Campanii cu bloggeri

1. BLOGGERS
CAMPAIGNS

2. SUMMARY
The Bridge
History #yourvikingside
Pepsi #futbolnow
Electrolux #passionforcooking
KFC & bloggers
Lipton #oVARApezi

3. THE BRIDGETM - our Unique Digital Centre
3
Golin Romania works in close connection and takes a lot of digital know-how from the
European Digital Media Hub we have in London but also from the Bridge hubs we
have in Chicago, Dallas and New York.

4. THE BRIDGETM
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Our local team’s digital know-how is continuously sourced from the London Hub
and benefits from proprietary tools, unique digital platforms, the latest
developments & trends, priceless in this continuously changing world

5. THE BRIDGETM
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Opened 2011, The BridgeTM is a unique digital hub in Romanian PR industry and
offers Golin clients a truly synchronized view on both online & offline
opportunities as well as possible communication risks, real-time

6. THE BRIDGETM Clients
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The Golin clients that work with the Golin Bridge implementing:
-Facebook pages content
- Blogger campaigns
- Social media integrated campaings
- Real time marketing campaigns

7. BLOGGERS CAMPAIGNS

8. History #yourvikingside
8
History, the flaghip channel of leading factual entertainment broadcaster A+E Networks UK, launched in
October 2013 the series Vikings in Romania. We were challenged to transform Romanians in Vikings’ fans.
We brought the Vikings to Romania literally and Bucharest was assaulted by real Vikings

9. History #yourvikingside
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We provoked a well-known Romanian artist – Cosmin Tudoran who is also an appreciated online influencer and a blogger
to be the first one to talk about Vikings. He asked his fans to hit the like button if they wanted to have his hair cut like in this
image. He didn’t make the reveal about the image.
So when he gathered all likes needed he had his hair cut and made the reveal – he spent a whole day doing his daily activities
dressed as a viking.

10. History #yourvikingside
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After Cosmin Tudoran experience for a day as a Viking, many other bloggers were provoked to spend a night like a Viking
and were invited to promote the new episode from History in the center of Bucharest. Then all bloggers interested about the new
launch were invited to a viking party where they had the chance to eat, drink and enjoy a viking evening.

11. Pepsi #futbolnow
11
The summer of 2014 meant the 20th edition of the FIFA World Cup – a moment that was expected by all football
lovers. But how can Pepsi communicate in this context, given that its main competitor, Coca-Cola, was the
sponsor of the event? Our challenge, therefore, was to build a Pepsi platform through which to celebrate the
love that Romanians and the brand have for football. We had to start from the 2014 Pepsi platform - celebrate
the FIFA World Cup by bringing together football and music in its global #FutbolNow campaign, in which six of the
world’s greatest football players took part – an interactive video was created.

12. Pepsi #futbolnow
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For local relevance, we launched for Pepsi a communication platform under the same name as the global
platform, #FutbolNow, but with impactful and significant activations for key opinion leaders in Romania, who
are passionate about football and Pepsi consumers. We organized a meeting with the main football-loving
Romanian bloggers in order to present the campaign to them. During the same event, we announced the
support that Pepsi would provide for their meetings on the field at the #FootballTweetMeet – Pepsi.

13. Pepsi #futbolnow
13
The next step of the campaign was to launch the new Pepsi, Pepsi Ginga, and the special cans created for this
occasion - the Football World Cup, part of the #FutbolNow global platform. Each can represented a different
football player. In order to catch the attention of sports journalists and bloggers and to escape break out of the
classic PR activations, we reactivated a classic childhood game – the exchange of football player cards!

14. Pepsi #futbolnow
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Our mission for the second part of the year was to support the future of Romanian football! Thus, we started
from the partnership that Pepsi has with the Gheorghe Hagi Footbal Academy, and together we made a
commitment to Romanians everywhere: we undertook that we would support Romanian talents. And we involved
bloggers in promoting a Facebook app where fans could say where they play football and Hagi would surprise
them on the football field. Bloggers were also surprised during their matches and received t-shirts and balls signed

15. Electrolux #passionforcooking
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For Electrolux, one of the world’s biggest home appliances producer, we developed
the Passion4Cooking platform, a multi-prong approach combining robust media
relations, social media, events & communication with key influencers

16. Electrolux #passionforcooking
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We told the brand story exclusively through PR, building a community – the foodbloggers community
and turned them into brand ambassadors. Electrolux was the first brand who gathered all foodbloggers
together. How did we do that?
By offering them the possibility to experiment & interact with the products and the brand. And so we started
by organizing friendly dinners with 3 food bloggers, during which they cooked their favorite recipes, got to
know each other and enjoyed their passion together with dear friends and readers. At the end of each year we
gathered all together in a food bloggers’ party in December.

17. Electrolux #passionforcooking
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The campaign was recognized by receiving the Best Practice in Digital PR title in the Electrolux global
network and a Silver Award for Excellence in the Digital & Social Media Category in PR Awards 2011
festival
In the further two years the platform continued to gather bloggers together in dedicated campaigns: Passion for
traditional cooking (2012), International cuisine for bloggers (2013), Secret Ingredient (2014).
A total of 90 food bloggers got involved in Electrolux campaigns in 3 years.

18. KFC & bloggers
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In 2013 when we started working with KFC almost no blogger/KOL wasn’t talking about KFC in social media.
In two years we managed to create a really strong positioning for KFC in social media and bloggers became our
main ambassadors – they intervene on the page and explain products and offers to fans without us asking them to
do this. We involve bloggers in all main communication moments for the brand.

19. KFC & bloggers
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It all started with mapping the bloggers relevant for KFC and for KFC target. Mapping means we know everything
about these bloggers and which activations best suit them. We create the most creative campaigns and really let
them experience the product and be creative too. For example we invited in a dedicated campaign the bloggers
who are the biggest fans of the hot wings and provoked them to dress up in the Lords of the Wings.

20. KFC & bloggers
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When we launched Crispy Meltz, a new product in the form of a triangle we thought we should communicate it
with the help of bloggers who are very well-known for their trio-best-friend-relationships and provoked them to do
something different from what they always do together. So we asked them to do escalade, to dance tango and to
make some pottery. The reactions were great and the approach very creative.

21. Lipton #oVARApezi
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In 2014 the challenge we received was to create a new communication platform for Lipton, with youngsters, for
youngsters, about youngsters, born from Brightside of life’s DNA. During the summer, the place-to-be for our
target is the sea side. So we built the Lipton House, the perfect place on the shore of the Black Sea, in
Costinesti, where we would live together the summer of 2014. Anyone could get to enjoy a holiday together
with their friends, provided by Lipton, by answering to the challenges launched by the brand

22. Lipton #oVARApezi
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Pimp Up the Lipton House: We invited bloggers and VIP endorsers to help us decorate the
house, together with 2 architects, in a fun and engaging full weekend event. They all posted real time photos from
the decoration asking fans on Facebook to help them create the best Lipton atmosphere for the summer.

23. Lipton #oVARApezi
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“Taste the Brightside” campaign launch: we invited bloggers, endorsers & journalists to spend a
weekend in the Lipton House at a unique press-concert-conference, offering them a preview of the summer
experience prepared by Lipton. Then we launched the Lipton Beach in a unique concert with the endorsers at
which bloggers attended too.

24. Lipton #oVARApezi
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All summer long bloggers and VIPs spent one long weekend at the seaside, in the Lipton House and on the
Lipton Beach together with one of their readers and did activities which involved Lipton products.
More than 40 bloggers supported our campaign all summer long posting on #oVARApezi hashtag on Instagram
and Facebook. The hashtag became popular culture and was used all summer long in social media.

25. VIRALITY & BUZZ

26. BRAND AMBASSADORS

27. Positive brand awareness &
conversation

28. Emotional storytelling

29. Drive sales