How Do You Hydrate? Dittoe PR Supports Lonely Whale’s Latest Campaign, Starting in Manhattan

When it comes to recruiting media to client events, Dittoe PR is no stranger. So when clients Lonely Whale and Vita Coco tasked us with getting top tier media out to Lonely Whale’s pop-up Museum of Plastic in Manhattan, New York, we were up for the challenge.

In September 2017, we organized a press conference for Lonely Whale’s Strawless in Seattle campaign, and we were thrilled to have the privilege of serving as the ocean health leader’s PR partner for their latest massive movement.

The campaign
The Museum of Plastic was the culmination of Lonely Whale and Point Break Foundation’s new Question How You Hydrate campaign, which empowers consumers to choose and champion sustainable alternatives to plastic water bottles. To combat the reality that a whopping 500 billion plastic water bottles are used around the world annually and by 2050, the ocean is expected to contain more plastic than fish (by weight), Lonely Whale launched three components within Question How You Hydrate:

  1. The campaign PSA featuring Zooey Deschanel, Aquaman Jason Momoa, Lonely Whale Co-Founder Adrian Grenier and more, committing to stop using plastic water bottles and challenging others to do the same; and
  2. The social media challenge #HydrateLike that asks individuals, organizations and brands to pledge their commitment to remove single-use plastic water bottles from their daily routines and replace them with sustainable alternatives, such as reusable bottles, household cups or aluminum cans; and
  3. The pop-up Museum of Plastic, which incorporated brand collaborators HP, S’well, Ever & Ever and attn:.

To support Lonely Whale’s campaign, the makers of leading coconut water brand Vita Coco introduced new aluminum canned water brand Ever & Ever as a sustainable alternative to plastic water bottles for consumers on the go and partnered with Dittoe PR to promote the new product. (We recently bought Ever & Ever for the office and we can’t stop raving about them!).

Our strategy
Our approach to announcing the launch of a new campaign, PSA, pop-up museum and new product was multi-faceted: Pitch media under an embargo, arrange one-on-one media sneak peeks at the Museum of Plastic before the evening launch party and target multiple media audiences who would be interested in this news, including local NYC where the museum was launching, national consumer, conservation, beverage trade, advertising and marketing trade and more.

Other tasks we took on for the Museum of Plastic launch event include creating and overseeing the very detailed run of show; managing all party RSVPs; supporting Lonely Whale and Ever & Ever onsite; assisting in coordination of speeches for the event for Lonely Whale Executive Director Dune Ives, Adrian Grenier and the President of the United Nations General Assembly; collaborating with museum partners HP, S’well, attn: and event and PR agencies; and creating press releases, messaging documents, a media advisory and a fact sheet.


The embargo for stories about the campaign and the Museum of Plastic lifted the week the museum opened to the public, and it was so effective that thousands of New Yorkers visited the museum in the five short days it was open!


The (highly anticipated) results
The Museum of Plastic launch event was a full house with 291 guests (capacity of space was 275), including notable VIPs Hayley Law, Riverdale actress and singer; Nev Schulman, host and executive producer of MTV’s Catfish; Paige Alms, Hawaiian big wave surfer and many more. Dittoe PR secured media attendees from nearly 20 influential media outlets, including Good Morning America, CBS This Morning, Fast Company, The New Yorker, Business Insider, BuzzFeed, Cosmopolitan, HuffPost, NowThis and more.

In just two weeks, we had over 100 pieces of media coverage about Question How You Hydrate, Ever & Ever and the Museum of Plastic in our identified key target media markets. Our digital media monitoring tool Trendkite reported that Ever & Ever had 97% share of voice in the media compared to other aluminum canned water competitors. Google Analytics showed us that there was an influx of website visitors to Lonely Whale’s website on our media embargo lift date.

We are so proud to have contributed to an incredibly successful campaign, product launch and museum opening. Question How You Hydrate makes a real difference in the world, and we’re continuing to challenge ourselves, colleagues and friends to #HydrateLike the future depends on it and remove plastic water bottles from our lifestyles! Will you join us?

Top Services Clients Seek from Dittoe PR

My husband works in manufacturing, and he’s often met with blank stares when he tells colleagues that I work in PR. He once shared with me that he told a coworker I “tweet for work.” Technically, he’s not wrong. But that is just one aspect of my day-to-day work for clients who seek social media services from Dittoe PR.

You know the difference between public relations and marketing and the services we provide, however, you may still be curious which services our clients turn to us for the most. No blank stares here – these are the top services our clients seek from Dittoe PR:

Media Relations
Media relations is our bread and butter. While many “full-service” agencies include media relations in their plethora of services with everything from logo design to social media strategy, this is the core of our work at Dittoe. Your story is important, and we want the world to know about it, which is why we spend a significant amount of time working with the media best equipped to share your story.

Media relations at Dittoe is much more than writing press releases and sending pitches. When we secure media coverage for our clients, our work isn’t done. We want to ensure you are well-equipped to convey your story through media, whether that’s on TV, in an article, or during a photoshoot. It’s also important to remember that you may not be the only person telling your story – and we want to help with that, too.

Recently, Kasie, Vanessa and our summer intern Ali traveled to Chicago for Media Training Day with the WGA’s Caddie Academy. The Caddie Academy provides summer caddie opportunities to under-resourced high school students who ultimately hope to pursue an Evans Scholarship. Sharing the impact the Caddie Academy has on its participants is the goal, and what better way to do so than by connecting the caddies with the media directly? During media training, the Dittoe PR team shared everything from the best way to respond to interview questions to the best color shirt to wear on camera. We don’t just secure media opportunities, we ensure everyone who is telling your organization’s story is as prepared as possible to share it.

Thought Leadership
The executives we work with are experts at what they do. Whether they built a tech startup or manage a hotel that was built from the ground up, they are uniquely keyed into the operations that make their businesses successful and the skills required to manage them. They want to share their expertise with the world. That’s where Dittoe comes in.

If you recall our PR Lingo 101 blog, you’ll know that bylines are a large part of thought leadership campaigns. Whether a CEO sits down to pen an article about the importance of fiber broadband in rural communities or we conduct an interview with a VP on her work revamping the company’s HR policies, our Dittoe word wizards work with the execs to craft a strong article for publication. Our job is to ensure these bylines are published in ideal outlets for the company. That could mean a trade publication aimed at our client’s customers or a magazine where C-suite execs can learn from each other. Dittoe constantly researches new publications and builds relationships with editors to ensure a smooth byline publication process for all clients.

Social Media
Here’s where I tweet for work. And post to Instagram, Facebook and LinkedIn. And draft monthly strategies for content, including boosted posts. And audit existing client channels to measure what is working well and what could be improved. And educate executives about the importance of social media for companies even as we all personally scoff at Facebook’s practices.

As any social media manager will tell you, managing social media is about far more than writing tweets and responding to Instagram comments. In fact, the actual work of posting is often the quickest. The strategy for a company’s social channels always comes first to guide not just what we want to post, but why. We also regularly monitor social media analytics to see what content is performing the best, or what the audience isn’t quite as interested in.

For example, Intelligent Fiber Network’s (IFN) social media presence spans Facebook, LinkedIn and Twitter. What our team posts every day on these channels is the last thing we plan. First, we look at the upcoming quarter and identify the main sales or marketing goals: Which trade shows are occurring this quarter? Where is IFN’s network expanding? What new projects are on the horizon to announce? Only then do we drill down to the office level and determine what else about IFN we want to highlight during the quarter, the month, and the week – this includes everything from monthly birthday and anniversary celebrations to new blog posts.

Executing media relations, thought leadership and social media campaigns take grit and persistence, but they’re only as successful as the planning, brainstorming and strategy behind them. This is why our clients come to Dittoe PR. Not only do they know we’ll execute our plans to the letter and secure amazing coverage, but we put in the legwork to ensure those plans are the best fit for the client and will always result in success.

Are you interested in any of the services listed above? Contact Lauryn Gray to schedule a meeting and learn more about what Dittoe PR could do for your business.

Dittoe PR Springs Into Q2 with New Clients and New Team Member

There are many reasons to celebrate spring. The temperatures are rising, the flowers are blooming, and summer is just around the corner. Here at Dittoe Public Relations, we have even more reasons to celebrate, as we kicked off Q2 with significant additions to our client roster and added a new team member.

Springbuk, WGU Indiana and Conrad Indianapolis have each selected Dittoe PR to lead their media relations and thought leadership efforts. Spanning a variety of industries, including health IT, higher ed and hospitality, these Indianapolis-based organizations all have one thing in common: they have great stories to tell. 

Read on to learn a bit more about our new clients and how Dittoe PR will lead PR efforts for each organization.

Springbuk
Springbuk launched in 2015 with employer-facing health analytics software that forecasts costs and improves population health. Their technology is built by a team of clinical experts, health economists and strategists, and data scientists.

The company initially partnered with Dittoe PR to promote its Health Intelligence Tour, debuting their Health Intelligence platform upgrades. The tour went through Dallas, Chicago and New York City to spread the word to employers, brokers and analysts all over the country about how Springbuk’s platform is preventing disease with data. Dittoe PR secured coverage in the Indianapolis Business Journal, Employee Benefit News, HR.com, Talent Culture and many more outlets to coincide with the tour. Starting this month, the Dittoe PR team is shifting gears and developing and executing a more comprehensive media relations and thought leadership campaign. Through personalized and targeted media outreach, along with expertly drafted contributed articles and award nominations, Springbuk will be showcased as an innovator and thought leader in the employee benefits space.

WGU Indiana
Founded in 2010, WGU Indiana was established as the first-ever state model within Western Governors University. The online university was created for 21st Century careers and offers 60+ degrees in the four colleges of business, teaching, I.T. and health/nursing. WGU Indiana’s mission is to open its doors for adult learners who need the flexibility and affordability of an online university to help them achieve their educational and career goals.

Dittoe PR will execute a proactive, highly strategic media relations, thought leadership and social media plan that will boost statewide brand awareness and help increase enrollment. Through consistent and meaningful media coverage, as well as thought leadership opportunities, we will work to contribute to WGU Indiana’s continued success.

Conrad Indianapolis
Located in Downtown Indianapolis, Conrad Indianapolis opened its doors in 2006 and is a part of the luxury brand Hilton Worldwide Holdings Inc. The hotel offers beautiful event space for everything from large corporate assemblies to intimate wedding ceremonies and receptions. The hotel also offers an art experience unlike any other hotel in Indianapolis that includes notable pieces in the lobby, several art-influenced suites and the Long Sharp Gallery, which features modern masterpieces from artists like Picasso, Miro, Warhol, Basquiat, Haring, Indiana and Lichtenstein.

Dittoe PR will generate media coverage for the hotel through media relations, compelling content creation and thought leadership efforts to encourage stays, event bookings and showcase the approachable luxury that is Conrad Indianapolis.

You may be wondering how we execute successful campaigns for so many different types of clients in different industries. We get that question a lot, and it reminds me of one of my favorite Dr. Seuss quotes: “Sometimes the questions are complicated and the answers are simple.”

For us, the answer is simple. PR is all about the art of storytelling, and we know every company has a story to be told and a targeted audience who will listen and take action. It’s our passion, experience, skills and tools that allow us to tell our clients’ meaningful stories on a daily basis.

As we continue to grow our diverse client roster, we are also adding new team members! Sarah Cox joined the Dittoe PR team as an account executive in March 2019. Prior to joining our agency, Sarah was the director of marketing for the Behavior Analysis Center for Autism for seven years and also served as marketing chair for the Women in Behavior Analysis Conference for three years. She enjoys exploring the world, attending Yelp Indy events and spending time with friends and family. We are thrilled to have Sarah join our growing team!

Thinking it might be time for your organization to find the right PR partner? Contact me at lauryn@dittoepr.com!