The Other Circle

BACKGROUND

Introduce your business and what you do there.

I'm the creative chief at the Experience Co.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with The Other Circle?

We have an invite-only festival for about 400 creators. Since it was in its initial days, we needed help sending marketing content to relevant audiences. We needed to leverage a PR company. Not only did we want to get our content out to our audience, but to also increase festival ticket sales. We hosted what became India's first invite-only festival, so we had a unique challenge.

SOLUTION

What was the scope of their involvement?

The project's first step was a month of pre-production buildup, during which the campaign materials The Other Circle created went live to help marketing and sales. We also needed to get the information to the rest of the country that the festival was happening. A lot of this work was done via Facebook and Instagram. 

The Other Circle was then at the festival and documented the talks and performances given by attendees. Once the festival wrapped up, The Other Circle created press releases and online and offline content to highlight what happened during the festival. Some of the materials included magazine articles. The Other Circle's team also analyzed the impact of their work, measuring the contents' reach, impressions, interactions, and audience. 

What is the team composition?

We worked with three teammates from The Other Circle, Aakanksha (Founder & CEO), Nehaa (Head of Strategy & Business Development), 

How did you come to work with The Other Circle?

Most of the excellent PR companies are in Mumbai, so we were looking for companies in that area that were into creative investing. 

How much have you invested with them?

We invested around $2,000 with The Other Circle.

What is the status of this engagement?

This project with The Other Circle was from January–March 2020.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement? 

Responses to the PR efforts were very positive. We had no complaints about the distribution of the PR content because the event sold out 20 days before it started. The Other Circle bolstered our festival ticket sales by 20%–25%. Also, because they were reaching out to more relevant audiences, we saw a 2.5% increase in engagement. 

How did The Other Circle perform from a project management standpoint?

The Other Circle had extremely clear communication and their scheduling was very good. Everything was transferred through Google Drive, but we also used a Miro board and Slack to communicate. They also made sure to present us with the final results of our project; all of our data was compiled through Google Sheets. 

What did you find most impressive about them?

The Other Circle's communication was their strength. Also, they were fearless when it came to presenting ideas; they thought outside of the box. They don't function exactly like a traditional PR company. They refer to themselves as creative investors and become a part of any team they work with. 

Are there any areas they could improve?

I think The Other Circle could've been better at giving creative briefings and scheduling. 

Do you have any advice for potential customers?

I'd suggest customers give The Other Circle a broad project brief. Their creativity is amazing; The Other Circle will blow your mind with ideas and concepts that go beyond what we know in India or worldwide. The more minimal the brief, the larger The Other Circle's impact.