What Does a Public Relations Rebrand and Company Launch Campaign Look Like?
At BOCA, we believe in the power of storytelling. We work with every client to build a point of view that will lead to compelling headlines and increased awareness. Today, we’d like to highlight a recent story we helped to tell and celebrate the success of our client Protagonist (formerly Monitor 360) and the effort that we as PR professionals put into rebranding and launching the company.
To launch Protagonist, our team — a VP, a media strategist, an account manager and media specialist, and a writer — sat down with the client to brainstorm how the process would look. Our task was to evangelize a new Narrative Analytics category and plant a bright flag for Protagonist on the media map.
The strategy we developed included a two-pronged media strike announcement strategy. We decided to release:
Both releases focused on the Narrative Analytics messaging we developed with the Protagonist team. To promote the news, we scheduled briefings with industry analyst firms and conducted broad media outreach to business, Silicon Valley and marketing/ad tech publications. Finally, we established a thought-leadership and CEO brand platform to sustain media momentum after the launch.
The results: 19 unique articles during the week of the launch.
What’s So Special About Protagonist?
So what, exactly, does Protagonist do? The company measures consumer sentiments to help users understand and better market to their target audience.
The first step is to study the narratives consumers use to define themselves and then examine how those stories influence their relationships with the products they use. Protagonist describes narratives as ”the story a person tells herself and others to express deeply held beliefs around an idea, an industry, a brand, a product or a cohort. A narrative articulates feelings and drives actions.” The key to creating messages that resonate is to quantify consumer narratives and analyze that information.
Protagonist uses machine learning and natural language processing (NLP) to uncover hidden consumer sentiment from dozens of different sources and thousands of different data points. It incorporates a massive scale of information into its analysis, which is part of what makes it so exciting. Unlike surveys or market research, which tend to be subject to biases or limited perspectives (case in point: the forecasting leading up to the last election.). This analysis provides Protagonist’s customers with a data-based understanding of their audience.
On April fourth, we helped launch the Protagonist Platform and corporate identity. The exercise was especially exciting for us as PR professionals, because rebranding them felt analogous to what Protagonist does for its customers.
It’s exciting to work with a company that’s forming an entirely new market category — especially one we believe in so deeply. Our work with Protagonist speaks to the importance of what the company is doing, and it highlights how important obtaining earned media through PR is. We worked hard on the launch and are quite proud of the results.
Check out some examples for yourself: