Mister Sweat is a PR agency ran by a man named Jeff Sweat. At its core, Mister Sweat helps a brand tell its authentic story in a way that will generate more outreach, responses, and connections. They offer consulting for creative development, new business strategy, and organizational management. They help brands tell the story, create the story, and talk about the story. One of my favorite works from them and one of their most popular works is their campaign with Deutsch LA. In this campaign, they went to the Cannes festival and noticed that at night in Cannes, a lot of the food places are closed. This is a problem because of all the after parties that happen for the festival where those who are drinking all night start to fiend for a late night snack, but can't find anything. This is where Mister Sweat got the idea to hire pizza delivery men to drive around to all the drunk people at night and offer them free pizza. Of course, the people loved this and better yet, on the pizza box was a description about who Deutsch LA was. This gathered a lot of press and was extremely successful. I love this campaign for how the idea came to be and how originial and smart it was. Creating a good story like this comes from context and developing an authentic story for a brand that has high share and likeability.
In the lecture that Jeff Sweat gave us, he taught us the six most important aspects to a good PR strategy or, "how to be famous."
1) Surprise: You have to mess with peoples expectations
2) Be true: You have to stick to the roots of your brand and make sure that you tell an authentic story
3) Innovate: Like the Deutsch campaign you have to think outside the box and figure out an element of surprise and whim
4) Be funny: Keep it light! People love to share things that make them laugh
5) Be quiet: Make sure your advertising tries to connect rather than catch attention
6) Be crafty: Make sure to elevate your concept
I love these tips because they seem very authentic. It is so important to tell a story that is true to the brand, that is what will lead to the best connection.
For our marketing for good project he gave us some more PR tips:
-Create a story worth telling
-Know your audience
-Know where the audience gets info
-Research stories reporters write
-Write a short email pitch that tells this story
-Be fearless
These tips gave me the inspiration to share our Dog Days story in a way that would evoke emotion and connection. I shared our pitch to other people involved with helping out with shelters and other dog lovers and got great responses. People tend to be very supportive when you share your cause in a way that sounds true and meaningful to you.
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