The best Canela PR campaigns in 2019
In 2019, we have achieved different awards and recognitions for our work as a communications agency and for the creativity of our campaigns. Although it is difficult to choose as all implied a lot of effort and imagination from our side, here is our selection of the four best campaigns we managed last year.
Glassdoor launch in Spain
Glassdoor is a site famous for its rankings and reports on the reputation of companies, but as a job portal it is not very well-known. On the occasion of its launch in Spain, we wanted to introduce general, business and HR media with this aspect of Glassdoor’s activity and to generate top-of-mind awareness among key journalists when preparing content related employment topics.
For that reason, we organised a media tour with the company’s General Director for EMEA region, John Lamphiere, with whom we visited four key media outlets just before the launch of Glassdoor in Spain. On the same day of the launch, we shared a Glassdoor’s report on the Spanish people’s labor expectations and the importance a work environment has. Additionally, to keep generating quality media coverage, in the following weeks we adapted for the Spanish market other reports that analyse, among other aspects, job opportunities in Spain in sectors such as IT.
During the first week after the launch, visits to the Glassdoor.es website increased by 35%, with 72% more users and 281% more content and reviews uploaded to the platform. In addition, we achieved more than 35 pieces of coverage in prominent media such as El Confidencial, El Economista, El Periódico, Telemadrid, Emprendedores and Business Insider.
Presentation of Adyen’s Retail Report 2019
Although Adyen is not a very well-known company among general public, it plays a fundamental role in e-commerce. Throughout its comprehensive payment platform, it allows to manage online purchases, mobile and in-store payments in a unified and secure way.
For the presentation of the Report on Retail by Adyen 2019, which analyses transactions made by retailers who use its platform, we crafted a communications campaign to increase Adyen’s visibility among Spanish companies and users.
We opted to launch this report just before Black Friday, a period of year when media interest is triggered by everything related to online shopping. As the report contains a lot of newsworthy information, we divided the presentation of the results into two events (October and November) in order to maximize coverage before the Christmas campaign.
For both events we chose two attractive locations (Perrachica, a popular restaurant in Madrid and the wine shop of the recently opened South African restaurant Aarde) and we invited selected journalists from general, IT and e-commerce/retail press. It all resulted in more than 50 pieces of coverage in media such as ABC, Voz Pópuli, Emprendedores or E-Commerce News, which helped to boost Adyen’s brand awareness in key moment to get new customers.
Showcooking and photography masterclass with Sony
Our client Sony wanted to present its new portable speakers SRS-XB32 to the Millennial public through a campaign aimed at influencers and youtubers. However, from our experience we know that they do not usually attend product presentations, so from Canela PR we proposed a different approach. We invited five selected influencers and youtubers to an original event that combined showcooking and a photography masterclass.
In the first part of the event, attendees were divided in teams to prepare a dish with the help of the chefs from Eton Mess, the culinary school where the event took place. The session was enlivened by Sony SRS-XB32 speakers, in which each participant could play their favorite music. In the second part, attendees had to take photos of the dishes they prepared with Sony cameras. For this they were provided with professional tips by Pablo Gil, Sony’s brand ambassador specialized in gastronomic and advertising photography.
This action generated more than 70 publications in social media reaching 3.2 million users and managed to attract influencers and youtubers who had never attended a conventional product presentation. Thanks to them, we were able to reach Millennials keen on music and photography, but who don´t tend to read specialized magazines. It also generated a relaxed atmosphere that helped to bring the Sony brand closer to these opinion leaders in a more natural way, leaving the door open for future collaborations.