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Amplifying marketing through PR
A game of Monopoly often triggers disappointment and arguments. An aspect which the ‘Tribute to the Hothead’ marketing campaign put forward as an advantage, rather than a handicap. With a smart PR strategy, Charly PR boosted the campaign’s credibility and reach through extensive media coverage. This combination of marketing and PR increased Monopoly sales by 35 per cent, with a SAN Award as the crowning achievement.
Read the full case below.
“Many thanks to KesselsKramer for the great creative marketing campaign and Charly PR for the strong PR strategy and execution.”
Floor Peters (Hasbro)
CHALLENGE
Finding the 'earned' relevance
The creative marketing campaign by Kessels Kramer for Monopoly evolved around the benefits of arguments and showing emotions – a signature feature of the iconic board game. As Hasbro’s PR Agency (Hasbro is the company behind brands like Monopoly, Play-Doh & My Little Pony) we were also brought on board. Our role: to amplify the campaign through the media.
STRATEGY
Adding figures and expertise
We immediately saw the earned potential, provided we could further enrich the story. So that’s what we did. First, we set up a survey among Benelux households about their Monopoly experiences. This provided newsworthy facts & figures which further support the story.
On top of that, we integrated advice from pedagogues on how to engage with your children during or after escalating Monopoly emotions. A strong press release and extensive lobbying within our media network did the rest.
IMPACT
44 articles and sales boost
Many renowned media in the Netherlands (AD, LINDA., Fabulous Mama, J/M Ouders, ...) and Belgium (De Morgen, HLN, Qmusic, VRT, ...) published the story, which drove a total of 44 earned articles and a potential reach of 66MM.
Together, marketing and PR boosted sales by 35 per cent (from August to October, compared to the same period of last year). Sometimes, 1 plus 1 really equals 3.
On top of that, the campaign won a prestigious SAN Accent Award.
Floor Peters, Brand Manager Monopoly Benelux: "No other game can frustrate and irritate you like Monopoly does. You could say that arguing is our biggest USP. By using that as a strength, the campaign became a roaring success and Monopoly gained huge visibility with our target audience across the Benelux. I want to thank KesselsKramer for the great creative marketing campaign, Charly PR for the strong PR strategy and execution, and EssenceMediacom for the perfect OOH and social media execution.”
Need an agency to develop a creative consumer campaign? Or looking for one that amplifies your current marketing campaign? Our Consumer PR team loves doing both.
