The Challenge:
Survey respondents said that the most important company characteristic was social responsibility, rating above quality and convenience. This customer group was technically savvy and willing to search the web to find the qualities that were most important to them. Traditional tactics such as press releases and the Greenling website only went to far to show how Greenling related with its target marketing and the entire community. The company wanted to try different channels and new media to promote themselves as a company that can be trusted. In an exciting, but confusing time, for organic food, Greenling wanted to educate the public on how it is different and better than popular organic grocery stores.

Our Solution:
Diverge principal Thomas Terry suggested a video to better convey the message and all the related themes. He met with Greenling staff to determine a good location and time for the video shoot. Greenling was holding a pickling class at Greengate Farms, which is close to Austin, and the team determined that would provide an ideal opportunity for filming. The film would feature farmer Skip Connett, and include shots from around his farm of the plants and animals. Testimonials about Connett’s work with Greenling were honest and unrehearsed. At the end of the day, Diverge had about an hour of video that needed to be cut down to three minutes.

The Results:     

These efforts improved Greenling’s search visibility and customer retention through online community building. The video content, posted on several places on the web including Greenling’s Facebook Page, has indeed strengthened relationships to improve customer acquisition. The video series, “Day in the Life of Greenling,” increased customer confidence in making purchases from Greenling. Simultaneously, Diverge optimized Greenling’s site using social media tools: added RSS feeds, social tagging, third party community functionality, Flickr photo galleries, YouTube videos and calendars.

The Situation:

The Challenge:
Tocquigny was challenged to create interest and awareness of its work in an industry that it is not typically associated with. While the firm considered the traditional means of publicity – creating and distributing a press release – Tocquigny employees quickly decided that they should promote their agency like they promote their clients. Diverge Communications, the PR firm of record for Tocquigny, suggested that Tocquigny use an upcoming Sno Cone website completion party to create “trailer” videos to promote the film.

Our Solution:
Tocquigny employees and the film’s producers, stars and friends were invited to the website completion party. Tocquigny interviewed the film’s producers and encouraged them to speak to the film’s success, but did not ask them to promote Tocquigny’s work on the project. Diverge completed five streaming videos with this content , each displayed the Tocquigny logo and web address.  Only one video mentioned Tocquigny directly. The videos were promoted as simply entertainment – not advertisements. With Diverge’s help, Tocquigny announced the videos via a news release, promoting the creation of the film’s website. With the release, the firm was ensuring a full reach of its key audiences – taking advantage of both digital and traditional media.

The Results:

The majority of the audiences watching the videos were directly forwarded to Tocquigny’s page via direct links from the news release, and strategic metadata and tagging of the videos hosted on YouTube. These links helped increase SEO value. The videos also resulted in the filmmakers securing an interview with the New York Times. Tocquigny was thrlled with the success of the campaign, and has since created a plan to include much more video throughout the site.