Food products PR cases 2014, №2

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Cases

examples

of implemented PR-projects

(food products market,

№2)

Content Case №15: PR-support of master-classes on fitness, organized by Vitmark to

support ТМ «Jaffa Viva»

Case №21: Contest for journalists- effective instrument to upturn relevant media loyalty

Case №22: PR-moving of «Nebesna Krynitsa» Company in market H.O.D. sector B2B

Case №23:Integrated PR-moving on the retail market: «ECO-market» supermarket chain

Case № 25 Velyka Kyshenya2013

Case №36: Promotion in PR-moving of the new cooling lollipops "NORD" and fruit lollipops "VIT" (production ROSHEN) on the Hreschatik, during «Kiev Day» celebration.

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Case №15: PR-support of master-classes on fitness, organized

by Vitmark to PR-moving ТМ «Jaffa Viva»

Client: «Vitmark-Ukraine» Company - the biggest Ukrainian manufacturer of juices, nectars, non-alcoholic drinks, infant foods, puree and concentrated semis.

Object of promotion: Jaffa Viva – range of fruit mixes without sugar

Activity aim: Announcement and PR support series of master classes on fitness online and in TM Jaffa Viva social networks.

Special aspects of activity:

Internet-users informing about fitness master-classes involving world fitness stars- Vladimir Snezik and Ekaterina Blinova, organized by TM Jaffa Viva together with worldwide range of fitness-clubs FitCurves;

conducting quizzes and contests to attract social network users attention to a master class on fitness;

Live report from the master classes on fitness in a group of TM Jaffa Viva VKontakte and page TM Jaffa Viva on Facebook using photo and video.

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PR-support of master-classes on fitness that were organized to

PR-moving ТМ «Jaffa Viva» by Vitmark on social media pages

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Results of PR-activities

Master-classes on fitness organized by TM Jaffa Viva in Odessa, Dnepropetrovsk, and Kiev, were visited in total 300 participants. Each of master-classes was actively aired on ТМ Jaffa Viva platform in social media, and also on the site. Shortly after the events at the sites was published a detailed report (including photo and video report).

During the master-class on fitness in Kiev was actively anchored online-story on social media pages as Facebook and Vkontakte: 25 posts on every page were published, provided with photo or video. This online reportage watched about 2,000 members.

During carrying out of activities (1-22 November), at pages TM Jaffa Viva were published more than 80 posts on every. In the quiz that was held at TM Jaffa Viva pages in social networks, actively participated 14 users.

In a short time it was managed to accumulate

Vkontakte and Facebook users attention to

the events that were organized by the client

by supporting it high attendance and

providing detailed online-report.

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Case №21: Contest for journalists- effective instrument to

upturn relevant media loyalty

Clients:

o Leacond Company – official distributor of DAIKIN corporation (Japan) and HOVAL (Liechtenstein)

equipment in Ukraine.

o «ECO-market» chain of supermarkets

o «BIONA» group – market leader in biotechnology for agriculture

o Performer: Publicity Creating

Aims and objectives: • To increase relevant media editors, journalistsloyalty to client-company.

• To increase client-company visibility in media sphere, company speakers citedness, amount of references

about company in media.

• To motivate journalist to cover up market practice, where the participants are the clients-companies. To

level up journalists materials professional level on market

• To demonstrate openness of Company willingness to provide comments, professionalism of TOP-

management and familiarity about markets.

The proposed solution

Organization and conducting competitions for journalists for the best editorial publication on

topics related to the market, where the companies work:

o Leacond – climate technology and equipment market

o ECO-market – food retail market

o GC «BIONA» –biological products for agriculture market

Holding a press lunch for the participants of competitions: journalists, editors, market

observers. During a press lunch not only prize distribution to the winners were held, but also informal

contacts between representatives of the media and the company's top management took place, for

whom the competition was organized

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Results

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LEACOND:

Competition for journalists "Fresh thought“ is holding since

2004. Traditionally, the competition arrives about 30-50

articles in 2012 were accepted television programs and

Internet publications. During the competition Leacond

Company became a informational leader in the air

conditioning market, the first face of the company - the

opinion leaders.

ECO-market:

The contest "From the Life of supermarkets" was held in

2012. The competition 57 articles from 21 authors have

arrived on competition. Participants in the competition were

the journalists of the media as "Today", "Focus",

"Comments", "Investgazeta", "Obozrevatel», AllRetail,

«World of Products" and many others. Chain "EKO-market"

has demonstrated itself as a public company, the leader of

the market retail information sector

CG «BIONA»

The competition attracted 19 articles from 15 authors,

published in the print media and online media - business and

specialized subjects. Business media showed interest to a

narrow sector of biological products for agriculture, market

came from the informational shadows. In this case, the first

person GK «BIONA» demonstrated themselves as the

opinion leaders in the market of biological products, and on

the agricultural market as a whole.

Case № 22: PR-moving of «Nebesna Krynitsa»

Company in market H.O.D. sector B2B

Client: «Nebesna Krynitsa» Company, one of the leaders in Ukrainian market of bottled

water delivery.

Performer: Publicity Creating

Operating period: April-December in 2012.

Aims and objectives:

• To from image of «Nebesna Krynitsa» Company as a best supplier of bottled water in

offices

• Strengthen the reputation of the “Nebesna Krynitsa" as a reliable company that provides

a quality product and delivery service in the market of bottled water in offices

• To form the image of top managers “Nebesna Krynitsa" as delivery market experts of

bottled water in Ukraine 9

The proposed solution Complex PR-moving program , which in particular includes:

Organizing a press conference of “Nebesna Krynitsa" on "The Ukrainian market of water

delivery: Trends and Forecasts for 2012".

Press conference attracted significant interest among the media,6 representatives of the Ukrainian TV

channels visited the event (among them - BUSINESS, Noviy Canal, UBR), business media ("Business",

"Status", "Kommersant", “Delovaya Stolitsa") and others, in total - 29 journalists. Post coverage of more

than 180 publications.

Organization of series of video interviews with the experts of “Nebesna Krynitsa" with further

video items spreading on the corporate channel on YouTube and support in the form of range

video –releases distribution to relevant media (more than 3000 views, continues to grow).

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The proposed solution Course realization of expert online-conference with the «Nebesna Krynitsa» representatives on

top rated Internet platforms (the views amount of online-conference page – from 1500 to 3000(

continues to grow)

Performing the duty as «Nebesna Krynitsa» press-office: writing and distribution different

materials to media ( 36 press-materials (press-releases, news, articles and so on) during the

period under review) – satiety of media scene with relevant information about the company.

Media trainings for management and senior executives of the company.

PR-support of «Nebesna Krynitsa» CSR projects: writing press-releases, that to the full

illustrates realization of CSR program.

Forming B2B-content for platforms of “Nebesna Krynitsa" in social networks.

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Results

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As the result of realization of «Nebesna Krynitsa» PR-moving program on B2B market, was

formed image of the Company as a dependable dealer of proficient botteled water, that provides

the best service for client on the market

In a result of organized by Publicity Creating press-conferences, online-conferences, filmed

video-plots, «Nebesna Krynitsa» top-management were introduced as experts on market in

bottled water delivery. At the same time, all advantages of ordering water from «Nebesna

Krynitsa» were demonstrated for target audience.

PR-moving complex for «Nebesna Krynitsa» Company on B2B market strengthen it reputation as

a company that is usually recommended in choosing dealer of office water-in view of high quality

product and service Also PR-moving promoted new clients attraction to «Nebesna Krynitsa»

Company in B2B sector.

Case №23:Integrated PR-program on

the retail market: «ECO market» supermarket chain

Client: «ECO market» chain of supermarkets

Performer: Publicity Creating

Цели и задачи:

Leadership in rating of media citedness among all participants of product retail market

Forehanded and full coverage of «ECO market» events, that was asserted as consistent

with brand strategy

Digital PR: creation and support of corporate «ECO market» platforms in social pages and

blogosphere

Uprising visibility in media sphere of «ECO market» speakers citedness

PR-support of CSR program («ECO market for schools») 13

The purposed solution

Implementation of ECO market press-office functions with «Publicity Creating» efforts

• During a year (December 2011 – December 2012 ) were written and sent to media above 70 press-

releases

• Also about 30 different press-materials(articles, news, research notes) about «ECO market» activity

were written

• Press-center swiftly provided to media representative comments of LLC «ECO» speakers, at the same

time effectively generating informational subjects for publications

For arranging more productive communications with media contest for journalist «Life of

supermarkets» was organized . 57 articles from 21 author took part on the contest. Contest

participants were journalitss from such media as Segonya, Focus, Commetarii, Investgazeta, Obozrevatel,

AlllRetail, Mir productov and many others. «ECO market» chain demonstrated openness, as a leader in

informational sphere of retail market. Based on contest results in December 2012 a press-lunch was

organized. The winners got a Apple tablet PC.

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The purposed solution

Creating and supporting corporate platforms in social

media and blogosphere:

Facebook:

• Regular updating, qualitative content( more than 300 post

in a period)attracting more than 2000 users on the page

• Diverse content: articles, photo, video, surveys, contests

etc.

Vkontakte

• More than 300 post during the period under review

• Attracting more than 1000 users into the group

• Diverse content: articles, photo, video, surveys, contests

etc.

Livejournal

• More than 180 post during the period under reviewд

• Forming blog-readers audience(over 300)

• Diverse content: articles, photo, video, analytics, opinions

Twitter

• Over 190 tweets in microblog

• Follower audience-over 1000

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The purposed solution

Press-conference realization on the results of final stage of ECO market KSR

program «ECO market for schools»

In press-conference that was held in Kiev secondary school ( that won in the program «ECO-

market to schools») took part LLC ECO top management speakers and civil servant of Kyiv

mayor's office, also schools headmasters.

Press-event spark an interest among media, it was visited by over 20 journalists in part- 5 TV

channels representatives. In such manner information about ECO-market KSR program

received a vast resonance.

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Results

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As a result of press-office ECO market activity, that was organized by Publicity Creating, client

since spring 2012 consistently ranked in TOP-3 media-citedness among product retailers. From

summer 2012 regularly headed given list, outperforming all competitors

The amount of applications to LLC ECO representatives for comments from journalist have

increased in 2 times during 2012.

The contest for journalists «Supermarkets life» strengthen specialized journalists loyalty to ECO

market chain, and asserted LLC ECO as open company, and TOP management- as experts in

product retail market.

Was created a communicational channel with consumers through the blog and main social

medias. It strengthen the loyalty to ECO market chain, which have given ability to inform targeted

audience about Chain’s news directly, and also to establish backwash with consumers.

Case 25: Maintenance development of BRAND platforms in

social media: «Velyka Kishenya» chain of supermarkets

Client: «Velyka Kishenya» chainof supermarkets Performer: Publicity Creating

Aims and Objectives:

Forming strategies and platforms development, posteriority

Informing audience of users and forming their loyalty

Content generating- as qualitative and various

Increasing the amount of page fans ( 2 platforms-Facebook and Vkontakte)

Creating and implementation activities for fans(contests, quizzes, surveys)

Increasing index of involvement (likes, reposts,comments, participation in surveys and

contests)

Provision of communications with users of social media and timely to react on questions (in

mode 24/7 )

Timely coverage of company's news in social media

Updating design of pages

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Purposed solution

Developing «Velyka Kishenya» platforms in social media; generating unique content

Developed and implemented informational model:

• theme areas of the content,

• acting scenario in case of negative appearance,

• Attracting and engaging users

Regular uploading of information on pages (no fewer than 3 publications a day), 7 days a week.

Creating content-plans week ahead ( on basis of early created thematic directions)

Анализ контента – выявление самого популярного поста недели, месяца

Conducting surveys

Creating own infographics

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Purposed solution Attracting new audience and increasing involvement index of existing audience

Conducting contests, actions, quizzes of different directions

Attracting new fans

Audience involvement

Increasing users loyalty

Increasing motivation for regular visits

Development conception for contest partners and sponsors

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Purposed solution Creating exchangeable design for Facebook and Vkontakte

Creating range concept of graphical images- coverages

Implementing of plan and timing of coverage shifting in social medias- in relation to season, themed

holidays, demand for goods

Creating of pages’ design

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Results

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Following the results of 8 working months with Brand «Velyka Kishenya» in social media

Page content moved to a new proper level

Audience gain on Facebook platform worked out 4000 fans (work was conducted without any

paid/advertising methods).

Показатель взаимодействия с аудиторией достинг

Number of fans at the end of the month

Results

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Following the results of 8 moth of work with «Velyka Kishenya» :

Audience growth on Vkontakte platform worked out 3000 fans (work was conducted without

any paid/advertising methods).

Показатель взаимодействия с аудиторией достинг

Results

Contests-statistics

During 8 months of work with «Velyka Kishenya 6 contests with different mechanisms

were created and implemented. Among them - photo contests, contests on guessing,

question-answer, checking of knowledge and erudition

User involvement was managed to increase and stabilize.

Results

Contests-statisitcs Contests were along held on 2 platforms, moreover assignments were partly changed

Every contest had a case - participant had to repost post with the contest. It gave an

opportunity to expand exposure, the one who saw the contest post and the whole page.

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Results

Contests-statistics

Today «Velyka Kishenya» platforms in social media are laudable:

1. Content– is cognitive, entertaining, vivid, unique with small marketing embedments

2. Posting frequency- 3 times a day(and more)

3. Reaction on negative–online(maximum during hour in working days, maximum during half

of the day- in weekends and holidays),

4. Carrying out contests- systematical (one in a month)

5. Total involvement of users– high

6. Admin interaction with the audience– maximal (answer to every post)

7. Design updating– systematical (one in a month)

All indexes, that measure pages success in social media, point that «Velyka Kishenya» pages

are the significant contribution to positive reputation of this big Ukrainian Chain in product

retail.

Case №36: Promotion in PR-moving of the new

cooling lollipops "NORD" and fruit lollipops "VIT"

(production ROSHEN) on the Hreschatik, during

«Kiev Day» celebration.

Development, organizing and conducting of the action

- Publicity Creating.

Aim of the action - to acquaint customers with the new

domestic production candy caramel, and present new brands.

To participants of numerous competitions that were

conducted at two platforms with a diameter of 15 m

each, modeled in accordance with the corporate

identity of each brand, as gifts were handed tubes of

candies, toys, gifts, balls with a logo and so on.

During the action Kievans were distributed to over

4,000 free tubes of candies of both brands.

The competition was attended by over 500 people.

Welcome: Publicity Creating, the company of strategic communications

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