Mathilde's 5th entry

Cohn & Wolfe

At first, because the agency defined itself as a PR agency, my interest for this particular visit was quite limited. In fact, after a 6-month internship at a Fashion PR agency in Paris, my idea of the PR world is a bit biased. To me, PR goes with media monitoring, pitching journalists, writing press releases, sending follow-up emails etc. However, as the speakers were presenting their daily activities at their jobs, I realized how their tasks were diverse and strategy-driven.

I particularly liked Amy’s presentation. Besides the captivating content of the presentation, I am very sensitive to her innate talent for communication. I think she’s fantastic at capturing her audience and conveying her message.

As we’re visiting more and more agencies, my desire to work on the clients’ side is strengthening. I’m not sensitive to this idea of rotating and working for multiples clients with multiple teams. I feel the need to dive deeper in a company’s culture and nurture close relationships with my colleagues. Furthermore, as they presented their internship program, I thought it absolutely didn’t fit with our expectations as graduate students.

Evian

“What does purity mean to you?”

To follow up with the launch of the limited edition glass bottle in collaboration with the designer Elli Saab, Evian organized a participatory contest around the definition of purity. This concept is really easy and accessible to anybody: you upload directly on Evian’s Facebook page a picture that represents your best definition of purity. You can also use the hashtag #atributetopurity on Instagram. The image will be added to the gallery among other participants’ pictures. Then, each week Evian’s team will share one image on their instagram account under the hashtag. In addition, a selection of a few fans will receive a special gift from Evian.

I think it’s really interesting how Evian always manages to directly involve its audience around its big projects. Any new actions are always an occasion for the brand to engage directly with its customers and to make them a part of the story. I think the Company really takes advantage of the social media as a great opportunity to connect and exchange with its audience.

“You are what you drink”

This week is also marked by the involvement of Evian in the collaboration between the Partnership for Healthier American and PHA Honorary Chair First Lady Michelle Obama, and stakeholders across the public and private sectors. This collaboration’s purpose is to encourage everyone to drink more water. Other Water brands took part of the partnership such as Brita, Aquafina, Dasani and Poland Spring.

A special website has been designed to inform the public about this initiative (http://youarewhatyoudrink.org/).

 

Some videos have been shot too:

 Individuals can show their support for the cause by sharing pictures: the concept is sharing a picture of yourself raising a glass of water on Instagram by using the hashtag #DrinkH2O. Your picture will appear on the website among the other participants’ pictures.