Creative brand communication
Essencius is a PR and Communications agency specialized in delivering integrated marketing communications. We offer services in three areas: Brand Activation, Social & Digital, and Public Relations. We bring your brand closer to the hearts of consumers and significantly closer to sales. Brand activation, concept development and the use of social media and digital channels are our darlings. We are experienced advisers and handle both your brand and your company’s reputation in crisis situations and in times of upturn where consumers and retail partners stand in line for your goods and services.
2020 left deep marks in all of us – for better or worse. The purpose of the Open To Better campaign was to share personal experiences from the corona lockdown, learn from each other, and inspire positive change – to be #OpenToBetter. It was the first campaign from Coca-Cola in eight months and our recommendation was to kick it off on the first day of 2021! #OpenToBetter. New cans, with positive quotes on the packaging, had been produced, and Coca-Cola wanted to do this using a large-scale influencer and PR campaigns in Denmark. We were ready!
Personal stories from 45 influencers, a nationwide analysis that revealed the Danes’ most popular corona-resolutions, and a campaign site where you could find insights and inspiration from an expert to help you envision your goals and dreams. These where the three focal points of the campaign – apart of course from the new cans with quotes from Danes. The first ever. We prepared a PR strategy, focusing on creating publicity in both national, regional, local, lifestyle media and trade media. To create a strong PR hook, we conducted a YouGov analysis revealing what the Danes wanted to change in their lives and what key learnings to carry forwards after a year challenged by corona. The most popular “corona-resolutions” from the analysis were featured on the cans to inspire Danes to do remember the positive learnings and be #Open To Better. By using regional data, we were able to see which corona-resolutions were most popular in the individual regions, and in this way, we could target our PR efforts regionally and locally. We carefully selected 45 micro and macro-influencers who shared their personal stories and experiences from the time of the corona lockdown. , They did that on the first day of the year. We tapped right into a day when most people look back at the year that has passed and set a new direction for the new year. The influencers wrote their personal corona-resolutions directly ion the blanck box on the can, engaging their followers to share their own experiences and “corona-resolutions”, using the campaign hashtag. On the campaignsite you could find insights and inspiration from a psychologist to help you set and achieve your goals and dreams in 2021. Influencers shared their personal tips and stories and, created vision boards for 2021.
We created a campaign with great engagement among influencers and managed to create a large reach geographically and demographically. On the influencer part, we secured a total accumulated gross reach of+7 million. 86 % of all influencers’ post had a higher reach than their usual average and 6,77 in engagement rate. In the Danish media, we had 49 mentions, and we secured an ROI factor of +7. 100% of the reviews mentioned the analysis and 86 % of the mentions carried product images. We provided broad media coverage in national newspapers, trade media and lifestyle media. But also, in regional and local media, where we could reveal that the region’s most popular “corona-resolution” was on Coca-Cola cans and bottles, quoting local influencers who were a part of the campaign.
Tourism represents approximately 35% of Iceland’s foreign exchange earnings, and 15% of all jobs in the country are directly related to tourism. Therefore, it was crucial for Iceland to start their tourism up quickly but also safely and responsibly after the Corona-closure of the country in March, April, May and until mid-June of 2020. A global campaign was to be set up to inspire everyone to visit Iceland. It emphasized the nature Iceland is known for and highlighted the very low risk of infection Iceland had at that point.
An analysis showed that 40% of Danes would have liked to travel abroad in 2020. But only 10% of Americans, 17% of Brits and 23% of Germans had the same thoughts. One in three was mentally affected and one in four felt stressed by the shutdowns. Frustrations were building up. Therefore, the campaign was made to be inspiring for the frustrated, for those who wanted to travel and for the majority who were unsure or wanted to wait. But how? Aaaaargh! Homework, home training, cancelled vacations and concerts and so on. Covid19 made people want to scream – loud! And according to a phycologist, screaming is actually a great way to get frustrations out. The campaign was named ‘Let it Out’. Here, Iceland offered its beautiful nature as an outlet for people’s frustrations. On the campaign site lookslikeyouneediceland.com, everyone could record a scream of frustrations and play it over the lava fields at Festarfjall, the fjords at Djúpivogur or the roaring Skógarfoss in Iceland. And of course, you could see and hear both your own and others’ screams’ live. This way, Iceland inspired many to either virtually or in real life, experience the places where their screams were played. At the same time, Iceland received a lot of awareness about their very successful handling of Covid19 and low infection rates. We asked the influencers, Simone Tajmer, Nadia Nadim, Silas Holst and Oh Land to scream out their Corona frustrations and tell their followers about their personal frustrations.
With our well-known Danish influencers, PR and the online engagement, the campaign was a success. It received a total potential reach of more than five million readers and viewers and a wonderful feature in the Evening Show, where the host and guests tried the redemptive forces of screaming, talked to a psychologist about screaming and Nadia Nadim about her habits of screaming out her frustrations. EB and ChriChri found good unique angles and gave their readers a direct access to the campaign site. On SoMe, the engagement rate was good and the followers became part of the campaign. Also, both lifestyle, daily and travel media welcomed the campaign and quoted key spokespersons in 91% of all the publicity.
In March and April 2020 the Covid19-pandemic really impacted the every day life of all Danes. The freedom to gather and to see people was very limited, shopping malls where closed and so forth. Exactly at that time global berry brand Driscoll’s launched a new and more sustainable packaging with 94% less plastic. Something they of course wanted media and influencers to notice. However it was a very special period in time and we and Driscoll´s had to pay close attention to this new change of everyday life and all the issues that followed from the pandemic. Our task was to position global brand Driscoll’s and show local engagement while paying attention to the pandemic.
For this particular situation and time we chose to focus more on the situation of consumers than on the new packaging. A common denominator for people in this period was cancellations. Cancellations galore. Of baptisms, confirmations, birthdays and weddings. Clearly a source of sorrow and irritation for many Danes who looked forward to good times with friends and family. To help off set a little of that we established a cooperation with three influencers from three different parts of Denmark. Jon Daniel Edlund, Grødgrisen and Frederikke Wæhrens. Driscoll´s and the influencers asked Danes to tell why they needed as Sweet tribute, a little light in dark. Or tell who they wanted to joy or comfort with a berrylicious surprice. Amongst all who told their story six would have a berry treat in form of a cake or a brunch created by the clever influencers.
Hundreds of Danes reacted and engaged and told each their personal story about how Covid19 had stopped celebrations and good times with friends and family. Many wanted to send a sweet tribute to couples who has to postpone their wedding, others wanted to comfort teenagers who had their confirmation celebrations moved months ahead and yet others wanted to put a little sweet patch onto the disappointment of a cancelled reunion. It turned out as a lovely, heart-warm and very local activation of a global brand. And yes – the sustainable packaging was shown too.
Speed, brainpower, approvals and copy rights where the most acute challenges facing CoRESCUE in their attemt to develop an emergency ventilator for the COVID-19 pandemic. A ventilator that could be produced fast and at a low cost. Due to the COVID-19 pandemic global healthcare is challenged. Lack of face masks, tests and virus killing sanitizers as well as lack of life saving ventilators is causing immense problems. Even though commercial producers of ventilators have increased their production capacity with 50-100 % it is not enough. Without ventilators patients may die.
A team of researchers headed by Professor Stephen Rees from the AAU rcare group spend nigth, days and weekends in building, calculating, calibrating and testing a ventilator for use during the COVID-19 pandemic. And they managed to create an Open Source ventilator within fourteen days! Simultaneously Inventors Way provided expertise in aspects of regulatory control and submission for review to the Danish Medicines Agency and we worked on name, identity, design, copy and website development along with organic SEO-optimization.
To increase potential usage and life saving effects of the AAU Pandemic Ventilator we created a name with meaning and a logo with clear storytelling. The name includes both a reference to Co2 and a reference to rescuing. The logo is simple yet distinct and offers the reader immediate guidance to the subject of the matter. The identity has a clear and stringent colour palette referencing both solidity, trustworthiness and hope or even love for life. The icons are kept simple and universal to easy decoding. The copy and design matches to underscore, that while the AAU Pandemic Ventilator is based on the finest and most accurate science, the project is also compassionate and bears a wish to help medical staff and patients globally. We are proud to present CoRescue.org.
Singapore Airlines wanted a public relations agency to strengthen their brand and position as the world’s best airline – and at the same time make the airline the preferred choice for flights to Southeast Asia, Australia and New Zealand. Singapore Airlines was looking for a Nordic agency specializing in day-to-day press handling.
Singapore Airlines chose to work with Essencius due to our many years of experience with the aviation and travel industry, our large journalistic network as well as our skills in press management, proactive PR work, issues management and events in both Denmark, Norway and Sweden. During our partnership, we developed a public relations strategy that ensures constant positive publicity with the airline’s USPs in national and regional / local media as well as business, aviation, lifestyle and travel media. We are constantly looking for possible communication opportunities in the market, as well as monitoring the media image for potential issues to be ready to utilize our crisis management strategy.
We have secured and expanded Singapore Airlines’ position as the world’s best airline through our earned media efforts in an industry with tougher competitive conditions than ever before. During the first year of the collaboration, our public relations efforts resulted in an increase of publications from 26 to 329. In the following years it increased by another 30-40% per year. While Essencius has been the agency of Singapore Airlines, the airline has experienced significant growth in the Nordic region. A completely new route has been opened from Singapore to the Nordic countries, and 40 % increase has been on travelers travelling from Copenhagen to Singapore.
“We want to connect better with young people and give them an idea of what they can experience if they win the EuroJackpot. We want to reach the target group effectively and we want to strengthen our branding universe of ‘dreaming big’. This was the challenge Danske Spil presented to us.
We identified a compelling story, when we studied what young Danes dream of. On that basis, we created a concept that brings young people as close to their dreams as possible – or even gave them the chance to enter their dreams. On top of the the list of dreams was an uninhabited island in the Caribbean and a private jet tour to the Wonders of the World. We made these journeys ‘come true’ with Augmented Reality technology. In a few seconds, the user was teleported to the dream destination – without having to download any special apps. Only their smartphone and a Snapchat profile were needed, and they were on their way!
We created content for both Facebook, Instagram and Snapchat, which generated curiosity and engagement.
To provide a strong PR hook, we dived into the true meaning of dreams – in collaboration with a psychologist. In the PR work, both the mental significance of dreams and the Augmented Reality were used to get journalists and readers on the hook.
More than 85,000 young Danes got a taste of life as a EuroJackpot winner. The content on social media created curiosity, involvement and drove traffic to EuroJackpot’s Augmented Reality portals. The price per click on the dream portals was 50 % lower than what Danske Spil usually pays – due to the massive interest. The users of EuroJackpot’s Augmented Reality portals spent more than 244 hours with the Eurojackpot brand. The media also welcomed our PR stories about dreams, which reached more than 2.7 million potential viewers and readers.
"They are thorough and knowledgeable about the current market situation within their PR work."
Essencius A/S provides PR services to a global appliance company, helping to execute campaigns in the Danish market. The team creates press releases and blog posts. They also support influencer marketing.
"They are thorough and knowledgeable about the current market situation within their PR work."
Mar 2, 2021
The client is pleased with their long-term partnership with Essencius A/S. They are reliable and responsive yet not constrained by corporate rigidity, resulting in a smooth and prompt workflow. The team, composed of experts in a variety of specialties, delivers helpful advice and high-quality work.
A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.
Introduce your business and what you do there.
We are a local division for the Danish market within a global company. I’m the market activation lead.
What challenge were you trying to address with Essencius A/S?
We were looking for a PR partner to help us with all of our media and PR work, so we hired Essencius A/S.
What was the scope of their involvement?
Essencius A/S provides us with ideas on how to best market to the Danish region based on concepts from a Nordic brief. They also help in communications, influencer marketing, and other PR-related issues. They create materials like press releases and blog posts. The team provides help with some translations as well.
For bigger campaigns, we have a brief meeting with our Nordic market cluster. We do a Nordic brief toward the local PR agencies. Essencius A/S then takes the lead role in doing a local take on this campaign material. From that point on, we work the campaign material on a local level.
What is the team composition?
Our main contact is Maria (Partner). I know there’s a team behind her, so there are three people that are more or less our contact persons. The whole team from Essencius A/S pitches in when a task needs specialties, like graphic work or photoshoots.
How did you come to work with Essencius A/S?
Our company began working with Essencius A/S before I joined.
What is the status of this engagement?
I believe my company started working with them around 2014, and the partnership is ongoing.
What evidence can you share that demonstrates the impact of the engagement?
I’m really pleased with the work that they provide. They are thorough and knowledgeable about the current market situation within their PR work. We can rely on them to give advice on all of the different campaigns. If we have ideas, we often discuss them with Essencius A/S — they have really good knowledge of the market.
How did Essencius A/S perform from a project management standpoint?
Their project management is very good and structured. From my position, I have a lot of projects going on at one time, but I know I can always rely on Maria to give a prompt response when I ask for updates. I’m very satisfied.
We communicate via email, phone, and meeting, depending on what is most needed at the time. We have formal meetings on a cluster level.
What did you find most impressive about them?
Since we have such a long work relationship with Essencius A/S, we know each other very well. We don’t need to have big, formal meetings. It’s very important to have that relationship.
Additionally, they are not a very rigid agency where everything has to be reported back to a bigger organization. That's really appreciated.
Are there any areas they could improve?
There’s always room for improvement, but I can’t think of anything at the moment.
Do you have any advice for potential customers?
They have to be ready to engage in a pragmatic relationship and to nurture that relationship in all the possible ways.