The Challenge
2020 was a wild ride for our Spring PR world. We love events, but suddenly, they were off the table… or were they? The challenge: create something captivating you could enjoy solo. Could a webinar with a twist be the answer? Spoiler alert: it was.
The Strategy
At a time when webinars were saturating the digital space, we knew ours needed to stand out. The solution? A fresh name and concept that would cut through the noise. After some research, we discovered a significant gap: many media contacts were out of the loop, missing key updates due to the absence of face-to-face launches and trade shows. On the flip side, our clients were eager to share their latest innovations but needed a dynamic, engaging platform to do so. Our strategy was simple: bridge the gap by creating an interactive and entertaining format where outdoor brands could connect directly with time-poor media in a way that was both informative and fun.
The Tactics
With some creative brainstorming and external input, we landed on the name Digital Gathering - simple, clear, and perfectly encapsulating the concept. Next, we developed a theme that aligned with our brands' stories while sparking interest among our media audience.
Once the concept was ready, we approached the brands, pitching the idea and securing full participation. From there, we ensured each brand was well-prepped with tailored briefings and practice runs to fine-tune their presentations.
For the media, we carefully shortlisted journalists who would find the session most valuable. To elevate the experience, we collaborated with brands to send samples in advance, giving media attendees a hands-on feel for the products. And because sometimes a treat is in order, we tucked in brownies to add a personal touch. With everything in place and all the pieces aligned, we were ready to hit "broadcast!"
The Content
Our format, from the outset, was straightforward yet impactful. We start with a tailored invitation, and those who RSVP receive a detailed calendar invite with all the event logistics. For added excitement, many also receive a curated box of product samples - and, sometimes, a brownie for good measure!
On the day, our compère, Stephanie (me!), sets the tone, launching the event with a stunning opening slide and an inspiring music track. From there, the action begins: each brand takes the virtual stage to present their latest news, while the chat box buzzes with questions, feedback, and accolades from the media attendees.
When the hour wraps up, we bid farewell, and the Spring team jumps into action - sharing press room links, responding to queries, and following up to keep the momentum alive.
The Results
The success of our Digital Gathering series speaks for itself - it has become a cornerstone of our offering, consistently delivering results for the brands we represent. These events provide an effective platform for sharing news, building connections, and driving media coverage.
Feedback from the media has been overwhelmingly positive, underscoring the value of this format:
"I love the Spring PR live-streamed events. They give me a convenient and compact way of catching up with the brands I want to stay on top of, as well as introducing me to companies and products I’d otherwise not find. This is how I discover new stuff - a curated list of novel products from brands I want to work with, selected by an agency I know, trust, and love."
Tom Weijand, Robb Report, The Times, Road.cc
With each event, we've seen growing engagement, increased brand visibility, and media consistently praising the format for its convenience and discovery potential. It’s a winning formula we’re proud to deliver time and again.
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