Rubber won a six way pitch in Germany to represent wearable technology product Elvie in November 2016. Elvie, Kegel Trainer, is a revolutionary women's personal fitness product, specifically designed in collaboration with medical experts, to help women improve the fitness and strength of their pelvic floor muscle. The Elvie offers a wide range of benefits for women of all ages, it is the job of Rubber to tell this story.
Anna Butterworth, Marketing Manager Elvie - ‘Nic and the Rubber Communications team have been brilliant to work with! We knew instantly that they were the right solution for our German activation because their tenacity and creativity was evident from the first conversation. When we began the partnership we put to them the seemly impossible task of securing pre-Christmas coverage in a market where the brand was completely unknown with just a couple of weeks lead time. Not only did they deliver, they did it with style by getting the brand on our two highest tier publications with glowing review. Not ones to slow down, they continued to achieve more than we had hoped for and never fail to impress us with the quality and quantity of the features they secure.’
Brief: Rubber was tasked with building awareness, understanding and product advocacy in the new market for Elvie, following positive launches in the UK and the US, Germany had shown a small amount of interest without any pro-active marketing efforts. The aim was to unlock a need and desire amongst women in Germany, driving conversation and awareness in the market.
Our approach: The Rubber team had to take into account the need for a swift to market soft launch, in order to drive awareness for potential Christmas sales, as the product was being made available before Christmas 2017 online. Briefed in late November, the target was to gain one piece of influential online coverage and seed with selected influencers in the lead up to Christmas.
Rubber identified ten top tier media across online and blog channels, then seeded key media with the product and press materials, and made CEO Tania Boler available for interview. Rubber also seeded Elvie product within an influential peer group in Berlin and Hamburg which included some key bloggers to drive peer to peer discussion and awareness. The approach resulted in Refinery29 publishing a positive piece of pre-Christmas coverage carrying a link to purchase.
Phase two allowed a planned approach to cover off all key verticals in German media, taking in long lead, short lead, online and blogs. The aim to cover health, wellbeing & fitness, mother & baby, women's interest, tech and lifestyle media allowed us to tailor our sell in. Due to the need for a swift soft launch, Rubber decided the ideal phase two approach was to target all media at once to get the message out there ASAP to allow longevity in the messaging and a constant flow of coverage across various media outlets during a period of six months and more.
Rubber arranged two press days in key media hubs Hamburg and Munich in early February, creating a packed schedule of interviews, product drops and meet and greets with media, bloggers and influencers. It also gave the Elvie team a chance to meet other stakeholders such as retailers. CEO Tania Boler and Marketing Manager Anna Butterworth accompanied the Rubber team to meet the media, leading to very positive first impressions and great leads for media and for other business interests. Rubber set up a cost effective, homely briefing space through privately sourced apartments in each city, each close to the key media houses of the cities. Our visits included meetings with Jolie, Blonde, Amazed Mag and various influencers.
In addition to the face to face meetings, the Rubber team conducted a targeted and thorough campaign to speak to all key titles and ensure media had a chance to trial the revolutionary product for themselves. Our ethos from the outset is that women need to try it to understand the benefits, and such was our confidence in the product we felt sure this would open doors to coverage and collaboration across the board.
Our confidence in the product also lead to our strategy to only pursue editorial routes through news, review, interview, comment pieces and some competitions linked to coverage. The modern PR world involves a lot of paid for placement, but through a strong product, a clear strategy, great collateral and good old fashion PR skills, Rubber generated a really strong launch for Elvie in Germany with zero advertorial costs.
To support all PR activity, we have ran a low level influencer campaign, specifically picking women in the world's of health, fitness, parenting, lifestyle, tech and business to gift the product to. As we move into the post-launch phase we have plans for mutually beneficial partnerships, events and content that are created in collaboration with influential and inspirational women in the Rubber network.
Rubber is working with the Elvie team to build new stories and angles for the German market, using our experience of the market and creative thinking to make compelling stories for the second phase of Elvie in DE.
28 x pieces of coverage - Including Glamour, Cosmo, Elle Online, Focus, This is Jane Wayne, Tres Click
12 x further confirmed and pending
15 x influencers seeded
Rebecca Spindler, Refinery29
‘Who is as conscientious as Samantha (SaTC) when it comes to pelvic floor muscles? Most people forget it is an important part of their body, but now there is a tool that could change that. Elvie makes pelvic floor training now completely simple and trackable.’
Michelle Hartmann, Elle Online
‘And the best thing about Elvie? The app is a real investment for Life!’
The Art of Patrón
Brief: Rubber Communications was briefed as part of an ongoing project relationship with Patrón, an ultra premium tequila, to help with a key piece of regional influencer activity, as a part of their ongoing worldwide activity to drive the awareness of the product.
Rubber Communications working alongside retained UK agency THRSXTY to consult on an event in Munich to target influencers, media and consumers in a key German market. The brief was to curate a Munich specific art collection inspired by Patrón, tapping in to local talent to create something unique to the city and with a real Patrón twist. Rubber was also enlisted to invite local influential creatives and business people to the event, driving engagement with the brand in a cool space.
Our approach: To bring to life the vibrancy and diversity of a city not usually known for its strong urban art scene, unlike other German cities.
Rubber mined its comprehensive little black book of creatives and influencers in Munich to seek out the most current interesting local talent to help build a visually impactful display in the Patrón influencer event at Burger & Lobster. The aim of the artistic element was to show diversity in styles, materials, influences and the final results, to illustrate just how cutting edge the art scene in Munich is becoming, while reflecting the core brand values of Patrón.
Rubber drafted a simple, brand specific brief that would allow the artists their creativity, maintain their credibility, bring to life the Patrón brand and bring some colour and live theatre to the exclusive event. Each artist was chosen based on their own style and personality, but with a real link between them to create a synergy of the artwork on the night.
Each artist was given a slightly different brief to give the event a variety of creative solutions, from large canvas pieces to re-imagined versions of the iconic Patrón bottle to personalised minatures.
The artists chosen were…
HNRX - using his trademark imagery, the artist created one large Patrón inspired piece of art on a large canvas and two 700ml bottle graffiti designed Patrón bottles
Patrick Hartl - re-imagined two 700ml Patrón bottles with his iconic graf text writing style, and created an personalised individual bottle designs for each guest on miniature Patrón bottles at the event
Kult - created a dark and original narrative for his pieces across three 700ml bottles of Patrón as well as a pair of canvas’ linked within the space.
Christian Hundertmark - created a live piece of artwork on the night, based on the simple Patrón brief, inspiration from the pieces created by the other artists, the guests and the cocktails he consumed as he worked. A truly live and interactive artistic experience for all concerned
Our main focus was to curate an event with artists that felt authentically Munich for a interesting crowd of people whilst they interacted with the Patrón brand. The guests Rubber invited to the event were chosen to add diversity and credibility to the evening, covering people from the worlds of art, fashion, business and beyond.
The party featured specialist cocktails made by some of the best mixologists in the city and music from xx. The final pieces of artwork are now residing at Hacienda Patrón in Mexico as a part of the brand’s permanent art collection.
Four cool and credible Munich based artists creating twelve pieces of original Patrón inspired artworks.
Jameson Blending Lab - A Berliner's View
Brief: Curate an authentic trip to Berlin for cool influencer bloggers where Jameson would host a blending session
Our approach: Create an interesting, engaging and authentic trip to Berlin that allows the media to understand the Jameson Blending Lab message and the authenticity and heritage of the brand through the people who make the city their home and workplace.
Rubber compiled a two day mini tour of the city, to meet, to experience and to learn about Berlin, and to create an authentic environment in which to present the Jameson Blending Lab. Each Berliner was a carefully chosen partner, with their own Berlin story.
Our journey began at the Michelberger Hotel for a good night's sleep and a hearty and healthy breakfast. The Azar Kazimir lead Michelberger is fast becoming an iconic hotel in Berlin and is a hub for the creative classes visiting for business and pleasure, not to mention it looks more than a little impressive and has some great live arts events.
Our second partner was Sauvage, the world's first Paleo restaurant, Rubber worked with Boris Leite, a Belgian who has made Berlin his home and the man behind the restaurant, to create a special Jameson Whiskey infused menu, using three special Jameson blends. The journalists from the carefully selected key UK media including High Snobiety, HUH and Gather, enjoyed a nine course meal with three specially mixed Jameson cocktails. Before the group sat down for the feast at Sauvage, Billy Leighton Jameson's Master Blender gave a master class in whiskey and the media mixed their own individual blends and learned about the history and heritage of a Whiskey first bottled in 1780 in Ireland. The Sauvage team also worked with Oisin Davis of Dublin’s Damson Diner, an expert cocktail creator indeed, to make a few classic serves for the group to taste.
Berlin is known for it's nightlife, and we took the group on a trip around Kreuzkölln to sample the best of the bars that the Berliner's drink in. Taking in bars across the region from drinking with Bahim at burlesque bar Prinzipal, to dancing in the must-be-seen-to-be-believed Roses, to a good local brew in Apötheke. Our final port of call was a secret late night speakeasy, supping Jameson cocktails specially mixed to our order in the cosy Neukölln bar.
Our final Berliner to meet the group was Joseph Loughborough, an Englishman who found himself in Berlin via London and Paris. Loughborough gave a talk on the city, creativity, skateparks, music, the community and how Berlin had become home to him and many other artists to create and live. Loughborough created a special limited edition signed print for each journalist based on one small brief.... 'A Berlin's View'.
Total coverage: 6 - High Snobiety, Huh, Gather, Hole & Corner, Rig Out
Total reach: 1,940,071
Total SM: 10
Total SM reach:1,382,447
Adidas - Berlin 2015 Champions League Ball
Our shoot in Berlin to showcase the new Champion League Football to be used in the final in July.
Nike SneakerBoot - Interactive Instagram Lookbook
Brief: Nike is one of the leaders in urban fashion shoes, for their new range of winter ready Nike SneakerBoots, Nike wanted a visually striking shoot to really show the new shoes, incorporating all the extreme weather elements that Berlin has in the winter months. We invited five of Western Europe’s most influential bloggers to create looks and test the product then to post their journey on a personalised Instagram Berlin tour for their followers. Rubber Comms devised a multi stop tour of the city, bringing to life all the aspects of the city that make it so exciting, vibrant, cool and different.
Our approach: To curate a visually impactful shoot in Berlin which created a narrative of the bloggers conducting their own tour of the city, told to their own followers, in a cool but accessible visual Berlin guide. The shoot would reflect the city through history, shopping, sightseeing and urban landscapes, plus outdoors food spots to refuel along the way. Each location aimed to challenge the product and to create interesting sharable content for each blogger.
Rubber Comms assessed feasibility and conducted initial art direction, negotiated access, photography approval, costume change space and the social media messaging for each venue and played the role of fixer during the five day shoot in wintery Berlin.
Each blogger created a personalised lookbook featuring up to eight different looks across up to eight different cool Berlin backdrops. The activity showcased a variety of Nike clothing, and their followers were given interesting content on the varied guide to Berlin, plus were exposed to the great new season from Nike.
Templehofer Feld - Iconic former Berlin airport now cool hangout spot.
5 full day photoshoots. 10 venues. 5 key bloggers. 50 costume changes.
Aligning the product with key opinion formers in the market, allowing direct conversations with the target consumer. Our chosen venues resonated with the blogger and their followers and gave a suitable setting to showcase the new product.
GHD - Berlin in 24 Hours
Brief: ghd had a new product release that styles hair to stay in position for 24 hours, they wanted a way to tell the story in a city known for it's staying power. Rubber was briefed to put together a programme that reflected the eclectic and hectic personality of Berlin, and to take media on this fast paced city tour
Our approach: To challenge the new ghd product and to challenge our guests to really experience Berlin in 24 hours. To show them the essential attractions but to take the less trodden path
Rubber had one week to deliver, we set about the curation of a tour of Berlin to take in as many regions to enjoy sights, sounds, hidden gems, must sees, eats and of course drinks. Many guides to Berlin have been written but ours was to bring to life all aspects that make the city such an exciting visit. The venues would illustrate the old, the new, the local, the tourist, the beautiful and the unexpected and of course to test against the elements, telling the ghd 24 hour story as we went. Along for the ride were journalists from the Mail Online and the Independent and to style their hair for the Berlin in 24 Hours challenge, ghd UK Styling Ambassador Kenna of London and New York stylists Kennaland.
Our route: Das Stue Hotel - First class breakfast at a hotel with views into Berlinische Zoo. CFA Gallery - A private viewing of Borden Capalino, Roses and Dreams with an introduction from Rachel Keeler. Blub - Urban exploring at an abandoned hidden water world in Neukölln Parker Bowles - Pulled pork sarnies & German suds on Prinzenstrasse Berlin Wall - It is 25 years since the fall, it was fitting to visit and to take stock East Side Gallery - Tourist essential viewing next to the Spree in Friedrichshain,
Das Stue - A mini pitstop for a costume change and a glass of Riesling
25hour Bikini Hotel - Panoramic views from The Monkey Bar and some delectable cocktails. Sauvage - A Paleo treat for the tastebuds in Prenzlauerberg, private dining and personalized menu and drinks. Geist im Glas - Strong and tasty cocktails in our fave Neukölln hangout. Chalet - Berlin knows how to put on a party, we stayed till the morning And finally back to the hotel with still perfect hair and a well deserved sleep.....
Brief: Fonesalesman is a new brand in the UK, they offer the best and most aesthetically pleasing products in the wireless charging market. FSM have enjoyed good initial sales and awareness in the UK and an interest had built in Germany organically amongst consumers, the team behind the brand wanted to capitalise upon this immediately. Rubber was briefed to help raise the awareness with key technology media in the German market with the aim of building sales.
Our approach: To identify the key titles and influencers in the market to tell the story of the new brand and drive positive reviews, and therefore the sales in the market. The lead time was short as the client wanted to strike while the iron was hot and to get in ahead of potential competitors.
Our aim was to take advantage of the positive initial interest amongst a few people and bring the product to the opinion formers in the sector as quickly and efficiently as possible, to do this Rubber developed a simple programme and worked with a very well connected local Technology PR expert.
The targeted plan of action included identifying the tiers of media to target, carrying out an initial sell in to seed the story and drafting two press releases aimed at announcing the products and building interest over the period of one month. Within the targeted campaign we identified the key people in the sector to be provided with product, identified the media who would generate multiple hits and who would cover it across print, online and blogging channels. We provided product to over fifteen journalists, each of which wrote at least one piece of coverage on the product.
Our speed of activation ahead of a big announcement by Samsung on wireless charging, allowed us to give our German media a thorough introduction to the product and to feel that this was planned and specific to their market.
In advance we agreed KPIs with Fonesalesman across three tiers of media
Tier One - Key opinion formers in national online & specialist media
Tier Two - Secondary national online and smaller specialist media
Tier Three - Additional blogs, vlogs and consumer titles
Our results to date are:
Tier One - Target - 5
Coverage achieved to date - 18
Tier Two - Target - 20
Coverage achieved to date - 19
Tier Three - Target - 10
Coverage achieved to date - 28
Total pieces achieved - 65 pieces
Introducing Patrón to Berliners
Brief: Patrón, ultra-premium tequila, known for its quality and smooth flavours is continuing to build on the brand’s strong global profile and as a part of an on-going programme, Patrón is hosting activity worldwide to drive the awareness of the product. Rubber Communications was hired by retained UK agency THRSXTY to consult on an event in Berlin to target influencers, media and consumers in arguably the coolest city in the world. Our aim was help create a genuine Berlin vibe and to populate the party with a real diverse mix of Berliners, from business owners, to the fashion crowd, to the music crew and the faces of Berlin and beyond. We were also tasked at bringing in some of the key Berlin based media and bloggers, to interact with the brand.
Our approach: To assist THRSXTY and Patrón in creating a party that felt effortlessly cool and in touch with the city and the people who live here. Berlin is a city with great history and the people who flock here to live and work have a certain attitude towards their pursuits and surroundings, the aim was to create something that fit within these for the brand.
Rubber consulted on the venue for the event, the music choices and also fedback on the overall route for the party, ensuring a fit with the city and suggested crowd. Our main focus was to help create a cool and fitting atmosphere and to have interesting influential people interact with the Patrón brand. We then put together a hit list of people that we felt fit the Patrón brand and also had influence in Berlin, bringing the product in to the hands of Berliners. By using the influential Rubber network in Berlin and beyond we extended invites to the exclusive party at Soho House Berlin, where guests would be able to sample a variety of serves, try the more exclusive Patrón offerings, find out a little about the history and production techniques, and meet with Patrón executives.
The party saw live performances from Berlin based songstress Dena, Finnish solo artist Jakko Eino Kavelli, and a new band with a burgeoning European following Liima plus a DJ set from Wooden Wisdom featuring Hollywood actor Elijah Wood with his turntable partner Zach Cowie, playing their fusion of disco, funk, soul, house and just a smidgin of hip hop.
Media attendees included iD Germany, Vice, Freunde von Freunden, Rolling Stone Germany, Interview, Lodwon plus influential bloggers from Berlin including Lucy Against the Globe, Electru, The Shlur and Ebba Zingmark.
Media / Bloggers
Paramount - Daddy's Home 2
Brief: Paramount pictures had a German release of the latest in their series of Daddy’s Home movies featuring Will Ferrell and Mark Wahlberg, and their intention was to engage with the German market through a piece of content created with a local market influencer. Rubber was hired to identify suitable influencer partners, oversee the creative and fit to film creative, and to manage a shoot and delivery of the content.
Our approach: Rubber drafted a shortlist of suitable influencer options in market, assessing their fit to brand, social media reach and tonality within an agreed budget. Rubber carried out an analysis of all options and conducted all communications and negotiations on fee and SM access as well as overseeing timelines, script creative and filming of the content, amends and final delivery.