Black Vanilla researched and visualised the ‘messaging landscape’ to review and map out how the Leaders brand and key messages stood out from competitors. Through our approach, we were able to find ‘the blue water’ – the area that truly reflected the team’s expertise and USP.
After identifying and understanding key messages, we devised a variety of tactics to best reach their target audience. Using the PESO (paid, earned, shared and owned) model ensured the audience repeatedly received consistent messaging, through a variety of different channels.
We utilised the benefits of paid-for media to drive awareness whilst ensuring control over timing and message delivery. We considered the business audience and identified Business Brief as the best local opportunity. We agreed monthly thought leadership articles were the best way to showcase both Phil and Kareena’s individual strengths and deliver more content opportunities for the website and social media.
We researched the key topics for business leaders and created a ‘localised’ campaign idea for Leaders. Following a similar theme as our paid-for articles, we filmed Leaders spokespeople for ‘Leadership in 60 seconds’ – a video series from Phil and Kareena talking about elements of leadership in a 60-second timeframe. The themes and messaging were extended into media relations activity, positioning Phil and Kareena as industry leaders and leveraging the news agenda.