{"id":29249,"date":"2022-11-25T18:32:47","date_gmt":"2022-11-25T16:32:47","guid":{"rendered":"https:\/\/www.indieplace.fi\/?post_type=referenssit&p=29249"},"modified":"2022-12-16T14:34:31","modified_gmt":"2022-12-16T12:34:31","slug":"tonys-chocolonely-pr","status":"publish","type":"referenssit","link":"https:\/\/www.indieplace.fi\/en\/referenssit\/tonys-chocolonely-pr\/","title":{"rendered":"Tony's Chocolonely - Increasing brand awareness with a year-long PR strategy"},"content":{"rendered":"
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CASE<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Tony's Chocolonely<\/h1>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Client<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Tony’s Chocolonely<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Year<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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2022<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Solution<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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PR<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Background and goals<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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01 Challenge<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Tony\u2019s<\/span><\/span>\u00a0<\/span><\/span>Chocolonely<\/span><\/span> is a well-known <\/span><\/span>Dutch brand, but the brand itself<\/span><\/span>\u00a0and their sustainability is not <\/span><\/span>yet well-known\u00a0<\/span><\/span>in Finland.<\/span><\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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02 Goal<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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To add\u00a0<\/span><\/span>Tony\u2019s<\/span><\/span>\u00a0<\/span><\/span>Chocolonely's<\/span><\/span>\u00a0<\/span><\/span>brand awareness in Finland in a happy and\u00a0<\/span><\/span>fun way, while simultaneously\u00a0<\/span><\/span>increasing the knowledge of\u00a0<\/span><\/span>sustainable chocolate and its\u00a0<\/span><\/span>background.<\/span><\/span>\u200b<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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03 Insight<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The human rights at cocoa farms <\/span><\/span>and the protection of the environment\u00a0<\/span><\/span>have been discussed for long. Consumers have\u00a0<\/span><\/span>also realized the impact that sustainable chocolate has,\u00a0<\/span><\/span>but the information about <\/span><\/span>the backgrounds of chocolate brands\u00a0<\/span><\/span>is scarce. Thus, it is important to spread the word about Tony's Chocolonely's mission continuously.<\/span><\/span>\u200b<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Solution - Yearly PR strategy<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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We created\u00a0<\/span>Tony's<\/span>\u00a0<\/span>Chocolonely<\/span>\u00a0a year-long strategy with PR activities.<\/span>A longer plan helps in\u00a0<\/span>increasing brand awareness and taking different marketing approaches.\u00a0<\/span>\u200b<\/p>

In the strategy we defined the different medias and influencers,\u00a0<\/span>which are reached continuously. The yearly collaboration enables the utilization\u00a0<\/span>of different means and helps in forecasting, while it is also easier to elicit earned media\u00a0<\/span>by reacting quickly.\u00a0<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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PR activities<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Workshop and creating a PR calendar.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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The planning and execution of an event for influencers.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Planning and executing weekly PR deliveries, including also larger and more conceptualized send-outs.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Communication measures, such as localization, press releases, and creating and maintaining a relationship with the press.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Influencers' feedback on the event<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\"When a day starts like this, it is most definitely going quite nicely!\"\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\"We made art and listened to stories. A fantastic brand with important values!\"\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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\n\t\t\t\t\"I'm so happy that influencer events are being organized again!\"\t\t\t<\/p>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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The results of the PR event<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Influencers<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Posts<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Estimated reach of earned media<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Estimated value of posts<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\tSpreading awareness of Tony's Chocolonely's mission has been a challenge before, but by collaborating with Indieplace we have been able to change the situation. I am sure that Indieplace is still increasing the awareness of Tony's Chocolonely's brand and mission in a creative and playful way.\t\t\t<\/p>\n\t\t\t\t\t\t\t

\n\t\t\t\t\t\t\t\t\t\t\tJessica Linsten, Marketing Manager Nordics, Tony's Chocolonely<\/cite>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/blockquote>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The results of the PR deliveries (4mo)<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Influencers<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Earned posts<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Estimated reach of earned media<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Estimated value of posts<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t<\/span>\n\t\t\t\t0<\/span>\n\t\t\t\t\u20ac<\/span>\n\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>","protected":false},"excerpt":{"rendered":"

We created a year-long PR strategy for Tony's Chocolonely, which increased the brand awareness in a playful and creative way.<\/p>","protected":false},"featured_media":29250,"template":"elementor_header_footer","tiimit":[251879,164952],"class_list":["post-29249","referenssit","type-referenssit","status-publish","has-post-thumbnail","hentry","tiimit-pr","tiimit-vaikuttajamarkkinointi"],"yoast_head":"\nTony's Chocolonely \u2013 tunnettuutta PR-vuosistrategialla - Indieplace<\/title>\n<meta name=\"description\" content=\"Ty\u00f6stimme Tony's Chocolonelylle vuosistrategian PR-toimenpiteineen ja lis\u00e4simme tietoisuutta br\u00e4ndist\u00e4 luovalla, leikkis\u00e4ll\u00e4 tavalla.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.indieplace.fi\/en\/referenssit\/tonys-chocolonely-pr\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Tony's Chocolonely \u2013 tunnettuutta PR-vuosistrategialla - Indieplace\" \/>\n<meta property=\"og:description\" content=\"Ty\u00f6stimme Tony's Chocolonelylle vuosistrategian PR-toimenpiteineen ja lis\u00e4simme tietoisuutta br\u00e4ndist\u00e4 luovalla, leikkis\u00e4ll\u00e4 tavalla.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.indieplace.fi\/en\/referenssit\/tonys-chocolonely-pr\/\" \/>\n<meta property=\"og:site_name\" content=\"Indieplace\" \/>\n<meta property=\"article:modified_time\" content=\"2022-12-16T12:34:31+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.indieplace.fi\/wp-content\/uploads\/2022\/11\/tonys7.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1440\" \/>\n\t<meta property=\"og:image:height\" content=\"1440\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.indieplace.fi\/referenssit\/tonys-chocolonely-pr\/\",\"url\":\"https:\/\/www.indieplace.fi\/referenssit\/tonys-chocolonely-pr\/\",\"name\":\"Tony's Chocolonely \u2013 tunnettuutta PR-vuosistrategialla - Indieplace\",\"isPartOf\":{\"@id\":\"https:\/\/www.indieplace.fi\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.indieplace.fi\/referenssit\/tonys-chocolonely-pr\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.indieplace.fi\/referenssit\/tonys-chocolonely-pr\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.indieplace.fi\/wp-content\/uploads\/2022\/11\/tonys7.jpg\",\"datePublished\":\"2022-11-25T16:32:47+00:00\",\"dateModified\":\"2022-12-16T12:34:31+00:00\",\"description\":\"Ty\u00f6stimme Tony's Chocolonelylle vuosistrategian PR-toimenpiteineen ja lis\u00e4simme tietoisuutta br\u00e4ndist\u00e4 luovalla, leikkis\u00e4ll\u00e4 tavalla.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.indieplace.fi\/referenssit\/tonys-chocolonely-pr\/#breadcrumb\"},\"inLanguage\":\"en-GB\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.indieplace.fi\/referenssit\/tonys-chocolonely-pr\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-GB\",\"@id\":\"https:\/\/www.indieplace.fi\/referenssit\/tonys-chocolonely-pr\/#primaryimage\",\"url\":\"https:\/\/www.indieplace.fi\/wp-content\/uploads\/2022\/11\/tonys7.jpg\",\"contentUrl\":\"https:\/\/www.indieplace.fi\/wp-content\/uploads\/2022\/11\/tonys7.jpg\",\"width\":1440,\"height\":1440},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.indieplace.fi\/referenssit\/tonys-chocolonely-pr\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.indieplace.fi\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Caset\",\"item\":\"https:\/\/www.indieplace.fi\/referenssit\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Tony’s Chocolonely \u2013 tunnettuutta PR-vuosistrategialla\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.indieplace.fi\/#website\",\"url\":\"https:\/\/www.indieplace.fi\/\",\"name\":\"Indieplace\",\"description\":\"Indieplacen uusimmat kuulumiset. 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