1. THE CHALLENGE

We had to make a fashion statement about tights with a “medical” USP signed by a brand with a traditionally “medical” image -LIGHT LEGS by SCHOLL- and create publicity surrounding their launch in Greece.

2. HOW WE WORKED

We organized a media/bloggers’ event that was based on the concept of a catwalk where the guests would themselves participate choosing outfits and combining them with the new tights. We chose two strategic partners: a fashion label that would provide the outfits and endorse Light Legs as a fashion accessory and a presenter who, herself, spends most of her day on her feet as the presenter of a TV show appropriately called Still Standing!

3. MEASURING THE OUTCOME

The client was very happy with the turnout at the event; the majority of the people on our guest-list showed up and happily participated in the catwalk, posting live stories on their social media. All major fashion media and blogs were represented and coverage was immediate and positive.

1. THE CHALLENGE

In the aftermath of a major oil spill off the coast of Attica near Athens, we were cold-called by the company hired for the clean-up to manage their communications. The oil spill was an extremely complex affair that dominated the news from the very first moment it occurred and created a huge outcry by local communities affected by it; we had to think on our feet and act exceptionally fast.

2. HOW WE MANAGED

In the first few hours after becoming involved, our efforts centered on 4 points:

• We chose a spokesperson who we speed-trained in media response.
• We agreed on a communication strategy based on concrete, single-minded arguments, regarding the facts and the technical aspects of the operation.
• We decided not to become involved in political and business arguments that had no bearing on the project/company and could harm its reputation.
• We focused on achieving our proportion of share-of-voice in an exceedingly turbulent media landscape

In the following days we monitored and evaluated tons of publicity; wrote statements and white papers, answered questions, arranged interviews with key media, made sure our client’s role was clear and explaining the clean-up process as it evolved.

3. THE OUTCOME

In four weeks there were almost 500 references to our client in online and offline media. The vast majority were marked as positive. The company’s press releases and statements that were unwaveringly based on facts and data were exceptionally well received by the media and influenced their coverage. Even in the incident of fake news (about the owner being arrested) our denial statement’s coverage was much more extensive that the original, inaccurate piece.
All in all, our client received the share-of-voice he deserved and we were shortlisted for Best PR Campaign in Issues & Crisis at ICCO Awards 2017!

1. THE CHALLENGE

To maximize awareness for the arrival in Greece of a brand of cosmetics addressed primarily to girls aged 12+ with a global marketing policy of zero advertising.

2. HOW WE WORKED

Making the most of the generous supply of sample products provided by essence we established a constant stream of communication with beauty editors and bloggers, taking into account their different profiles and needs, providing them with products to test and review. At the same time we established a direct line of communication with consumers via the brand’s Greek Facebook page whose amazing growth is 100% organic.

3. MEASURING THE OUTCOME

In just over 2 years essence has become a love-brand among teenage girls and is considered cool, safe and high-tech. The brand’s Facebook page has 29K likes, a phenomenal community that has grown organically. But essence has also become a favorite of beauty editors and bloggers: 120+ clippings from magazines, 140+ mentions in websites, 500+ reviews/presentations in blogs and 200+ videos on YouTube prove that our strategy is working!

The publicity generated for essence in this country places Greece in 5th place in terms of S.O.V in the media, with the brand present in 86 countries!

1. THE CHALLENGE

We were asked to participate in the creation of the first “non-media publishing” website powered by an insurance company – Eurolife ERB – www.as-milisoume.gr . Its long-term objective is to raise awareness about the benefits of private insurance in the Greek market and our mandate was to produce engaging content that would trigger discussions on the website and in social media.

2. HOW WE WORKED

We managed a hand-picked team of writers/journalists who created content –general and insurance-themed- that fit the website’s 4 sections. We proposed subjects/titles and wrote, edited and illustrated the articles. We were also involved in the overall content strategy and writing for collaterals such as newsletters, e-books, social media posts and community management.

3. THE OUTCOME

In its first 2 years the website achieved:

• Over 10K unique visitors/month – very satisfactory page/visitor and duration of stay indices that we looked to improve.
• Considered by the market as an innovative brand-building tool – won a DIME award in the Non-Media Publishing category.
• Eurolife considers it a CSR initiative and it is a source of pride to its internal audience.

1. THE CHALLENGE

To help a by default introverted company, the leading cheese producer and distributor in Greece, now also a major exporter, increase their share-of-voice in the Greek media and blogosphere.

2. HOW WE WORK

Our publicity strategy included developing key messages for both the corporate brand –Optima- and for five consumer brands –Epirus, Dirollo, Adoro, Kerrygold and Optima Pastry- mapping the media available to us and scouting for the best publicity opportunities per medium.  We “married” messages to media using an approach that combined press releases to a more selective approach and continue to do so today.

3. HOW WE HAVE SUCCEEDED

Going on four years later the client’s share-of-voice has increased by 4%; one in four published stories about cheese in the Greek media is about Optima or one of its brands.

The majority of these stories, an average over 1,000 per year, is positive publicity for the company and its products.

1. THE CHALLENGE

Vienna-based Act.NOW is one of Europe’s most significant NGOs dedicated to the refugee issue. We were asked to organize and run the Press Office of the 2ndInternational Mayors’ Conference that took place in Athens.

2. HOW WE WORKED

After devising a complete, cross-checked database of Greek journalists and foreign correspondents from major international media, our job was to ensure their presence and maximum coverage of the conference by making sure they had all the material they needed: key messages adapted into Greek as they developed, one-on-one interviews, access to background data etc.

3. WHY WE ARE PROUD

 Other than the fact that we managed to have excellent media representation at the conference (only days after the coup d’état in Turkey that was rightfully in the limelight) we also achieved high-end publicity in the top two Greek publications and on prime-time TV, as well as extensive coverage online in Greek and European media and social media.