Please write a summary about it and write a brief summary in your own words with the who? what? where? when? why? and how?'s summarizing each.Case study

The gnome story that went viral

Situation

Kern, a precision scales manufacturer, needed to build its brand, differentiate itself and grow market share within the science and education sectors. However, with millions of schools and laboratories around the world to reach, Kern faced the challenge of a highly commoditized marketplace and a disinterested media. Subsequent audience analysis by Ogilvy PR (surveys, perceptions audit and analysis of Kerns historic sales data) revealed: low brand recognition for laboratory grade balances; a highly commoditized marketplace; no significant discussion of measurement and accuracy outside of specialist titles; and few independent views on quality, reliability or precision. Recognizing that Kerns targets represented a global audience, from school teachers to Nobel scientists, this extremely diverse group was influenced by equally diverse sources, including friends, peers, and media. They are highly active online; inquisitively seeking out, discussing and sharing information they discover from a host of influential and specialist cross-media sources.

Objectives

Ogilvy PR London and OgilvyOne were challenged to deliver an engaging business campaign that would effect behavioural change within the target audience, encouraging them to recognize brand Kern for the first time and make purchases based on familiarity and preference. These translated into:

1. Drive sales of scales to the education and science sectors by enhancing Kerns brand visibility and preference amongst these key markets.

2. Generate conversations internationally around gravitys influence on weight measurement explaining the importance of Kerns USP; calibrating scales for local gravity.

3. Raise awareness of Kerns reputation for accuracy within and beyond its existing customer base securing coverage outside of specialist media.

Strategy

Make complex science accessible, harnessing Kerns gravitational calibration USP. Give the public a reason to talk about Kern and accuracy in measurement. Conduct in-depth research into education and science influencers, delving into scientific theories on weight and measurement to find a unique, engaging concept that had viral potential. The Gnome Experiment was born a global research project aimed at proving the scientific theory that gravity varies from place to place affecting weight. This would:

-harness compelling science surrounding gravitational anomalies to engage new audiences;

-give Kern a personality that would speak to all media channels;

-transform the way Kern reaches buyers, targeting influencers via new channels and encouraging interaction with the brand;

-go beyond traditional media, amplifying flagship coverage and developing engaging sharable content.

Tactics

Chip-proof gnome:

Create a chip-proof garden gnome (also called Kern), providing the campaign with a universally appealing personality. Gnomes are famed for their love of travelling and originate from Bavaria, where Kern scales are manufactured.

Create local stories:

Offer local stories anchored in international activity targeting territories including; Switzerland, South Africa, the UK, the United States, Canada etc. for physical activity to spark local conversations yet attract international attention.