IBM set out to position its IBM Policy Lab as a thought leadership platform to advocate for responsible innovation that ensures trust in technology—no simple feat.
Working with Precision Strategy, the team created an integrated campaign to raise awareness about the new IBM Policy Lab while amplifying IBM’s reputation as a leader in technology policy and as a responsible actor in the sector.
It created a visually stunning brand identity, while staying true to the IBM guidelines. Messaging was also strategically developed to drive home the goals of the campaign. A newsletter program was also created to increase awareness among its key stakeholders. Then, the IBM Policy Lab was launched at the World Economic Forum at Davos.
The efforts earned an exclusive story in Bloomberg, which had a reach of 37,000 people and received nearly 1,400 shares on social media. Additional media placements included coverage in outlets including The Wall Street Journal, CNBC and Politico.
It achieved its goal of influencing tech policy, too—a U.S. presidential campaign reaching out to the Policy Lab for advice when formulating tech policy positions. G7 Embassies also tapped the Lab to be part of upcoming events on emerging technology.
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