Zero Budget Public Relation and Advertising
- ATL, News, Documentaries, Exclusives, Features, Press Release
HelpUsGreen
The Challenge:
Being a social enterprise at the initial phase of launching its brand, the challenges were far too steep:
1. Building a zero-budget marketing strategy
2. Facilitating a big scale launch across digital media
3. Conveying the brand story to potential new customers
4. Gaining ads and features in consumer central e-commerce platforms apart from news and business news
5. Substituting advertisement with PR
The Work:
With a beautiful story of social and environmental impact, the best possible solution was discovered to win awards that would help us generate a story and buzz around the brand. Work included:
1. Gaining PR by winning awards at Fast Company, UN, UNFCC, Goalkeepers etc.
2. Relationship marketing by providing high quality exclusive content
3. Negotiating features and ad spaces with e-commerce websites on a daily basis
The Outcome:
The launch strategy revolved around CNBC doing a short video and promoting it with the help of Shereen Bhan. The video got over a million views within the first week.
Further, between 24-26th of September, we were awarded a hattrick of awards in the United States including United Nations Young Leaders Award, UNFCCC Momentum for Change award, and Goalkeepers award.
This burst of media buzz was quickly followed up with the core video by OurBetterWorld from Singapore, which highlighted the key aspects of Phool's emotional quotient, ie, empowering women to becoming heroes.
Within the next months we were able to also work with various other strategic alliances. Here are a few examples:
a) Amazon Stories: A beautiful story of an unique startup selling on Amazon.
b) United Nations Environment: A story of a startup that inspires through an idea which helps transform lives.
c) Scroll.in: A documentary published on Hotstar providing an in depth look in to the operations and impact of HelpUsGreen.
