We approached the “launch” of Brand Drops as if we were really launching a startup, with a purely social/PR strategy. Which made a lot of sense, given our minuscule self-promotion budget. So while we were sharing Brand Drops tweets and videos across the Publicis Groupe social channels, our PR partner DiGennaro Communications was in talks with major press outlets to get the ‘scoop’ on this odd new business venture.

The film we created got 60 views per hour (one per minute) every day of the entire week (YouTube analytics). We received widespread press coverage, including AdAge, Adweek, The New York Times, The Bangkok News, Russian TV, CNN and Mashable – where we were one of the top trending stories. And we saw a significant increase in social conversation about the agency on Facebook, LinkedIn and Twitter. In short, Brand Drops got our agency over 180 million media impressions worldwide in one week, and over $200,000 in earned media value – all for about $7,000.