Monday, August 29, 2016

Going the Extra Mile(s) for MAVEA

Pictures are nice, but seeing is believing – which is why the LCWA team spent this spring and summer crossing the country to introduce influential editors, bloggers and tastemakers to the next generation of water filtration products from our client MAVEA.

Starting in Des Moines, Iowa – home of media conglomerate Meredith Corporation and its flagship title, Better Homes and Gardens – the team spoke one-on-one with editorial staff and influencers, offering demonstrations of the new MAVEA MicroDisc water filter and positioning MAVEA as a buzz-worthy player in the water filtration industry.

From there, we headed to the media capital of the world – New York City – for back-to-back media events focused on holiday gift guide opportunities. Our interactive display offered attendees a first look at the MicroDisc and its corresponding products – the Water Filter Pitcher, Carafe and Water Bottle. All attendees were eager to try the products for themselves – providing us with an ideal opportunity to follow up and secure future media coverage.


The key to long-term PR success for our clients is establishing real relationships with media – and in this digital era of media relations, events such as these are even more valuable for solidifying relationships with veteran editors and establishing rapport with new ones. With introductions complete and follow-up underway, we look forward to converting these leads into placements! 

Friday, August 26, 2016

Favorite Finds

This week the Twitterverse witnessed the rise and fall of social influencers on the media battleground. Here are my favorite trending hashtags from the week:
  • #LochMess – While the buzz about the Olympics may be over, Ryan Lochte is still making headlines and tre
    nding on social media. Four sponsors have dropped the medal-winning swimmer since his infamous night out in Rio. The incident can serve as a valuable lesson for PR pros who work with #influencers.
  • #DogsofInstagram – The newest online influencers are four-legged and furry! Dogs are now major social media stars, posing for photo shoots and bringing in the big Hollywood bucks. Meet Toast, a puppy mill rescue who earns $3,500 - $5,000 per sponsored Instagram post on his site #ToastMeetsWorld.
  • #Snapchat – From the recently launched Promoted Video on Pinterest to Instagram Stories, the battle of messaging apps intensifies as challengers try to compete with Snapchat. Adweek gives a breakdown of how Snapchat’s competitors stack up.
  • #Gawker – The shutdown of Gawker, the controversial website with an unapologetic brand of journalism, reignited heated discussion about privacy and freedoms of speech. Founder Nick Denton published a lengthy obituary to the website, further fueling the online debate. 
  •  #SocialJournalism – A new study offers insight on how to reach more journalists on social media. More than half of the surveyed journalists said they use three or more social sites for sourcing, but their habits and preferences differ by age, beat and geographic location.

Friday, August 19, 2016

Favorite Finds

While the games of the 31st Olympiad continued to dominate world news and social media this week, there were a few other stories that caught our attention. Following are just a handful of our favorite non-Olympic happenings – and mishaps:
  • Something New on the Political Menu – Presidential candidate Hillary Clinton has a new campaign cooking. The Democratic nominee has launched Chefs for Hillary, a food-focused initiative in which celebrity chefs share recipes they’ve developed for her campaign. The first round of patriotic-inspired eats, which are available on Pinterest, include dishes from the country’s top chefs including Mario Batali‘s signature grilled swordfish; Dominique Ansel‘s democratic (blue)berry cookies, and Katie Lee‘s patriotic penne pie. The campaign also encourages voters to show “Team Hillary” pride by sharing their own recipes using #ChefsForHillary.
  • This Just Pin…er…InImage-first platform Pinterest has made a big move into video. On Wednesday, the company launched Promoted Video, allowing users to access full auto-play video with sound, and brands to display up to six Buyable Pins beneath each video as it plays. According to Pinterest, video will now be a "core part" of the user experience.
  • On No She Didn’t! – When writing social content/graphics, it’s probably a good idea to first ask, “is there any possibility someone could be offended by this?” This week, TV personality Ellen DeGeneres uncharacteristically found herself at the center of racial backlash when she tweeted a Photoshopped meme of herself piggybacking on Olympic sprinter Usain Bolt with the caption, "This is how I'm running errands from now on."
  • Stick ‘Em Up! – Following the June launch of its new ‘Stickers’ tool, which enables users to attach customizable, emoji-like pictures to their photos, Twitter announced Monday the introduction of Promoted Stickers. This expansion allows brands to create and promote custom stickers as a way to engage with fans. Pepsi will be the launch partner for Promoted Stickers, sharing some 50 custom stickers across 10 markets as part of its “PepsiMoji” campaign.
  • Pikachu Piques (Even) More Interest – As the Pokemon GO craze continues, an increasing number of city leaders want in on the action. Since the game entices users outside to engage in their community, it could prove an ideal medium to encourage even more civic interactions – everything from promoting local landmarks to reporting graffiti or broken street lights.

Friday, August 5, 2016

Favorite Finds

With political conventions behind us and the Olympics ahead, this week was the relative calm between storms on social media. But that doesn’t mean it was without buzz. Here are a few of my favorite finds from the past week:

·         Let the (Sponsors’) Games Begin. With the opening ceremonies happening today, everyone is getting excited for a summer Olympics that is sure to be chalk full of news. But for brands that are not official sponsors of the event, participating along on social media is going to be very closely regulated. If you don’t know by now to avoid all official hashtags, location references, ‘lypic references and athlete references, check out this post immediately.
·         6 Seconds to Win It. Speaking of competition, Mashable and Vine recently released the Armstrong award winners – Vine videos so good they took home a total of $10,000. The competition saw more than 400 submissions across seven categories: art, comedy, animation, illusion, music, series and remix. Watch the winners here.
·         Facebook Factors. Several interesting reports hit social out of Facebook this week. The platform launched a birthday compilation feature to remix the 100 times people say “happy birthday!!!!” on your birthday. And if perhaps that news doesn’t wow you, they followed up with a prediction that phones, not glasses, will be the future of augmented reality and a sneak peek at their massive new R&D lab where they will get to work making that prediction a (virtual) reality.
·         InstaSnaps. Facebook-owned Instagram also made a big announcement this week, unveiling a major revamp of its popular social media app called Instagram Stories,"  which allows users to capture and share video clips throughout the day. The videos self-destruct after 24 hours – very similar to the way SnapChat works – and won't appear on your profile grid or feed.Calvin HarrisDemi LovatoNick JonasCiaraDemi Lovato and Nick Jonas are tipped to be among the first to share “stories”. Don’t worry, Snap Chat still has its filters to stand on – and with 50 new suburb-focused geo-filters hitting Australia this week it got its own spot in the limelight.
·         ICYMI. Finally, in case you missed it, everyone is buzzing about the trailer for #WonderWoman. It looks pretty spectacular if you need a quick Friday break.

Tuesday, August 2, 2016

LCWA Shines a Spotlight on Paper – and People – With Purpose

LCWA client Boise Paper has been manufacturing and distributing high-quality paper in the United States for decades, and now their story is more widely accessible to the public. This spring, LCWA wrote, coordinated and produced a series of three videos for Boise Paper to help the company shine a spotlight on its paper making process, its people and the role U.S.-based paper mills play in supporting both local economies and national woodlands. 

Onsite in Jackson, Alabama, our team met workers passionate about quality products, customer service and safety – and we learned a lot about how paper is made and how demand for domestic paper incentivizes landowners to keep much of our nations’ forests healthy and thriving. Then we took that knowledge and translated it into powerful, educational brand videos. From writing the script to editing the final footage, LCWA helped capture Boise Paper’s “Paper with Purpose” mission in action – and we’re excited to now bring that story to the masses. 

Check out the three powerful videos we helped create for Boise Paper – Sustaining Our Forests, Paper with Purpose and People with Purpose – and stay tuned for a close-up look inside the Boise Paper International Falls Mill coming this fall!

LCWA Shines a Spotlight on Paper – and People – With Purpose

LCWA client Boise Paper has been manufacturing and distributing high-quality paper in the United States for decades, and now their story is more widely accessible to the public. This spring, LCWA wrote, coordinated and produced a series of three videos for Boise Paper to help the company shine a spotlight on its paper making process, its people and the role U.S.-based paper mills play in supporting both local economies and national woodlands. 

Onsite in Jackson, Alabama, our team met workers passionate about quality products, customer service and safety – and we learned a lot about how paper is made and how demand for domestic paper incentivizes landowners to keep much of our nations’ forests healthy and thriving. Then we took that knowledge and translated it into powerful, educational brand videos. From writing the script to editing the final footage, LCWA helped capture Boise Paper’s “Paper with Purpose” mission in action – and we’re excited to now bring that story to the masses. 

Check out the three powerful videos we helped create for Boise Paper – Sustaining Our Forests, Paper with Purpose and People with Purpose – and stay tuned for a close-up look inside the Boise Paper International Falls Mill coming this fall!