Case Study

( ) for Tomorrow

Hyundai Motor Company x United Nations Development Programme

Challenge

Hyundai Motor Company (HMC) collaborated with our  team for the launch and amplification of for Tomorrow, a global commitment and partnership between the company and the United Nations Development Programme (UNDP) to tap into innovation to accelerate progress towards the Sustainable Development Goals targets set by governments.

We had the mandate to stage the event (online), broadcast globally and announce the historic agreement to media around the world.

Solution

The public relations team accompanied HMC through a series of events leading up to the official, live signing of the Memorandum of Understanding with the UNDP, including the media positioning of the initiative’s spokesperson: actress, entrepreneur and activist Jessica Alba

Key stakeholders and elements were to be positioned as part of this campaign: HMC, the UNDP, Jessica Alba, the thinkers behind the selected sustainable solutions, the connectors helping enable these solutions, and the platform itself, propelling the growth and exposure of the featured initiatives.

An analysis of external and internal factors of influence was conducted by the team to identify key drivers of awareness for the amplification campaign:

  • Pillar 1: The sustainable solutions and the innovators behind them.
  • Pillar 2: The connectors and their role as catalysts of sustainable innovation.
  • Pillar 3: An open-source platform driving breakthroughs for sustainability. 
  • Pillar 4: Jessica Alba’s relationship with sustainability and endorsement of the UNDP’s initiative for a global innovation network.

Impact

400 million impressions…

As a result of media outreach for this pitch alone, over 280 million media impressions were gained, notably in the BBC and Forbes. Please see an excerpt below, as seen in Forbes, which accurately depicts three of our key messages: the power of the platform, the expertise of connectors, and the brilliance of sustainable projects. 

“The company has featured on the UNDP, Hyundai Motor Company joint initiative,  For Tomorrow Platform. Essentially, For Tomorrow was designed to help innovators share their ideas with other like-minded people around the world.  And as Joseph D’Cruz—special adviser, strategic planning at the UNDP—sees it, a focus on the indigenous people will enable Real Ice to address problems with a solution that also has the capacity to generate revenues.”

Holistically, this campaign reached a total of over 400 million media impressions worldwide in more than 30 outlets. It included excellent coverage in top-tier publications such as VOGUE (US, Italy, Arabia & UK), Marie-Claire (UK), The Hill, The Manilla Times and more. In addition to 10 headline mentions for the brand, this coverage brilliantly carried for Tomorrow’s core messages and values. 

In addition to traditional media coverage, newswire announcements orchestrated by the PR team were picked up by over 250 outlets, generating 480 million impressions. 

The coverage obtained played a notable role in propelling the for Tomorrow initiative, as well as in spreading awareness on our commitment to sustainability through ambassadors and innovative projects.

Hyundai Motor Company
United Nations Development Programme

Year

2020-2021
Category

Media relations, Digital, Social

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