When LG Canada wanted to launch its LG POP series of phones, the company turned to High Road, its agency of record, to create a comprehensive integrated PR and marketing program.

In order to build a strong foundation on which to grow an engaged Canadian community and develop sales leads, High Road worked with LG to develop a design theme that would lend itself to a variety of mediums. This included both print and online ad integration, website development, a consumer activation at the Air Canada Centre, a Warner Music Contest, a Pop your Pic photo sharing program, online influencer outreach and traditional public relations.  Additionally, a contest and photo sharing application were launched to encourage prospective customers to sign up for LG’s customer database.

The resulting images and applications were seen around LG Fashion Week, throughout the ACC, and online via social media, as people who Popped their Pics used them as their Facebook and Twitter avatars.

The entire program was created in house by High Road’s integrated digital, design and communications teams.

When the Canadian Chiropractic Association wanted to encourage Canadians to be more active and build awareness of chiro and the CCA, they turned to High Road. To support its integrated communications approach and its website (www.fitin15.ca), we led an online outreach program to raise awareness and encourage Canadians to incorporate more physical activity into their daily routine.

To do so, we identified 15 online influencers, and asked for their participation in the Fit-in-15 Challenge—they needed to add 15 minutes of physical activity into their daily routine and tell the world about it online. Influencers were given a gift pack to give away to their readership or community, which included an iPod Shuffle and an iTunes gift card), and encouraged them to challenge their networks to try the Fit-in-15 program.

The selected influencers created 60 blog posts, which generated 188 comments, and 80 tweets, which reached about 40,000 followers. Based on influencer encouragement, 34 additional participants joined the program, which resulted in a variety of content posted on blogs, and photo and video sharing sites across the Web.

True North Salmon came to High Road wanting to engage with consumers online, and to build their trust and confidence in the sustainability of True North Salmon upon certification with Seafood Trust’s Eco-Label.

High Road conducted an online audit to discover the main hubs of conversation about salmon and identify the key influencers. We then developed an approach to start relationships with these influencers, which included tactics such as providing dinner party packages without asking for anything in return.

The strategy worked. Influencers mentioned the True North brand in a positive tone, and engaged in positive online conversations in the form of 11 blog posts, 49 comments, 358 photos and 10 videos.