ROYALCLASSONE

ClientROYALCLASSONE
Category A10. B2B
TitleROYALCLASSONE
Product/ServiceROYALCLASSONE (SOCIAL CORPORATE VIDEOS)
Entrant ROYALCLASSONE München, GERMANY
Idea Creation ROYALCLASSONE München, GERMANY
Media Placement ROYALCLASSONE München, GERMANY
PR ROYALCLASSONE München, GERMANY
Production ROYALCLASSONE München, GERMANY
Additional Company BITKOM E.V. Berlin, GERMANY
Additional Company 2 ITALDESIGN GIUGIARO Moncalieri (TO), ITALY
Additional Company 3 MICROSOFT GERMANY München, GERMANY
Additional Company 4 DRIVENOW München, GERMANY
Credits
Name Company Position
Martin Grosse ROYALCLASSONE CEO
Gopi Kallayil Google Inc. Chief Brand Evangelist
Dr. Bernhard Rohleder Bitkom e.V. CEO
Dr. Joachim Bühler Bitkom e.V. Managing Director
Frank Behrendt Serviceplan PR Senior Consultant
Frank Otto Ferryhouse Productions CEO
Julian Mohr Nqyer Media CEO
Christian Byza Online Marketing Rockstars Co-Founder
Nico Gabriel DriveNow CEO
Jörg Astalosch Italdesign CEO
Susanne Schöne Susanne Schöne Showhost
Christopher Schröck Microsoft Deutschland Social Selling Lead
Sandra Gerstung Merlin Entertainments Head of Marketing Germany & Midways
Michael Ehlers Ehlers Institut CEO
Claudia Fischer-Appelt Karl Anders CEO
Lars Kreyenhagen Karl Anders Co-Founder
Till A. Kaestner AKOM 360 Managing Director
Tilo Bonow Piabo PR CEO
Julian Hölgert Videoreality CEO
Michael Gödde Videoreality Co-Founder
Sari Rogge Sari Rogge CEO
Mike Meyer Mike Meyer Photography CEO
Thorsten Weber UnternehmerTUM Partner
Dr. Werner Krings Henley Business School Corporate Relations Director
Philipp Koch Koch Photography CEO
Wilfried Probst Pro Filme CEO
Norbert Peter Xineloyd CEO

Why is this work relevant for PR?

ROYALCLASSONE is a self promotion piece/series with 16 Social Corporate Videos representing the state of Germany on LinkedIn. Each video was taken with other top decision makers from Germany (and beyond: Italy, USA) either in their company headquarters or in special locations and distributed through their very own social network. This way, ROYALCLASSONE videos were pushed through all social platform channels and were seen by the followers of the CEOs interviewed within the videos, from all industries across IT, Automotive, Entertainment, Media, Music or Advertising. Also, Business Influencer and Showhost Martin has spread the ROYALCLASSONE videos to his 25,000 LinkedIn-followers.

Background

Creator and Showhost Martin Grosse was not only Business Influencer with over 25,000 LinkedIn followers he has build up in 10 years, but was officially awarded TOP Social Seller Munich by LinkedIn EMEA with a Social Selling Index of above 81. With this, he quit his job and decided to make use of his reach and social standing for other companies who followed him. Hence, 16 videos were created: Martin has done a trip through Germany to interview CEOs in an innovative way for mobile use and younger generations in today's audience. His goal was to create a new form of corporate videos which were up-to-date and authentic enough to match the need of - Authenticity Gap (Fleishman Hillard) - Digital DAX Analysis (Oliver Wyman) - Trust Barometer (Edelman)

Describe the creative idea

In the videos, CEOs are not as serious as known up to today: they are authentic, human, and portrayed in a fun way to show how interesting their personality really is and how special it would be to work for their companies. There is a branded sound as a theme song which is very catchy and modern. Also, the entire series as well as each video is branded ROYALCLASSONE (German: KÖNIGSKLASSE#1) with a lion as the king of the business jungle. These corporate videos are not as post-produced as they are known as such, but exactly this gives them the authentic feeling to be real and ready for social media of 2017/18. In the sense of LinkedIn's social selling, the interviewed persons do not talk about their companies and products and functions and features, but about their life and hobbies.

Describe the strategy

Martin did research over 10 years on social media what his followers are interested in. He gathered a bunch of c-level around him who were posting about technology, digitalisation and new-work-ethics. So he decided to bring back the human part into these digital times. Audience of ROYALCLASSONE movies are the employees of the respective companies which are followers of the interviewed CEOs (that were sharing the videos through their very own personal B2B channels such as Twitter or LinkedIn). Also, investors or partners of the respective companies were watching - as well as future employees: Through great national media partnerships Martin could reach out to the students of Germany. Also, Martin shared each video to his 25,000 LinkedIn followers.

Describe the execution

Martin created media partnerships directly with Germany's leading student magazine AUDIMAX MEDIEN and Germany's leading university advertising company HOCHSCHULWERBUNG who shared the stories and videos in their offline magazines (Print) and on the Digital Screens (Digital out of Home). Also, the companies who took part in the ROYALCLASSONE (KÖNIGSKLASSE#1) project implemented their video on their corporate homepage or corporate social media: e.g. Bitkom: https://twitter.com/Bitkom/status/915833701170384896 Italdesign: https://www.italdesign.it/youtuber-martin-grosse-interviews-ceo-jorg-astalosch/ From April 2017 to September 2017 there were 16 videos produced and they were each to be published online weekly from October. Then in 2018, the GERMAN BRAND AWARD as well as the GERMAN PRIZE FOR ONLINE COMMUNICATIONS was won, ROYALCLASSONE was nominated for the BAVARIAN INNOVATION AWARD, the ADC Germany Award and the LinkedIn MARKETING AWARD 2018 which also counts in on the PR of ROYALCLASSONE. ROYALCLASSONE respectively KÖNIGSKLASSE#1 is listed in the official Art Directors Club Germany App 2018 for one year.

List the results

Tier 1: From April 2017 to September 2017 there were 16 videos produced and they were each to be published online weekly from October to 25,000 B2B LinkedIn followers of Business Influencer Martin Grosse plus all followers of all interviewed CEOs of 16 videos. Then in 2018, the GERMAN BRAND AWARD as well as the GERMAN PRIZE FOR ONLINE COMMUNICATIONS was won, ROYALCLASSONE was nominated for the BAVARIAN INNOVATION AWARD, the ADC Germany Award and the LinkedIn MARKETING AWARD 2018 which also counts in on the PR of ROYALCLASSONE. ROYALCLASSONE respectively KÖNIGSKLASSE#1 is listed in the official Art Directors Club Germany App 2018 for one year. Message delivery: The person interviewed is "ROYAL CLASS ONE" so the elite in LinkedIn from Germany. Also, the message is that the CEO's company is really authentic cool and fun to work. (best of employer branding) Tier 2: https://www.koenigsklassenummereins.de/testimonials/ or www.royalclassone.com/testimonials - these testimonials state the value and perception of ROYALCLASSONE to the world. Also, the companies officially provided ROYALCLASSONE.com with their original brand logos https://www.koenigsklassenummereins.de/referenzen/ Tier 3: All in all, as stated above, ROYALCLASSONE's PR value worldwide is at least 500k EUR. ROYALCLASSONE has achieved to also win the most recognizable awards in Germany, see above.