amazon, on launch day. It jumped to #90 from its previous position at #1565 and was ranked as a #3 item on the Amazon.com “Movers and Shakers” list, which measures the biggest gainers in sales rank over a 24 hour period.
Generating More Emotional Storytelling
FedEx "Deliver Joy"
FedEx gets a ton of press during the holidays. However, the press tends to be very transactional, about the volume of packages getting shipped in December. The brand craved a way to gain more emotional storytelling during the holiday season, to showcase the important role that FedEx actually plays in the gift-giving experience.
Alyssa and her team developed the campaign: “Deliver Joy” where FedEx would ship gifts for free in exchange for a simple social post. A national survey revealed that 80% of respondents experience joy when sending gifts and feel more connected to loved ones by doing so. Using this insight, an experiential pop up was created where New Yorkers and influencers could post on social and send a free gift to a loved one. #deliverjoy
The PR strategies and experiential event activation worked together to generate a different kind of coverage for FedEx at the holiday season: lifestyle news, social posts among a younger, entrepreneurial crowd, and positive, more emotional press coverage all around the joys of giving (and shipping with confidence!) during the holiday season.
The integrated campaign and press coverage drove results in the desired time frame:
350 million campaign impressions
65 earned media placements
Strong message pull-through with 93% of coverage mentioning the FedEx brand, 82% featuring emotional language and positive emotions, and 57% including a call-to-action
Making a Low-Interest Product The Star of The Conversation
Philips Norelco “Deforest Yourself, Reforest the World”
Philips Norelco wanted to leverage humor and timely topics to promote the benefits of male body grooming, and launch their new Bodygroom. Bodygroomers are used among men as a necessary tool for their personal “manscaping” needs and for the launch of their latest bodygroom, Philips Norelco wanted to continue to leverage its brand personality and innuendo-laden tonality as a way to speak to guys, but they needed a new story to tell in order to regenerate interest in the category and to drive initial sales.
Alyssa and her team developed the campaign: “Deforest Yourself, Reforest the World.” Philips Norelco vowed to tame two hairy issues at once: under-groomed men and over-groomed forests. The team partnered with the Arbor Day Foundation to plant a tree for every Philips Norelco bodygroom product sold, for a total donation of $75,000 or 75,000 trees.
The campaign kicked off on Arbor Day in New York City’s tree-lined Madison Square Park, where a call for the hairiest men in New York to be groomed by Carmen Electra turned out the camera crews. To engage consumers and address these overgrown issues, a microsite was created offering how-to advice on “bodily deforestation” and news on the serious issue of deforestation.
The integrated campaign and press coverage drove sales results:
Sales of the Bodygroom Pro 2040 rose 18% from the week prior on Amazon.com (their largest online retail partner).
The BG 2040 broke into the Top 100 SKU’s on Amazon, on launch day. It jumped to #90 from its previous position at #1565 and was ranked as a #3 item on the Amazon.com “Movers and Shakers” list, which measures the biggest gainers in sales rank over a 24 hour period.
The BG 2040 broke into the Top 100 SKU’s on Amazon, on launch day. It jumped to #90 from its previous position at #1565 and was ranked as a #3 item on the Amazon.com “Movers and Shakers” list, which measures the biggest gainers in sales rank over a 24 hour period.
Generating More Emotional Storytelling
FedEx "Deliver Joy"
FedEx gets a ton of press during the holidays. However, the press tends to be very transactional, about the volume of packages getting shipped in December. The brand craved a way to gain more emotional storytelling during the holiday season, to showcase the important role that FedEx actually plays in the gift-giving experience.
Alyssa and her team developed the campaign: “Deliver Joy” where FedEx would ship gifts for free in exchange for a simple social post. A national survey revealed that 80% of respondents experience joy when sending gifts and feel more connected to loved ones by doing so. Using this insight, an experiential pop up was created where New Yorkers and influencers could post on social and send a free gift to a loved one. #deliverjoy
The PR strategies and experiential event activation worked together to generate a different kind of coverage for FedEx at the holiday season: lifestyle news, social posts among a younger, entrepreneurial crowd, and positive, more emotional press coverage all around the joys of giving (and shipping with confidence!) during the holiday season.
The integrated campaign and press coverage drove results in the desired time frame:
350 million campaign impressions
65 earned media placements
Strong message pull-through with 93% of coverage mentioning the FedEx brand, 82% featuring emotional language and positive emotions, and 57% including a call-to-action
Launching SERHANT. as a Company and Brand During a Pandemic
SERHANT., a multidimensional real estate brokerage founded by Ryan Serhant of Bravo’s Million Dollar Listing was launching an ambitious, luxury real estate brokerage in NYC during a global pandemic. The company needed to introduce SERHANT. in a way that associated it with revolutionizing real estate and support for NYC, and evolve Ryan Serhant from celebrity to CEO.
To build excitement, engagement and interest, the brand “went dark” on social, taking down the most followed real estate brand and broker in the world’s accounts. Alyssa and her team then launched the campaign with an exclusive business feature with the Wall Street Journal. For 2 months pre-launch, they got the inside scoop on what was being built, access to Ryan to discuss his vision for the company, NYC, the real estate industry and to show the strategy behind his stunts.
Keeping up momentum, the team leveraged the conversation around the weak state of NYC to come out in support of NYC with press interviews about the housing market and OOH decals around why NYC is the greatest city in the world.
SERHANT.’s mission is to amplify the success of others, so Ryan’s latest book launch was scheduled to align with the company launch where Ryan could talk about being a CEO and motivating others, and SERHANT. gave away an apt for free for someone changing the world with our social and PR campaign: #FreeYearNYC
The integrated campaign and press coverage drove sales results:
350 million media impressions at launch with strong message pull-through
700,000 combined video views and increased social followers
SERHANT. achieved $500M in sales in its first 6 months and it’s on pace to be a leading residential real estate brokerage in NY within a year.
Making a Low-Interest Product The Star of The Conversation
Philips Norelco “Deforest Yourself, Reforest the World”
Philips Norelco wanted to leverage humor and timely topics to promote the benefits of male body grooming, and launch their new Bodygroom. Bodygroomers are used among men as a necessary tool for their personal “manscaping” needs and for the launch of their latest bodygroom, Philips Norelco wanted to continue to leverage its brand personality and innuendo-laden tonality as a way to speak to guys, but they needed a new story to tell in order to regenerate interest in the category and to drive initial sales.
Alyssa and her team developed the campaign: “Deforest Yourself, Reforest the World.” Philips Norelco vowed to tame two hairy issues at once: under-groomed men and over-groomed forests. The team partnered with the Arbor Day Foundation to plant a tree for every Philips Norelco bodygroom product sold, for a total donation of $75,000 or 75,000 trees.
The campaign kicked off on Arbor Day in New York City’s tree-lined Madison Square Park, where a call for the hairiest men in New York to be groomed by Carmen Electra turned out the camera crews. To engage consumers and address these overgrown issues, a microsite was created offering how-to advice on “bodily deforestation” and news on the serious issue of deforestation.
The integrated campaign and press coverage drove sales results:
Sales of the Bodygroom Pro 2040 rose 18% from the week prior on Amazon.com (their largest online retail partner).
The BG 2040 broke into the Top 100 SKU’s on Amazon, on launch day. It jumped to #90 from its previous position at #1565 and was ranked as a #3 item on the Amazon.com “Movers and Shakers” list, which measures the biggest gainers in sales rank over a 24 hour period.
The BG 2040 broke into the Top 100 SKU’s on Amazon, on launch day. It jumped to #90 from its previous position at #1565 and was ranked as a #3 item on the Amazon.com “Movers and Shakers” list, which measures the biggest gainers in sales rank over a 24 hour period.
Generating More Emotional Storytelling
FedEx "Deliver Joy"
FedEx gets a ton of press during the holidays. However, the press tends to be very transactional, about the volume of packages getting shipped in December. The brand craved a way to gain more emotional storytelling during the holiday season, to showcase the important role that FedEx actually plays in the gift-giving experience.
Alyssa and her team developed the campaign: “Deliver Joy” where FedEx would ship gifts for free in exchange for a simple social post. A national survey revealed that 80% of respondents experience joy when sending gifts and feel more connected to loved ones by doing so. Using this insight, an experiential pop up was created where New Yorkers and influencers could post on social and send a free gift to a loved one. #deliverjoy
The PR strategies and experiential event activation worked together to generate a different kind of coverage for FedEx at the holiday season: lifestyle news, social posts among a younger, entrepreneurial crowd, and positive, more emotional press coverage all around the joys of giving (and shipping with confidence!) during the holiday season.
The integrated campaign and press coverage drove results in the desired time frame:
350 million campaign impressions
65 earned media placements
Strong message pull-through with 93% of coverage mentioning the FedEx brand, 82% featuring emotional language and positive emotions, and 57% including a call-to-action
For this work, Alyssa was leading the team, the campaign architect and providing strategic counsel while at previous agencies and, of course, all of these campaigns are public.