ER Productions Case Study
- A global leader in innovative laser technology for live events, dedicated to creating spectacular visual experiences for concerts, festivals, and events.
- March 2023
OUR GOAL:
To restore ER Productions’ reputation as a safe and trusted provider of laser technology for live events after false claims suggested that their products posed health risks during performances. We aimed to counter misinformation with facts, reinforce trust in the brand, and reestablish their position as a leader in the industry.
Campaign Objective:
- Counter False Claims of Laser Safety Hazards
- Reassure Clients and the Public
- Promote Certifications and Industry Compliance
- Strengthen Media Presence with Positive Stories
Campaign Details:
- Duration: 4 Months
- Budget: $12K
Comprehensive Analysis of the Situation
Overview of the Crisis:
In early 2023, a widespread claim emerged suggesting that ER Productions’ lasers posed a health hazard, specifically stating that eye contact with their lasers could cause permanent damage. These allegations, while false, created public concern and led to questions about the safety of their products among clients in the entertainment industry.
Insights Gained:
- The allegations stemmed from misinformation spread by competitors and amplified through social media.
- There was a lack of public awareness about the rigorous safety protocols and certifications that ER Productions adheres to.
- The company needed to provide transparent evidence to counter the claims and reinforce its commitment to safety.
Targeted Response Strategy
Independent Safety Certification Promotion:
ER Productions collaborated with global safety regulators to secure updated certifications for all their laser products. These certifications were prominently featured in press releases and media campaigns to reassure stakeholders of their compliance with international safety standards.Thought Leadership Content:
We facilitated the publication of technical articles in leading industry magazines such as Event Safety Alliance and Lighting & Sound America. These pieces detailed the science and safety protocols behind ER Productions’ laser systems, dispelling myths about their potential harm.Client Testimonials and Case Studies:
Trusted clients, including organizers of major events like the Soundstorm music festival, shared their positive experiences with ER Productions’ lasers, emphasizing the company’s commitment to safety and excellence.Media Outreach Campaign:
We secured features in over 20 trusted outlets, including The Guardian, BBC Technology, and Forbes. Articles highlighted ER Productions’ industry leadership, safety credentials, and the measures they took to address misinformation.Social Media Transparency:
ER Productions launched a social media campaign using hashtags like #SafeSpectacle and #LaserTruth, sharing safety tips, client testimonials, and certification updates to rebuild trust with their audience.
Strategic Media Placement to Maximize Reach and Relevance
- Key Media Outlets: We placed articles in high-credibility sources such as The Guardian, BBC Technology, and Live Design.
- Focus Topics: These stories centered on ER Productions’ dedication to safety, transparency, and innovation in laser technology.
- Comprehensive Market Analysis
- Targeted Media Outreach
- Optimized Content Strategy
- Audience-Centric Media Selection
- Data-Driven Performance Tracking
- Scalable Campaign Framework
- Proven Campaign Success
- Delivered Results
Results:
- Increased Media Presence: Over 30 articles, interviews, and features were published
- Total Impressions: 1.1 million
- Increased Trust Among Clients
- Revenue Recovery: secured a 25% increase in bookings
- Industry Recognition: received the 2023 Safety Innovators Award from the International Laser Association.
Key Outcomes
- Reputation Restored: The campaign successfully dispelled misinformation and reestablished ER Productions as a safe and reliable provider of laser technology.
- Increased Industry Standing: The certifications and positive media coverage strengthened their leadership position in the live events industry.
- Client Loyalty: Major clients reaffirmed their partnerships, citing ER Productions’ transparency and proactive measures as key reasons for continued trust.