IT product company EMC wanted to gain brand exposure and reposition itself as an information company, rather than a storage company.
EMC asked AOR OutCast Communications to position it among the industry's leaders and to raise awareness about its services.
The team developed a global media outreach effort around an IDC study EMC commissioned called "The Expanding Digital Universe: A Forecast of Worldwide Information Growth Through 2010" that measures and forecasts the amount of information in the digital world.
"EMC wants to be known as the innovators for all things related to information," says Dave Donohue, director of media strategy at OutCast. The strategy was to focus on the report's startling figures instead of the company itself. "We wanted to generate an emotional connection with how this digital universe impacts society and business," says Dave Farmer, EMC's director of corporate PR.
The firm identified five publications to pre-brief and targeted more than 1,000 outlets on the report's release date. "This wasn't a question of if people were going to cover it - it was how to manage the coverage," says Donohue. The team tailored pitches to trade, consumer, business, broadcast, and radio outlets. Graphics, animation, and b-roll were generated that quantified the figures in the report with pop culture references. Outreach also targeted top blogs and podcasts with high-profile information creators.
"I think we blew the goals out of the water," Farmer says. In the first two weeks, coverage included 95 TV stations and 450 print outlets worldwide, and 422 US radio stations. Donohue says people now associate EMC with the information report, rather than only as a storage company. "People...who didn't have a reason to talk to EMC before, now have written... about EMC - the information company," he says.
OutCast Communications remains EMC's AOR.
PR team: EMC (Hopkinton, MA) and OutCast Communications (New York)
Campaign: The Expanding Digital Universe: A Forecast of Worldwide Information Growth Through 2010
Duration: January to March 2007