The challenge

Artisjus is the Hungarian Authors’ Copyright Association. Its mission is to motivate the creation of music. People tend to associate their favourite songs with the singer or the performer however basically they have been created by songwriters and composers. To motivate the birth of new and powerful songs audience should recognize the role of songwriters and realise the value of their work.

The solution

The new project called #kösziadalt (#thanksforthesong) encouraged everybody to think of their favourite songs, to look after its composers and to give credit to the songwriters. On the 12th of October – the Day of Songwriters – every fan and performer could do so on their own Facebook and Instagram pages by using hashtag #kösziadalt. This project has been promoted through special video clips by famous Hungarian performers like Bori Péterfy, Gigi Radics, Freddie and the Margaret Island Band who thanked the songwriters for one of their hits. The campaign ran mainly on social media platforms like Facebook, YouTube and Google Display network. The core element of the communication was https://kosziadalt.hu/ microsite where Instagram posts with #kösziadalt hashtags were collected as well. Younger generation was addressed by YouTube vloggers and influencers. Music clubs in Budapest and other towns promoted the message of #kösziadalt campaign on their own social media sites and dedicated a party for the songwriters on 12th of October as the Day of Songwriters.

Results

The message of the campaign was delivered from a limited budget. Excluding media release of the PR work, the target audience could see the message 3 million times (reaches) on various platforms. These sites generated more than half a million interactions, like visiting the microsite, clicks on Google Display banners, video watches, or likes, shares and comments on Facebook posts by influencers. Meanwhile, the number of visitors increased dramatically on Artisjus Facebook page. Editorial content pieces covering the story (articles and interviews) worth 13.5 million HUF AVE (advertising equivalent value; appr. 43 500 EUR).

• The challenge: Due to the acute labour shortage, the Hungarian Association of Facility Management and Building Operation Service Providers (LEO) launched an educational and awareness campaign for students in vocational training.
• The solution: One of the elements of this complex, multiyear programme is a school contest in which teams of students have to present their plans and ideas about the professions they are training in and about their futures. We recruited experts from LEO partner companies to act as ambassadors to popularise the facility management industry among the students. We also performed media relations tasks in the programme.
• The result: Teams from around ten vocational schools participated in the first leg of the programme, in which our ambassadors met approximately 500 students in person.

• The challange: Artisjus’ mission is to motivate the creation of good music and broaden its availability for audiences. The Association emphasizes the role of songwriters and the value they create. Performers are more popular than songwriters; the average music lover often does not know who is ths creator of their favourite song. This is why the campaign raised attention to the value creation of songwriters.
• The solution: Songs have a huge emotional content. Still we often forget about their value. Our campaign’s main message was: songs have value. Since our main goal was to shed light on songwriters we chose song lyrics for our message conveyors. Our basic strategy was built on infotainment: popular figures told us about their favourite song lyrics, personal stories attached to it. The campaign’s means of communication included: public relations, research, online communication and content marketing elements.
• The results: We created 6 million+ media reach, and visitor number of Dalszerzo blog increased for months by 25-40%. Even more important results is that our campaign became a real movement: music clubs and festivals joined and shared our message – songs have value.

• The challenge: Worldcom’s EMEA region launched a campaign to boost the loyalty of young professionals and the involvement of prospective staff.
• The solution: The focal point of the programme is the training itself – it advances the professional growth of young staff and generates communication ammunition for Worldcom PR Group’s own PR activities. For five years, our vocational trainings were organised in Budapest under the name Youth Meeting, in cooperation with local universities. The communications accompanying the programme was based on the international research conducted in partnership with partner agencies regarding the main theme of the Youth Meeting.
• The results: Year after year, 20-25 young PR professionals were given the opportunity to participate in the Youth Meeting, while major European communication magazines published news about our research results.

• The challenge: Artisjus (Hungarian Association of music composers, songwriters, authors, writers, poets (their heirs) and music publishers) shifted to more open communications and re-positioned itself as a music industry expert.
• The solution: The Artisjus YouTube hit list was an important element of the re-positioning. This list was compiled quarterly based on data from the leading video streaming service provider (complemented with an analysis of Hungarian artists’ social media activity). It was published in the Dal+Szerző music magazine, while related news was handed out to culture (especially music) journalists and bloggers.
• The results: The message appeared quarter to quarter on dozens of relevant and influential media surfaces.

• The challenge: Reaching the youth target group that characteristically avoids traditional media and calling them to action regarding the ELLE Magazine fashion show.
• The solution: The real playground of fashion fans is Instagram. Through its fashion show campaign, ELLE addressed this audience on this platform, as well as on Facebook. By photographing the outfits they wore for the Elle Fashion Show and uploading the photos to Instagram with the #ellefashionshowsett hashtag, fans could participate in a contest, as the public voted on the top ten outfits, with the contest jury (the Editor-in-Chief and Fashion Editor of Elle and Zippy) picking the winners from among these.

• The challenge: The work of physiotherapists requires them to draw a lot for their patients on a daily basis.
• The solution: We created a password-protected website accessible to all members of the Association of Hungarian Physiotherapists (MGYFT) to make their daily work more efficient and effective. Users can compile custom sets of exercises, then save and print the sets or even e-mail them to patients. The site is extensible.
• The results: Website traffic has been growing from month to month. The number of page views was 14,000 between March and November 2016.

• The challenge: Introducing the benefits (such as foreign language channels and UHD programmes) of the little-known satellite service provider to young people.
• The solution: A collaboration with the popular French Institute in their summertime French Rooftop Cinema project, with the goal of raising awareness of Astra channels among language learners. Communication materials were used to promote the service provider at the venue, and the Astra Ultra HD broadcast promotional video was screened before each French film.
• The results: Appearances in Funzine programme magazine and online, an outreach to thousands of people at the event and in social media.

• The challenge: Since a significant part of the Hungarian IT market is concentrated in Budapest, other regions of the country lose out on important economic and labour market growth opportunities. Virgo’s office in Balatonfüred wishes to remedy this situation.
• The solution: A collaboration with Veszprém University, where Virgo shares its IT market expertise and experience with developers of the future through courses and conferences. In addition to this, the company places special emphasis on the recruitment message: that by creating work opportunities it offers a solution to developers residing in the Balaton region who wish to work from their home area.
• The results: A two-page article in the August 2016 issue of Forbes about the regional role of the Balatonfüred office, an interview with the head of the mentioned office in the Vállalat + Vezető business column of hvg.hu (Hungarian economic news portal). Posts relevant to the Balatonfüred office appear with the #virgofured hashtag on the company’s Facebook page, which allows them to be traced back (14,800 views between April-October 2016 – data from 15 November 2016).

• The challenge: Unilever aims to motivate customers to live sustainably. This, however, requires a complete attitude shift fuelled by powerful motivators that yield (mostly immediate) results.
• The solution: The Unilever Sustainable Living Research programme followed the consumption habits and lifestyles of eight Hungarian families for a month. Participants were given advice weekly, and they provided continuous feedback regarding the benefits and practicability of this advice via a dedicated blog. Unilever summed up these tips and tricks in an informational booklet. The survey provided a glimpse into Hungarian families’ top practices for avoiding wasteful consumption and the ideal motivators for lifestyle changes.
• The results: The results were presented to media representatives through a press breakfast. The press release about the survey results was published by MTI, the Hungarian news agency, as well as several financial and lifestyle sites and blogs.