We are giving communication support alongside with influencer marketing and brand monitoring, which is being done by a continuous optimization of message transfers.
Zsolt
Hernádi, the president and CEO of the MOL group Hungarian Oil and Gas Company
held a press conference on the 2nd of October in 2017 where he announced that
the company is going to build its new headquarters building at the Kopaszi Gát
river dam of the Danube in Southern Budapest. He claimed that it is going to be
the highest building of Budapest and will represent this modern regional market
leader company properly.
Our task
was to make the main message as much likeable as possible and to deliver that
to the young, potential future employees of MOL hence we used two maverick
“tools” to promote this event in the supportive digital communication.
We involved
influencers in the general communication . Main aspects of our selection method
were credibility and number of followers. There were some people who posted on
Facebook, however, the majority published the spectacular plan of the
headquarters in an Instagram post. We managed to approach the most relevant
Hungarian celebrities for this project such as Bence Istenes and Vivien Mádai who
also posted amongst others. We also cooperated with other influencers and
artists in this project, such as Tamás Rizsavi and Melody Szabó, who either
posted the image of the new headquarters or drew a picture of that. Altogether
we worked together with 10 opinion leaders and generated more than 1,287
thousand reach! Influencers moderated the newsfeed that got generated under
their own posts but at this point we activated another “tool” of ours, which is
our Comment For Rent service.
With the Comment
For Rent we were in a 0-24 hour standby. With specific software we were
monitoring all the articles and comments that appeared in digital world and
intervened with our customized avatars whenever it was necessary. We opened 34 main
frontlines on social media. We wrote comments to most of the Facebook posts or
we reacted to the conversations either by liking them or using other engagement
solutions. This way we were able to move the tone of the conversations to a
positive direction, furthermore we up-rated those positive comments independent
from ours so that we could control the line of the conversations.
