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360 buzz marketing operation agency

Leverage the virality of a meticulously orchestrated buzz marketing operation to propel the brand's notoriety to new heights, enhance the brand image, create a gap with competitors, and trigger maximum outcomes of all kinds, all benefiting every other marketing lever by significantly increasing brand recognition and thus improving advertising costs and overall performance.

The mission

Design and execute an unconventional, no-limit "buzz marketing" operation to pull off a viral publicity coup generating maximum impact according to your objectives (visibility, notoriety, sales, press coverage, loyalty, ...).

Objectives

  • Identify 10 to 30 concepts with high virality potential
  • Experiment with the concepts at small scale when possible
  • Identify the best communication relays for the operation
  • Secure all the possible risks of the outcomes (bad buzz, excess demand, ...)
  • Ensure the alignment of the operation with the brand's strategy and positioning
  • Ensure the outcomes of the operation are maximized

Key steps

  1. Benchmark
    • identify trends
    • operations run by similar brands
    • other inspirations
  2. Strategic framing
    • main objective and expected outcomes
    • distribution channels
    • format
    • positioning
    • message
    • call to action
    • release dates
    • budget
    • watchpoints
  3. Ideation
    • working session to identify 10 to 30 operation concepts matching the defined strategy
  4. Concept refinement
    • evaluation of each operation concept according to the estimated performance (virality, press coverage, brand image, achievement of the main objective)
  5. Experimentation of the 3 best concepts
    • try to experiment at small scale
    • in an ephemeral and minimal way with the 3 most promising concepts in order to keep only one
  6. Action plan
    • framing of the key milestones
    • identification of the steps
    • specification of the tasks
    • specification of the resources
    • identification of the watchpoints
    • validation of the schedule
    • consolidation of everything into an action plan communicated to all stakeholders
  7. Execution
    • production and delivery of the operation following the action plan end-to-end (aggregation of the resources, production of the content, stakeholder follow-up, "off" rehearsals, delivery, risk management, ...)
  8. Report
    • retrospective evaluation of the operation's performance
    • identification of complementary opportunities to maximize the results
  9. Renewal
    • review of the option to repeat the operation

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