Today, MMC hosted a panel moderated by MMC Health and Well-Being EVP Diana Littman-Paige at the Holmes Summit called “Having the Guts for Glory” with clients Jay Sethi from COVERGIRL, Ambre Brown Morley from Novo Nordisk and Liz Metz from the Depend Brand.
The discussion was on how risk taking was essential to each program’s success:
- Brown Morley, Director, Product Communications, discussed the Novo Nordisk Victoza campaign, which engaged Paula Deen to strike a chord with consumers.
- Jay Sethi, Brand Manager at P&G, explained how COVERGIRL turned around its business through edgier advertising and partnerships after several years of declining market share.
- Kimberly-Clark director of North American consumer products noted that while the Depend brand had been the butt of jokes in the past, its award-winning ‘Great American Try-On’ program addressed incontinence straight on instead of “running away from it and fearing it.”
Check out The Holmes Report article here and below.
Image courtesy of MMC
MMC coordinated a partnership between Head & Shoulders and the Veterans of Foreign Wars (VFW) to support “Mane Man” Pittsburgh Steelers Troy Polamalu during the ultimate torture test – his first haircut in over 11 years. As part of the VFW “Mane Event,” which took place on Veteran’s Day at Heinz Field in Pittsburgh, Troy received a ceremonial cut to bring awareness to VFW programs and services that work to alleviate veterans’ struggles. Head & Shoulders, which has supported him for the last five football seasons, was there to ensure Troy’s legendary locks were “Troy Tested and Approved” before the cut.
During yesterday’s “Mane Event,” veterans cut a lock of Troy’s hair as part of the ceremonial moment. The strands will be auctioned off at a later date to raise additional funds for the organization. MMC secured 1:1 interviews with national grooming and sports media outlets during the event to give fans an exclusive look inside Troy’s haircut.
Troy also conducted interviews with eight national sports and grooming outlets in advance of the event, including USAToday.com, ESPN Radio “The Herd,” and “The Jim Rome Show,” to drive awareness to the cause and excitement for his haircut.
Furthermore, this season, fans can see if Troy is able to withstand any torture test imaginable by visiting http://www.troytested.com/. In addition, fans can get ready for the Steelers’ upcoming games by visiting the Head & Shoulders YouTube channel to view a Game-Day Challenge where Troy’s hair tackles new challenges every week that are synonymous with the city of the Steelers’ upcoming opponent.
Image courtesy of COVERGIRL
For the second year in a row, COVERGIRL sponsored BET’s Black Girls Rock! Award Show to celebrate black beauty and drive conversation among African American women. COVERGIRLs Janelle Monáe and Queen Latifah stole the show: Janelle opened the night with an electric performance and Queen was honored with the prestigious “Rock Star” award. Honorary COVERGIRL Alexis Harris also served as the red carpet correspondent during the show, speaking with celebrities on the COVERGIRL style stage as they made their way down the red carpet.
To build buzz leading up the airing, MMC pitched the breakdown of Queen’s beauty look done by her longtime makeup artist, and COVERGIRL Beauty Ambassador, Sam Fine. Fine provided insights into his inspiration for the look as well as some of Queen’s red-carpet must-haves. During the airing of the awards, COVERGIRL amplified the real-time conversation across all social channels providing fans with the ultimate COVERage.
MMC partnered with Patrice Yursik of Afrobella who served as the host for the Black Girls Rock! Twitter Party which also featured Sam Fine and COVERGIRL. Throughout the show, Afrobella lead the conversation with hashtag #EasyBreezyQueen highlighting top moments, best performances and inspiring speeches while Sam provided his expertise on all things beauty. COVERGIRL engaged throughout! Following Queen’s “Rock Star” award acceptance COVERGIRL also posted an Instagram video of Janelle Monae congratulating her on the honor, which created an organic moment for the COVERGIRL family!
COVERGIRL recently launched The Beauty Q tab on Facebook to highlight the COVERGIRL Queen Collection, which was created by Queen Latifah in partnership with COVERGIRL and features shades and hues designed to meet the beauty needs of African American women. Throughout the Twitter party Afrobella and COVERGIRL directed followers to check out the Beauty Q tab on Facebook and linked to the Beauty Q content featuring Queen and Sam Fine on YouTube, to further drive awareness to the Queen Collection and its offerings.
The P&G campaign is in the company of 14 other campaigns that represent some of the best work the PR industry, including The Heart Truth for the AHA, Dove Campaign for Real Beauty and the launch of Wii. See the article below.
Great work: PRWeek goes through the archives to highlight some of the most innovative and effective communications campaigns from the past 15 years
Thank you, Mom
Client: Procter & Gamble
Agency: Marina Maher Communications
Duration: 2012 London Olympics
Procter & Gamble’s Thank you, Mom engaged moms worldwide through 60 Raising an Olympian “momumentaries.” The online videos were viewed about 27 million times during the games. P&G saw 370 million Twitter interactions and sales increased globally by $500 million.
Marc Pritchard, P&G’s global brand building officer, says half of the media garnered through the campaign was earned because “the PR work was creative, engaging, and tightly interwoven into the insights of our program.”
MMC is excited to announce two MMCers have been honored by PR News! Our very own Marina Maher has been named a finalist for PR News’ Agency Leader of The Year award! Also recognized is Caitlin Kinsey, who has been named one of PR News’ 2013 People-to-Watch. Caitlin has been an integral member of new business teams that have added to the agency roster, including the global assignment for Procter & Gamble’s multiyear global sponsorship of the Olympics and the “Thank You, Mom” campaign, and Target Corporation’s Electronics & Gaming business.
The winners and honorable mention honorees of the PR People and People-to-Watch in PR Awards will be celebrated on December 10, 2013. A complete list of finalists and honrees can be found here.
Image courtesy of Kate Lord
Divinely confident: Our own Nicole Kaldes braves the Secret Moth stage
Wednesday night, the MMC Secret team hosted an intimate evening for media guests to launch the brand’s newest innovations for personalized Clinical Strength protection: Secret Clinical Strength Invisible Solid and Secret Clinical Strength Clear Gel, two category-firsts, giving women 100% odor protection for 100% confidence, guaranteed.
The experience immersed short-lead media influencers in women’s journeys to 100% confidence through the live performance of true life confidence narratives, as told by three fearless female storytellers from the renowned storytelling group The Moth.
The themes of confidence and fearlessness shined through each uniquely captivating story, after which the media were encouraged to conquer their fear, and potential stress sweat, by sharing their own confidence story. MMC’s own Nicole Kaldes demonstrated her #BeFearless attitude and took to the mic to tell a personal high school story that was met with laughter and applause from the audience.
Media attendees shared photos throughout the night on Twitter and Instagram and left feeling confident and inspired by the experience.
For more information on the Secret Clinical Strength Collection, or to get your hands on one before they hit stores, visit: https://www.secretstore.com/ and learn about upcoming events from The Moth here: http://themoth.org/.
Image courtesy of Merck
As part of the second year of Plan It Forward, a campaign aimed to help women craft a plan so they can reach their goals, Merck went back to school to encourage college students to start thinking about what they want to achieve in the future.
Earlier this week, MMC helped support a panel event at UCLA that offered college women tips on how to balance a full course load, secure an impactful internship, and consider how roadblocks like an unplanned pregnancy could alter their plans. Panelists included Jenny Blake, author of Life After College; Corinne Dobbas, nutritionist who promotes overall wellness; and Windsor Hanger, co-founder and president of Her Campus, an online community for young women in college and a campaign partner. The panelists acted as mentors for the attendees while on-site and encouraged them to visit the Plan It Forward microsite for additional tools to craft a plan of their own.
Following the discussion, women were encouraged to take the Pledge to Plan It Forward – a commitment to achieving their goals.
This is the second panel discussion that MMC has helped facilitate for the program, together resulting in hundreds of women taking the Pledge and thousands of women visiting the website to receive more information.
The Plan It Forward campaign continues through the end of the year on www.hercampus.com/planitfoward.