Last month, Burson-Marsteller was awarded three PRSA Renaissance “Awards of Excellence” for an Evidence-Based integrated communications program that helped increase brand awareness of Transitions Optical, a leading provider of lenses that protect and enhance vision by adjusting and adapting to different sources of light. The awards included “Best Media Relations Campaign- More than $20,000 Budget,” “Best Marketing Communications Campaign-Business-to-Consumer,” and “Best Social Media Campaign.” This was the most awards won by a single campaign that night.
Using an Evidence-Based approach, Burson-Marsteller's Proof Unit developed an extensive integrated marketing campaign, supported by primary research developed by Penn, Schoen & Berland Associates. The program consisted of a PGA tour partnership, a consumer education program, a social media campaign, guerilla marketing, advertising and a consumer experience program. It resulted in more than 5,000 visitors at the “Live your Vision” experience pavilion throughout the week, an 83% increase in traffic to Transitions.com during the month of the PGA Tour, and generated favorable product reviews, online media outreach and nearly 500,000,000 PR-related impressions.
To read the case study click here ... |
|
|
|