Bayer Eco-Minds
Bayer wanted to increase public awareness and drive
participation in its university student environmental competition
'Eco-Minds'. It also sought to highlight Bayer's partnership with
the United Nations Environment Program and promote Bayer's
commitment to youth and sustainability.
Hill & Knowlton developed a public relations campaign
encompassing media relations, digital communication, and
direct-to-consumer activities over a period of 10 months.
The strategy sought to increase relevance to the youth audience to
build on the previous years' targeting of students through local
media. By diversifying the media approach and outreaching to
bloggers, H&K was successful in increasing participation in the
Eco-Minds competition whilst also ensuring Bayer's positive
association with the competition was recognised by the
public.
As a result of the public relations activities, Eco-Minds coverage
reached an audience of over 2 million people and resulted in a 60%
increase in applicants from the previous year's entries.