APACOM
Case study: Branding & communication strategy for APACOM by Phoenix Lotus Valley
Skills
Branding
Content type
Industry
Communication
Date
February 2020
A 360° campaign: economic recovery through communication
The brief
The association of communication professionals of the Aquitaine region launched a large-scale campaign to promote communication tools as a lever for economic recovery after the COVID-19 crisis
Economic recovery through communication: a 360° campaign for APACOM
The main objective was to encourage companies to spend on communication services to speed up economic growth. The challenge was twofold: find ways to help companies and decision-makers with limited means communicate effectively, and encourage those who could to keep investing in communication.
Faced with a new lockdown and the cancellation of every physical event, the campaign had to adapt and go 100% digital. The slogan "Activité en difficulté ? Fais rugir ta boite ! 100% des entreprises qui ont survécu à la crise ont communiqué." (Business struggling? Make your company roar! 100% of the companies that survived the crisis communicated.) was created as a call to action.
Rising to the digital challenge: a successful switch to a 100% online campaign
The communication strategy was built around the targets and the companies' decision-makers. It included media buying in local outlets, sponsored and targeted posts on LinkedIn, local and national press relations, social media distribution (Facebook, Instagram, Twitter, LinkedIn), a post on the association's website, and a press conference held as a webinar.
Key performance indicators (KPIs) were closely tracked, especially on Facebook and LinkedIn. The campaign generated significant media coverage, with a notable number of articles and outlets. The ads also reached a wide audience, with a dedicated budget to maximize reach.
