RB: Startup grind
Consumer healthcare giant, RB, was on the hunt for SMEs and innovators to partner with on the next generation of consumer health solutions. However, with corporate competition for this cohort strong, RB needed to position itself as a partner of choice on a highly visible platform.
We developed a highly integrated communications campaign with a global event as its climax. Working closely with RB’s Health Innovation team, we devised the RB Health Innovation Hack, a 24-hour event, where members of RB’s R&D and marketing teams partnered with some of the world’s most forward-thinking health start-ups to ideate solutions to a health challenge. Solutions were then presented live on stage at Startup Grind Global, a San Francisco-based conference attracting over 10,000 people.
To maximise RB’s presence at the event, we developed a phased communications approach including: a pre-event news release, thought leadership content placed in media and hosted on Startup Grind’s Medium channel, and a mixture of paid and organic social media amplification on RB’s social channels. We gave the event further longevity by producing a two-minute wrap-up video to share across platforms and internally.
RB’s presence at the event placed it alongside some of the big brands most revered by the start-up community, including Google and Oracle. The integrated communications campaign delivered 12 pieces of coverage for RB in target businesses publications including Forbes and City A.M. The Medium posts generated more than 624 views and paid social media activity around the event generated an average engagement rate of 2%. As a result, we drove 467 prospective partners to visit RB’s ‘Submit an Idea’ page.