Our core team is supplemented by earned media, digital innovation, creative, and experiential specialists, as well as on-demand resourcing where it adds value. Additionally, with a network of local, culturally attuned regional PR communicators across the U.S. that we engage for local market activations, media relations opportunities and beyond, we are built to throttle up or down.
With 'culture at the core', each of our campaigns is born from a unique cultural truth connecting brands and diverse consumer audiences. Our success is rooted in knowing that people engage with ideas that are meaningful to them. We architect insights-based campaigns that resonate with our clients' target audiences. Achieving success isn't easy, and game changing work can be thwarted by any number of pressures. Our team implements a consistent, disciplined approach to creative development to ensure maximum impact and relevance is linked to extending the life cycle of a strategic narrative and positioned to engage and motivate these audiences to action -the ultimate success criteria.
Our process for creating large-scale publicity campaigns includes:
Case Study:
California Milk Processor Board x 'Bones Love Milk Shredquarters'
Challenge:
For decades, milk has been suffering from consumption and sales decline. Fierce competition, frivolous consumer trends, and constantly changing lifestyles are at the core. Collective was tasked by the California Milk Processor Board (got milk?) to identify new growth opportunities for milk and deliver a BIG IDEA with the ultimate objective of captivating youth with a brand experience that demonstrates milk as a cool drink that has their backs, strengthens their bones, and is really good for them.
Insights:
Specifics on how these unique insights are applied throughout the strategic process of publicity launches can be found in the following chart:
As experienced media relations practitioners we know that the news media cannot be controlled; but it can be managed. While journalists have the ultimate say over which stories warrant news coverage, our team maintains close relationships with General Market, Hispanic, African American and Asian media targets nationwide to stay up to date on their reporting and ensure we're bringing the right stories with the right information to the right contacts.
"California Milk Processor Board puts milk 'on deck' & down the halfpipe"
We have a deep understanding of how the news cycle works in-language, in culture and throughout the mainstream media landscape and place great importance on maximizing each media opportunity for our clients. This deep-rooted understanding coupled with our media relationships often puts us in the best position to take the lead in evaluating and negotiating the ability of paid media integrations to serve as a vehicle to amplify the impact of earned and owned media as a synchronized effort.
Moreover, our national media and influencer relations teams bring extensive experience in the art and science of today's news delivery, creatively placing thousands of articles in top short lead and long lead publications; as well as, television, radio and digital media. A rich blend of seasoned brand strategists, media relations gurus formerly of national and international newsrooms, digital innovators, social engagement experts, content producers and distinguished creative minds —they nurture trusted relationships with clients' priority media targets at the national, regional and niche levels. Our ability to drive massive earned media results is just one of the reasons clients such as California Milk Processor Board (got milk?) and Domino's stay with us for so long. Every brand has a story; we're here to tell it in culture, in language - bridging it to audience passion points.
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Yes! Public Relations is no longer simply about traditional media. Social and digital media has shortened the life span of news, pushing often-frenzied journalists to turnaround stories in a short time. This has forced our team to keep up with journalists via their social media handles to get instantly connected with them and begin fostering those relationships on behalf of our clients. In doing so, we gain better insight into a reporter's tone of voice, opinions on relevant topics and recent work, and moreover, navigate the new media ecosystem to tell brand stories well and have content viewed, heard, shared and resonated.
We have hosted hundreds of intimate and massive engaging and memorable events with influential campaign megaphones. We invite both traditional and social media journalists to these events, as well as influencers - and we ensure that social media engagement is part of the experience, incorporating visually stimulating elements that drive online conversation via a themed conversation handle engineered for content discovery. Our influencers have been highly vetted by members of our team (not a computer), and we tap the best of the best to produce professional, high-quality content.
With over a decade of experience managing influencer campaigns, experiential events, and social media, our team's DNA is made up of experts and leaders in their fields from social media, talent relations, experiential events, sports and more who have fostered an extensive list of social media influencer contacts.
got milk? collaborates with hypebeast brand, Kith, to revive iconic 'mustache' campaign...with a twist
Infusing Indelible Brand Heritage as Social Currency to Cement Milk's Pop Culture Status with Millennials - Making it Relevant, Popular and Talked About in Unexpected Ways
Influencers: Designer Ronnie Fieg of Kith, Seth Rogen, Chrissy Teigen, Joan Smalls, and celebrity chef Bobby Flay
Got milk? partners with Funny Or Die to draw attention to misinformation and dispel myths about milk via parody investigation campaign, "The Mooer Report"
The Milkman is Coming ...and His Name is Bobby Mooer
Influencers: Funny Or Die and dairy milk loyalists Joel McHale, Yvette Nicole Brown, Arielle Vandenberg and Matt Cuttshall
We are a collective of smart, creative, culturally attuned trailblazers with unique cultural and consumer sensibilities that enable us to help brands stay in-step & grow with today's "new" consumer in ways no other marketing group can.