Category Archives: Case Study

Edge Investment Management

EDGE INVESTMENT MANAGEMENT

EDGE

The Challenge

Fund managers control billions of pounds for UK investors but with so much choice on offer how to position Edge Investment Management as the go-to specialist fund manager for the creative sector?

The Strategy

With a highly experienced team behind the organisation, Gong’s approach was to focus on depth of expertise, specifically that of founder and CEO David Glick, and to create a tailor-made media programme whereby Gong wrote and placed a series of op-eds in key publications aimed at retail investors. The programme was painstakingly designed for maximum exposure requiring minimum input from a time constrained CEO.

The Outcome

Opinion pieces appeared in the Daily Mail, Investment Advisor, Money Observer and the Huffington Post. The latter op-ed secured over 73,000 impressions and was re-tweeted by the CBI, a target influencer for Edge, to all its members. Thus reinforcing the positioning of Edge as the obvious and respected choice when it comes to investing in creative industries.

True Office

BUILDING VALUE FOR ENTREPRENEURS

TRUE OFFICE

The Challenge

Gong was appointed to launch True Office in the UK and the US after the successful exit of the founder’s previous company, Fifty Lessons, another Gong client. Gong was tasked with building True Office’s profile and illustrating the relevance of its innovative game style training to financial services.

The Strategy

Gong focused on linking True Office’s compliance training proposition to the news agenda leveraging its participation in the FinTech Innovation Lab. This strategy evolved to include an invitation to build and host a bespoke mini game on the FT’s Alphaville website.

The Outcome

Gong achieved international media coverage in the Fortune 500 issue, Forbes, Sunday Times, Reuters and American Banker, while the FT’s Alphaville blog generated 400 new business enquiries from its target audience and created a storm of Twitter discussion. True Office was bought by the NYSE in 2014.

 

Homestrings

LAUNCH OF A DISRUPTIVE INVESTMENT PLATFORM

HOMESTRINGS

The Challenge

Gong launched disruptive investment portal, Homestrings.com, aimed at HNW diaspora wanting to invest in their own communities. Following a successful launch, Gong was retained and tasked with attracting a larger relevant audience to the platform to expand its investment base.

The Strategy

Gong positioned Homestrings as a reliable conduit through which HNW diaspora could access profitable and impactful investment opportunities. This was done through conversation stimulating content marketing, tight and targeted media relations and a social media campaign designed to convene an online community of potential investors.

The Outcome

Stronger brand awareness for Homestrings.com via positive exposure in the relevant English and French business press (e.g. FT, BBC Afrique, BBC Radio4 In Business, IHT, WSJ, Reuters, Money Observer and CNBC) was the result of Gong’s PR efforts. Homestrings’ Twitter followers have grown to nearly 3000; Facebook likes to over 400 and it now has an active and engaged LinkedIn community.

 

Heidrick and Struggles

BRAND POSITIONING AND BOOK LAUNCH

HEIDRICK AND STRUGGLES

The Challenge

Heidrick & Struggles, one of the world’s leading executive search firms, asked Gong to create a campaign to reposition and reinvigorate the CEO & Board Practice in the UK under its new leader in order to support the development of more board-level search work.

The Strategy

Gong helped devise and refine a plan to interview FTSE 100 CEOs by teaming up the practice leader with city journalist, Andrew Cave. Their fascinating interviews yielded material that was good enough to be published as a book. Gong ran the process to find the right publisher and the resulting book, Secrets of CEOs was trailed in the Telegraph pre-launch over a week.

The Outcome

Gong secured worldwide coverage for the book’s publication in the top broadcast and print media. The book topped Amazon UK’s Business and Finance list in its first week of publication and its author, who had engaged over 70 FTSE 100 CEOs in one-to-ones, was invited to present at a host of business events. The Board Practice won half a million pounds of new business as a direct result. This campaign was a finalist in the best B2B section of the PR Week awards and led to Gong being asked to launch Heidrick & Struggles’ new global alternative energy practice.

 

Ecuador’s Tourist Board

MEDIA RELATIONS AND BRAND BUILDING

ECUADOR’S TOURIST BOARD

The Challenge

The Ecuadorian Ministry of Tourism retained Gong to support the country in attracting more 30-50 year-old tourists from the UK through its Feel Again Project. The global project brought together national artists who developed a work of art designed to highlight the appeal and raise the profile of Ecuador as a tourist destination. Gong was tasked with maximizing UK media engagement and coverage around the project.

The Strategy

To ensure impactful positioning we recommended a multi-tiered approach involving carefully targeted social and print media. Attracting media attention through clever writing, Ecuadorian chocolate and teasing the hashtag #allyouneedisEcuador, we then engaged key lifestyle bloggers and vloggers aimed at the correct demographic to support the campaign. We strategically placed commentary and editorial pieces from the artists along with stunning images to selected media whilst running a Stylist online competition with a trip to Ecuador as the prize. Gong also hosted a press breakfast at an authentic Ecuadorian restaurant in London to launch the project website.

The Outcome

During the short campaign period, Gong successfully supported the Ministry of Tourism in its objective to profile Ecuador as the tourist destination of choice for 30-50 year olds (tourism data yet to be released). The holiday competition and the press coverage reached approximately 19 million people.

ECP

REPUTATION BUILDING FOR AN INDUSTRY PIONEER

EMERGING CAPITAL PARTNERS

Some examples of our work with ECP:

ECP invests in Nairobi Java House

When ECP took a stake in Kenya’s leading café and casual dining company, Nairobi Java House (NJH),  Gong provided communications support at national and international level.

In Nairobi, we helped the ECP team on the ground to manage how the story played out in the local press by working closely with NJH’s CEO, Kevin Ashley. In anticipation of the news breaking, we advised on the internal messaging for the wider NJH team in Nairobi. In tandem, we worked with the international business and private equity press to tell the story of this exciting deal resulting in ongoing print and broadcast coverage.

Work hasn’t stopped there: Since the deal was announced, we have helped craft award entries resulting in ECP being named Africa Investor’s ‘Private Equity Deal of the Year’ winner at its annual awards.

 

International press coverage for ECP portfolio company

When Wananchi Group, one of Emerging Capital Partners’ portfolio companies, successfully closed an investment round, Gong promoted the news in the global business press.

Working closely with the Wananchi team we drafted a comprehensive press release and messaging after liaising with a number of stakeholders and investors. To ensure that coverage in the East African media and telecoms market was as objective and informed as possible, we interviewed the company’s CEO and wrote the story in a way that appealed to a global audience. This was pitched to international business journalists with the aim that the messaging would filter through to positively influence the tone of the local African media coverage.

We succeeded in gaining widespread coverage for Wananchi’s story. The BBC featured Wananch whilst further print coverage appeared in the Financial Times, Reuters Africa, Bloomberg, Dow Jones and a number of other top tier international publications. Coupled with the local African coverage that contained favourable messages, we contributed in creating a strong pipeline for further global investment.

 

 

Lloyd’s Dive In Festival

EVENT AND CHANGE MANAGEMENT

LLOYD’S OF LONDON

The Challenge

Inclusion@Lloyd’s is a group of 15 leaders from around the Lloyd’s insurance market who were brought together by its CEO, Inga Beale, to champion and steer diversity and inclusion best practice for an industry that must attract and retain the best talent in the face of complex global challenges. Inclusion@Lloyd’s challenged Gong to develop a brand platform to bring diversity and inclusion alive in the Lloyd’s market in an inspirational and engaging way that people would be motivated by, primarily for the business case to practice better diversity and inclusion in their companies. The result was Dive In – what began as an initiative of Lloyd’s in just one country in 2015 has become a global initiative across the entire insurance sector, attracting support from firms in financial services, recruitment and law.

The Strategy

Gong developed the brand concept for Dive In, and ran logistics and communications for each festival in a composite multi-stakeholder environment with a global reach of 1.8million.

This involved developing the website and app on both Apple and Android, curating marketing collateral including a 40-page festival programme, sponsorship offerings, organising a wealth of video and photography capture, running the press office and creating buzz through launch events, branded coffee cart, street facing branding of the iconic Lloyd’s building, stakeholder communications in each of the 17 countries, and running global steering committee meetings from London.

The Outcome

Described as a ‘brave and bold event’ by Marketing Week, the success of Dive In has been widely recognised by awards in the insurance sector, marketing and PR experts and employers’ networks. These include: PRCA Employee Engagement Award; Insurance Marketing and PR Awards Event of the Year; Corp Comms Magazine Best Live Event; Insurance Day Diversity & Talent Management Initiative of the Year and Marketing Week and The British Insurance Awards Diversity Champion. The festival’s immediate results in reaching its goals was shored up by quantitative research revealing that 99% of the 7,000+ attendees agreed diversity and inclusion was good for business and 92% said their understanding of the issues had changed as a result of the festival. Gong secured positive and extensive media coverage across the globe, reaching stakeholders throughout the insurance sector and beyond. Dive In 2017 had a footprint across six continents with over 80 events in 32 cities.

Economist Events

EXTENDING THE REACH OF BUSINESS EVENTS

ECONOMIST EVENTS

The Challenge

The Economist sought increased interest and online conversation for its highest profile conferences to provide additional value to sponsors and business leaders speaking at the events. Gong was tasked with reinforcing the high calibre brand of Economist Conferences capable of attracting the highest level speakers, delegates and sponsors; increasing media interest and to create an online buzz on the issues raised at these conferences.

The Strategy

Gong initially supported The Economist’s marketing teams with social media strategy and implementation. This has expanded over five years into providing media relations and social media support for specific high profile conferences, 22 so far, covering retail banking, energy, natural resources, human capital, emerging markets and innovation. We have recommended promoting the use of blogs, online opinion pieces, Twitter and LinkedIn by speakers and delegates at these events to complement a broadcast media strategy. To kick-start online conversations, we created many of the talking point opportunities ahead of time and matched these to the appropriate audiences.

The Outcome

We have secured opportunities on media such as Reuters and CNN for guest speakers to contribute guest blogs; targeted the most relevant and popular specialist LinkedIn groups; seen a 400% rise in Twitter followers in the three week run up to certain events and developed comments for spokespeople to post to generate discussions around the conferences.

Garden City

INTEGRATED COMMS AND CREATIVE

GARDEN CITY

The Challenge

Garden City, an expansive real estate complex in the Kenyan capital Nairobi, comprises East Africa’s largest retail mall, residential and office space, a hotel and grounds. The complexity of the project meant that a varied and extensive mix of contractors was involved from the very start. The Garden City team sought a one stop shop for all their marketing and communications needs to support the property sales teams; position the mall to attract high footfall and manage all aspects of the launch.

The Strategy

With a London and Nairobi team of PR specialists and in-house creatives, Gong was a good match for Garden City’s extensive marcomms needs. We advised on the necessity for a strong brand right from the outset and the initial part of the brief focused on strengthening the visuals and strap lines, a new website design and setting up social media channels and a digital newsletter to win local buy-in to the project. We event managed the launch, ran the Garden City press office, and handled crisis communications.

The Outcome

Gong won the Best Brand launch award 2016 from The Asian Weekly for its successful management of the opening of Garden City in September 2015 organising all aspects of the launch including media relations. Gong Creative designed billboards were erected well in advance, adverts placed and marketing materials redeveloped and distributed. In just one week we secured 20+ articles in targeted media.

 

Olam International

BUILDING INTERNATIONAL REPUTATIONS

OLAM INTERNATIONAL

Some examples of our work with one of the world’s leading agri-businesses.

Showcasing global breadth

Gong was tasked with raising the profile of Olam’s global presence through the launch of new state-of-the-art processing facilities in West Africa.

Our role was to help bring Olam’s African-centric stories to the attention of the international press. We helped introduce a new corporate theme across the organisation’s PR activities, and ensured the message was consistent across all platforms by working closely with local agencies. In addition, we pitched interviews with Olam’s CEO, Sunny Verghese, to leading Africa-focused publications.

Forbes Africa and The African Report carried out in-depth interviews with Verghese which were followed by editorial pieces. The prestigious launch, which demonstrated Olam’s commitment to Africa while reinforcing its international leadership in agri-business, was inaugurated by the Presidents of Cote d’Ivoire and Ghana.

Convening thought leaders: A Portfolio of Perspectives

To celebrate Olam’s 25th year, Gong developed a ‘Portfolio of Perspectives’, an anthology of short essays from business leaders and other visionary thinkers on transcending boundaries (the meaning of Olam) on the macro issues linked to global food security.

The 2015 series featured contributions on topics such as what it takes to be a 21st century commodity trader by WWF’s Jason Clay, why investor Jim Rogers believes the farmers of the future will be driving Lamborghinis, and the role of national trade policies in ensuring food security by author Paul McMahon.

The Portfolio of Perspectives was run as a mini-series on global development and sustainability platform Business Fights Poverty, featured in a contributed article on the Guardian Sustainable Business network and in Singapore business media The Business Times and Straits Times, with Twitter activity spiking around the publication of eachpiece.

Featuring contributions from recognised global leaderssuch as Paul Polman, CEO of Unilever, this portfolio showcases Olam as a convener of debate and catalyst for change on global issues ranging from food and water security to inclusive development and sustainable growth, celebrating the spirit of collaboration that has been a hallmark of Olam’s success to date.

Communicating insightful research

Olam commissioned research looking at the social impacts of female employment among the women working in its processing plants in emerging markets in support of International Women’s Day.

Gong helped to design the survey that was conducted among 6000 women from rural communities. Results from Côte d’Ivoire, India,Mozambique, Nigeria, Tanzania and Vietnam were analysed and a set of insights were developed to identify the personal and social benefits of employment beyond the obvious financial reasons.

The results, underlining the significance of confidence and choices among women, and why businesses growing in emerging markets should recognise the value of empowering female workers, were communicated through a global news announcement supported by broadcast interviews and opinion editorial. News and feature coverage was secured in BBC’s Africa Business Report and Voice of America’s Africa News Tonight as well as featuring on the IWD blog site. Tailored material was also created for local outreach in thecountries where the survey was conducted and the initiative fed into an internal communications campaign as well as providing content for social media activity.