Doosan Group
About Doosan Group
The work made for Doosan Group runs to 1 verified project since 2018 — mostly BrandAwareness, Awareness and BrandStrategy.
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Doosan: Building Success Through Sponsorship
To get under the skin of the stats, we applied our own target syndicated research, profiling Doosan’s target consumer passion points and preferred consumption channels. We conducted competitive assessments with full reports on the competition’s activity. We looked for the white space where Doosan could own clear turf away from their competitors, including from outside of their product set. We spoke to Doosan’s own stakeholders to get the insights straight from the dugout. We pitched our proprietary Property Strength Index (PSI) to prioritize prospective comms platforms against criteria we identified during discovery. We used our PSI, combined with Doosan’s objectives to deploy an investment strategy with a measurement framework to ground investments in tangible business returns. This deep and specialized research led us to recommend that Doosan partner with Major League Baseball and the New York Yankees in exclusive branded platforms, media and experiential assets. We cut the deals and negotiated the contracts. Among other successful activity, Doosan saw exclusive and first-time-ever partner logos on-field, along the baselines, on the pitcher’s mound, and TV exposure through electronic virtual signage screens on FOX and MLBN at the ALDS and NLDS games. Along with post-season MLB-themed commercial spots and hospitality, MLB.com homepage and MLB Club takeovers in digital and social media, Doosan’s presence saw significant lifts and were able to achieve their overall awareness goal in just the first 18 months of activity. By the end of 2019, we’d also helped Doosan achieve or exceed sales targets. You could say we hit it out the park.