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FleishmanHillard Fishburn

Core disciplines: Public relations (PR)

Young WEF

Providing a unique perspective on ideas for the future through capturing innocence, fun and delight in innovative thinking.

 

World Economic Forum, Davos: Where the global elite, wealthy and powerful convene to debate hot topics amongst a complex geopolitical climate. Despite the enormity and impact of the decisions made at this one-week event, we discovered the general public were rarely consulted, engaged or even aware of the real significance of the forum.

Philips wanted to bridge the divide and truly live up to the event theme of “Responsive and Responsible Leadership”.

 

Why?

While the event is a powerful tool for Philips’ reputation among the elite, there is a disconnect with the everyday consumer. Our campaign set to disrupt the traditional brand campaign model at WEF, broaden public interest, opinion and debate into the conversations that take place - reaching those who have a genuine interest in future generations, such as parents with school-aged children.

Using film, paid and earned media, we developed a suite of content assets to open the conversation about the future of healthcare, build reach during WEF, and give longevity to Philips messages. Across Twitter, Youtube, Instagram and Facebook, we put the future of healthcare back into the hands of those who need will need it most – our children.

 

The celebrated success of the campaign has led to the World Economic Forum sharing the Philips campaign as best practice to its partners adopting the principles of social inclusion into its core narrative for 2018.

There were approximately 2.6 million engagements throughout our owned channel WEF Davos campaigns.

Volume of Philips share of voice during Davos increased 37% from the previous year’s WEF.

The campaign went beyond social engagement, directly hitting the newsfeeds of event attendees, influencers and media. Philips set-up 96 bilateral meetings at WEF in 2017, up from 20 in the previous year.

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