Human Spaces: Biophilic Design in the Workplace
Interface briefed us to create a game-changing integrated communications campaign that could be rolled-out across EMEA and positions Interface as leading and owning the conversation around biophilic workplace design.
To be truly game-changing the campaign needed originality, creativity and a wider business focus.
Tangerine’s solution brought together these key elements:
- The Human Spaces report – an EMEA first study which incorporates leading academic insight alongside commissioned primary data from eight EMEA countries. The report was the lynchpin of the communications campaign and a platform to launch conversations on biophilic design and workplace well-being in the media and beyond
- A digital hub, developed with the Interface marketing team, humanspaces.com to house and cultivate community conversations around biophilic design. The hub hosts the report and commentary from experts around the world. We also created a Nature Nationalities poll to encourage engagement and social sharing
- An EMEA PR toolkit containing communications assets to enable all markets to launch campaigns aligned to the core messaging independently
We led eight PR agencies across EMEA to launch Human Spaces to the national, business, HR, trade and design press. This included hosting all agency and marketing team briefing sessions to develop the creative platform and hub, consulting all agencies on developing the primary research questions to ensure relevance in all markets and hosting a launch briefing session to ensure the campaign was delivered cohesively and proved equally impactful in every market.
In just four months, Tangerine and our EMEA agency partners generated over 100 pieces of news and thought-leadership coverage with the majority focused around the business benefits of biophilic design. The report has been translated into three languages, five language variant infographics have been used globally and humanspaces.com has engaged some of the top industry thinkers in the world.
EMEA coverage including Forbes, Huffington Post UK, Le Parisien, Der Neue Markt, Hürriyet and an interview on France Info radio
81% of the coverage was in the news sections of the titles
80% of the coverage appeared online with direct-links driving readers back to humanspaces.com
The Human Spaces report was covered in business, national and design titles in 10 EMEA countries
Humanspaces.com unique page views: 3,161 / total Page views: 22,940 in just two months
Secured contributions from 12 eminent industry thought leaders including distinguished Professor of Organisational Psychology, Professor Sir Cary Cooper; Architect, Oliver Heath; US Green Building Council’s Board of Directors Founder, Bill Browning and Jane Henley, CEO of the World Green Building Council