We wanted to create a self-promotion campaign based on the values of the Leo Burnett group.

Our insight was that the best way to talk about ourselves, and create a growing conversation, was to go beyond traditional PR and make others part of the campaign so they can help us tell our story. Namely, as yet unknown businesses that want to tell their stories as well.

Creatively, we've started this conversation by creating a new product using part of our DNA: apples.

Leo Burnett opened his doors in the middle of the Depression. Defiant, he left a bowl of free apples on his front desk. The tradition stuck. Today, you’ll find a bowl of apples in every Leo Burnett office.

So we've decided to use ours to give a little back while telling the world more about ourselves: Leo’s Cider – the first ever cider dedicated to the little guys: new businesses out to make it in tough times. Sales of the cider will give one of them $100,000 of our best thinking.

In short, we’re promoting ourselves while promoting them.

To do this we've engaged businesses through traditional media as well as social media and a PR campaign reaching out to small businesses along with metro and trade press. This was extended into the Asia Pacific region.

The campaign is only 2 weeks old. But so far we have been mentioned in all key business and trade press along with an ever-growing online conversation.

The campaign has only been in train for 2 weeks with a month left to go. Thus far, there has been no need to change the plan.

The campaign is only 2 weeks old. So far nation-wide coverage highlights include:

7 minute interview on Sky News Business with the promise of a re-interview at the end of the campaign. Editorial in all key small business press. Editorial across all key advertising & marketing trade press. Over $100,000 in free media gained.

2,922 site visits and 64 entries. Youtube hits: 50,000+. Social activity reach: 444, 797. More than 14 articles. 49 pieces of Leo’s content earned 295 interactions and reached 42,743 people. It inspired 225 others to create content, which in turn reached a further 402, 054 people.