Shaping an Unprecedented Announcement for the Miami Children’s Health Foundation

What happens when a golf legend decides to pledge $60 million to South Florida’s leading children’s hospital? An unprecedented partnership.

In March, golfing legend Jack Nicklaus — the “Golden Bear” — and his wife Barbara made a $60 million pledge through their Nicklaus Children’s Health Care Foundation to the Miami Children’s Health System. In recognition, the system’s flagship hospital changed its name to Nicklaus Children’s Hospital, and its eight outpatient centers in South Florida took the Nicklaus name as well.

The move presented a few challenges for the Miami Children’s Health System, and the RockOrange team worked closely with our client, Miami Children’s Health Foundation, the system, and the Nicklaus Children’s Health Care Foundation to create an integrated communications plan. The plan included the announcement of the amazing pledge and the new hospital name, in addition to the unveiling of the new logo. As if this wasn’t enough, we also planned the official kick-off event for the Together for the Children Campaign, the fundraising campaign for Nicklaus Children’s Hospital.

As we tackled the various communications challenges at hand, we had to stay focused on our ultimate goal: to position the hospital and the Miami Children’s Health System as the ultimate global destination for pediatric care. Part of the challenge was to educate consumers and internal audiences, letting them know that the Nicklaus family wasn’t just pledging funds to the system. The “first family of golf” has been an integral part of the Miami Children’s family since 2010, when they joined the hospital for the creation of the Miami Children’s Hospital Nicklaus Care Center in western Palm Beach County.

It was also key to communicate that only the hospital and its outpatient centers would take the new name. Both the Miami Children’s Health System — as well as its fundraising arm, the Miami Children’s Health Foundation — would keep their name.

Once the new name was announced, we worked with the foundation to reveal that Jack and Barbara Nicklaus had become the chairs of Together For the Children Campaign, and would lead fundraising efforts with a goal to fundraise $150 million dollars through 2017. This announcement was crucial, as it proved that they were committed to the partnership for the long run.

The next move on the game plan included the unveiling of the Nicklaus Children’s Hospital logo in a press conference, just in time for the hospital’s 65th anniversary. It was followed by a VIP donor luncheon to officially kickoff the Together for the Children campaign.

At the same time, the campaign’s celebrity ambassadors were activated through social media. This included pop artist Romero Britto, “El Gordo y la Flaca’s” Raul de Molina and supermodel Nina Agdal. Social media activation of these high-profile individuals, coupled with traditional long- and short-lead media outreach, allowed us to generate media buzz and each served as a catalyst in informing our global community about the positive impacts of the new name and logo.

RockOrange, along with the Miami Children’s Health System team, secured coverage on top-tier media like CBS Miami, NBC 6, WPLG 10, El Nuevo Herald, South Florida Business Journal, CNN, Palm Beach Post, Univision, Telemundo, ESPN and many more.

With exposure in over 130 media outlets, we created over 150 million media impressions, delivering solid results for our client!

Billboard Shines a Spotlight on Miguel Piedra & David Naranjo

Our very own “Rock” and “Orange” — agency principals and managing partners Miguel Piedra and David Naranjo — spoke to Billboard about some of the work we do best: connecting celebrities to brands (and brands to celebrities) through multi-channel marketing campaigns, tailor-made digital strategies, and by taking traditional and non-traditional public relations initiatives to a new level.

Miguel and David shared some of the wisdom they’ve acquired over their careers with Billboard’s Angie Romero, chatting about everything from their journey to launch the agency, to some of the mistakes major brands make when talking to consumers. The article highlights some of our major and most successful projects, including the launch of Macy’s Thalia Sodi collection, Cotton’s 24 Hour Runway Show and the launch of Gloria Estefan’s 27th album, The Standards.


A RockOrange Guide to Making Facebook and Fashion History

By David Naranjo

When our new client, Macy’s, and our longtime client, singer/songwriter/author and all-around-superstar Thalia, both approached RockOrange about activating a fashion line, we saw an opportunity to make history.

RockOrange was engaged to drum up US Hispanic media interest for the launch of Thalia Sodi, the Mexican icon’s clothing line with Macy’s, through an intimate, short lead media event. The collection officially launches in early-February at 300 Macy’s stores nationwide (and on and was inspired by Thalia’s personal style. The line features bold colors and animal prints in dresses, tops, pants, shoes and jewelry, all designed to make women feel comfortable, confident and beautiful.

The collection is beautiful, and we needed an activation strategy to match. RockOrange envisioned a high fashion event of live looks for an intimate crowd of media, with the added dimension of giving access to a virtual crowd made up of Thalia’s fans.

It all came together at Gold Bar in New York’s Little Italy, where an exclusive, invitation-only soiree was held for select media. Those in attendance, who included all major US Hispanic networks, the Associated Press, People en Español, and many more, came in out of the cold to get a front-row seat for hot new styles.

But media was just the beginning. In a social media first, we coordinated the debut to stream live on Thalia’s Facebook account where it promptly broke the Internet (ok, not really, but the traffic was still huge). Together, we made history. Fans from around the world tuned in to watch the live feed of the show, and continued to stream it with more than 3 million viewers to-date.

The activation was a drop-dead success on all levels. As the first ever Hispanic-backed exclusive clothing line at the quintessential department store, the Facebook runway reveal also became the first of its kind in the history of the ubiquitous social network. The launch was one of the largest in Macy’s history.

And, let me just say, I love this project as a case study for what we do, because we satisfied all manner of requests and work types in one job. From digital to outreach to on-site event management and production, we brought together so many of our key capabilities into a multi-directional campaign that hit all the right notes for the client.

That’s because RockOrange, if I can be a bit self promotional – and this is our own blog, so I can – is a value-adding agency. We aren’t just order-takers. We are an organization built on ideas and execution. With every client, and especially these two, we develop creative, innovative solutions that break down walls.

In this case, we broke down the walls separating Thalia’s fans from a first look at her latest endeavor. Both clients won big, and RockOrange put another idea and execution firmly in the “fresh” column.

Cotton Sews Up World Record with 24 Hour Runway Show

From the pitch to the runway, RockOrange provided solid, fresh ideas that helped elevate Cotton Inc.’s signature program, Cotton’s 24 Hour Runway Show. Now in its third year, the show had been a local activation success story in Miami Beach’s Ocean Drive, but that success had not resulted in any meaningful local, regional or national media attention a show of this size and scale deserved.

That’s where RockOrange came in.

This year, together with the Cotton team, we set out to do it bigger and better. Back in April 2014, RockOrange created a fully integrated, multi-pronged strategy designed to generate massive press coverage across all platforms. The strategy was developed in three phases: Pre, During and Post Event.

Cotton’s 24 Hour Runway Show was a challenge and one of the most exciting projects I’ve ever been a part of. It’s Cotton, “The Fabric Of Our Lives” — who doesn’t know the jingle from the TV campaign? The pressure was definitely on as we worked with such an iconic brand. So we set out to not only raise the profile of Cotton’s 24 Hour Runway Show but also make cotton synonymous with fashion.

As part of our PR initiatives, we reached out to national newspaper and magazine fashion editors and influencers, sending them an exclusively curated Cotton Box with key cotton pieces, demonstrating cotton’s versatility. We also developed and distributed several releases throughout the pre-event phase to build momentum for the must-watch style event of the year. In addition, we secured the show’s celebrity talent and influencers for 24 Days of Cotton stories.

They say it takes a village to raise a child, but this will also hold true to putting on a 24 hour fashion show. It takes a village — or two — and we couldn’t ask for a better partner to work with. With the long hours and several months of planning, we built more of a friendship bond with our client.

The fashion marathon featured a star-studded list of hosts — E!’s Giuliana and Bill Rancic, Jason Kennedy and The Insider’s Michael Yo — musical performances by international sensation Jason Derulo and Fantine, renowned DJs spinning the turntables — such as Trey Smith and DJ Irie — and fashion icon Olivia Palermo. Also, the show featured more than 75 contemporary retail brands that showcase their fashionable cotton pieces down the catwalk.

And of course, we can’t forget to mention one more little thing: We set a Guinness World Record for the world’s longest fashion show. Setting this record was not an easy task. After all, this is Miami, and we were all nervous about a four-letter word: R-A-I-N!

After praying to the weather gods, we managed to pull off a record-breaking show in that was a success on many levels! Cotton’s 24 Hour Runway Show required the help of more than 50 hair and makeup artists, 60 models that walked the runway for a combined total of 96 dazzling miles, and more than 4,000 pieces of the finest cotton styles in the world!

We had a team of 15 Rockstars on-site to manage the VIP lounge, media check-in, and, of course, take care of our celebrity hosts.

The real work began after the models had gone home and the glitz and glamour faded away. Everyone in PR knows this: The post-event coverage requires a team dedicated to media pitching, from crafting the messaging for the press releases, to developing compelling photo captions and editing b-roll, among other tactics to garner local and national press coverage.

We rocked it! The numbers speak for themselves: 579 million media impressions across digital, TV and print, with an ad value of $1.1 million.

And if you are wondering, you do work 24 hours. Don’t think the 45-minute nap at 4 a.m. counts as sleep. All worth it!

RockOrange Named Agency of the Year by The Holmes Report

NEW YORK—Weber Shandwick, Allison + Partners, Kwittken Company, Bateman Group and RockOrange are among The Holmes Report’s 2014 Agencies of the Year for the Americas. The list also includes Canadian Agency of the Year Veritas and Latin American Agency of the Year Approach.

The firms were selected by The Holmes Report’s editorial staff from among finalists announced last week. The selections are based on our Agency Report Card process, which seeks input from more than 100 agencies across the US and the Americas, with growth, awards, and industry perceptions also taken into account.

You can view the Americas Specialist Agencies of the Year here.

The winners will be presented with their trophies at our annual SABRE Awards dinner, which will take place on May 6 and New York’s 42nd Street Cipriani.

Large Agency of the Year: Weber Shandwick

Weber Shandwick has been consistently outperforming its publicly-traded peers, both globally in and North America, for several years now, and the trend continued in 2013, with healthy double-digit growth cementing the firm’s position as a market leader. New business came from an interesting array of clients in multiple sectors, from Chobani to Nike to Nestle to Qualcomm to Cardinal Health, while the firm continued to produce impressive creative work: its Project Sunlight CSR efforts for Unilever, its World Hunger Relief campaign for Yum Brands, its corporate reputation work for General Motors and its continued marketing support for MilkPEP’s iconic “milk moustache” campaign are all nominated for SABRE Awards this year. A seamless leadership transition, with Sara Gavin elevated to president of North America as Cathy Calhoun took on a new global client offer role, helped the firm maintain its momentum, as did its increasingly impressive digital and social capabilities across the full range of paid, earned and owned media.—PH

Finalists: Edelman, FleishmanHillard, GolinHarris, Ketchum

Midsize Agency of the Year: Allison + Partners

Since its acquisition by MDC is 2010, Allison + Partners has gone from strength to strength, and 2013 was its best year to date, with strong growth (fees up 25 percent to $33 million); impressive new business (seven-figure wins including Intel and Toyota and assignments from The Economist, Frito-Lay, LinkedIn, Motorola Mobility, Mozilla and Zynga); international expansion, with new offices in China, Singapore, and France; and great work (eight Gold SABRE nominations, and highlights including the introduction of the Samsung Galaxy camera, Rav4 and Tundra launches for Toyota, and executive positioning for Whatsapp CEO Jan Koum. Just as impressive, the firm accomplished all of that while maintaining its distinctive, one profit-center culture, with its industry leading sabbatical program and commitment to professional development.—PH

Finalists: Havas, PadillaCRT, Ruder Finn, Spong

Small Agency of the Year: Kwittken + Company

Not only has Kwittken grown 15 percent in the last year, it has expanded its sector expertise and creative offerings both independent, and in partnership with fellow MDC-firm kbs+. Rather than taking a niche approach, partners Aaron Kwittken and Jason Schlossberg built their book of business — which includes American Express, P&G Prestige, Target and Sharp Electronics—across multiple sectors. And in partnering with its sister ad firm, the agency has been able to deliver on fully-integrated campaigns. In 2013, Kwittken hired an art director and made additions to its Content Labs practice. The eight-year-old firm ended the year with $6.4 million in revenues in the US, $8.4 globally across its offices in New York and London.—AaS

Finalists: Catalyst, Exponent, Jackson Spalding, JeffreyGroup

Boutique Agency of the Year: Bateman Group

Even amid steep competition from many tech PR newcomers, the Bateman Group held strong with 42 percent growth in 2013 — topping a three-year streak of more than 30 percent annual growth. With $4.4 million in billings and 26 employees the firm’s clients include AdRoll, Bunchball and Tidemark. Founder Fred Bateman’s philosophy is to keep both client and talent turnover low and build a culture around ethics and experimentation. In the last 12 months, this was reflected in big hires—like veteran journalists Elinor Mills and Scott Martin. This year, the firm is moving quickly into the content distribution and amplification arena. – AaS

Finalists: 451 Marketing, Henson Consulting, Konnect, Saxum

New Agency of the Year: RockOrange

Born in January of 2013, Miami-based RockOrange faced tough competition from tech start-ups and firms founded by big agency veterans to win our New Agency of the Year award, but distinguished itself with its philosophy (“we’re out there living life, exploring new cultures, on the street talking to people… listening and staying connected”) and its performance, which saw it pick up clients such as AARP, Alvin Ailey American Dance Theater, Zumba and Burger King, Gloria and Emilio Estefan—the latter two of which employed founders Miguel Piedra and David Naranjo before the two decided to launch their new firm.—PH

Finalists: Hotwire, LDWW, Mighty, Pramana Collective

Canadian Consultancy of the Year: Veritas

Originally established in 1993 as a healthcare communications specialist, Veritas has diversified over the years and today focuses on “influencing the influencers” with a wide range of creative ideas (digital and social, experiential, and traditional) across multiple sectors. With revenues of $10 mllion and 70 professional staff, the firm is one of the top 10 PR agencies in the Canadian market, but it punches above its weight in terms of its blue-chip client roster (Target, the Canadian Broadcasting Corporation, Subway, and new additions Microsoft, Volkswagen, Twitter, and Bayer’s Aleve brand); the quality of its creative work, including an integrated campaign to launch the Microsoft Surface tablet in Canada; and its thought leadership in areas ranging from social media to measurement and evaluation.—PH

Finalists: Edelman, Energi, Hill+Knowlton Strategies, National

Latin American Consultancy of the Year: Approach

One of the leading independent firms in the increasingly competitive and creative Brazilian market, Approach was founded in 1999 and is led today by a trio of former journalists: Beth Garcia, Sergio Pugliese, and Germana Costa Moura. While that guarantees the firm’s strong media relations capabilities, Approach has evolved its storytelling capabilities to include internal communications, government relations, and social media expertise. Growth in local currency terms was around 17 percent in 2013, while the client roster continues to expand, with names such as Redbull, Fiat, L’Oreal, Brown Forman, Subway, Mead Johnson, Petrobras, Coca-Cola, and British Airways. On the creative front, meanwhile, the firm picked up SABRE nominations for its work on two very different campaigns for the Rock in Rio music festival and Petrobas.—PH

Finalists: Burson-Marsteller, Imagem Corporotiva, Llorente & Cuenca, Urbano Group

– See more at:


RockOrange Wins PR Crossover Award for Gloria Estefan’s “The Standards”

MIAMI, April 23, 2014 – Miami-based public relations, marketing and digital firm RockOrange is proud to announce that it took home the prestigious Public Relations Crossover Award at the Billboard Latin Music Marketing Awards, for Gloria Estefan’s “The Standards” album launch campaign. Powered by CLIO, the agency was among four honorees in its category at the 2014 Billboard Latin Music Conference.

“We are honored to receive our first official award for our entertainment practice from such a respected organization like Billboard, as it truly exemplifies a few of our founding agency principles,” said David Naranjo, principal and managing partner at RockOrange. “The trust of our long-time friend and client, Gloria Estefan, the hard work and dedication of our team and the support of our incredible partners like Sony Music Masterworks and Gilt City, all came together in the execution of this award-winning PR campaign.”

RockOrange, together with Sony Music Masterworks, carried out a strategic and tactical cross-platform campaign with the overall goals of generating record sales and driving brand awareness through traditional and social media outreach. Furthermore, the agency also partnered with Gilt City to drive awareness to Gloria’s music to a new, digital, influential audience via branded content and events. The campaign included Miami Curated Collection (Gloria’s Miami), Los Angeles launch event with Kathy Griffin, and a download offer with a track exclusive to Gilt.

“It’s been an honor to have the opportunity to work with an icon like Gloria Estefan. ‘The Standards’ was a different sound for Gloria and her fans, and it challenged us to take a different marketing approach, reaching beyond our normal channels,” said Angela Barkan, VP of media and artist development at Sony Music Masterworks. “David Naranjo and the RockOrange team were extremely creative and great partners to have in this journey.”

The agency designed an extensive national media campaign that included East and West Coast print and primetime broadcast media on major U.S. Hispanic and general market media outlets, which built awareness around Gloria’s latest music to a new fan base, while still remaining relevant to her core audience.

RockOrange secured Gloria’s interview on “Oprah’s Next Chapter,” making her the first Hispanic to be featured on the OWN Network. In partnership with Sony Music Masterworks, the agency secured Gloria’s exclusive PBS Special performance at Miami’s New World Center. The firm also secured appearances on other broadcast media, including: “Good Morning America,” “The View,” “CBS This Morning,” “Chelsea Lately,” “Despierta America,” “El Gordo y La Flaca” and many more. In addition, the campaign garnered print and online coverage, which included The Wall Street Journal, NPR, American Way, NBC Latino, NY Daily News, Huffington Post and more.

The album launched on Sept. 10, 2013, and debuted in the top 20 of the Billboard 200 chart, generating millions of social, digital and media impressions. Most importantly, it was No. 1 on the Amazon Broadway & Vocalists and Vocal Pop Charts, a career first for Gloria. Gloria garnered two GRAMMY Award nominations and also earned an NAACP Image Award.

About RockOrange:

RockOrange is a full-service communications firm specializing in traditional PR, digital and social media, corporate communications, brand building and talent management, targeting both general market and Hispanic audiences. Experience includes work with some of the world’s most iconic brands in a variety of industries, including franchising businesses, music and entertainment, cruise lines, hotels/resorts, resort destinations, culinary, automotive, pharmaceuticals, banking/financial institutions and not-for-profit organizations.

For services offered and contact information, visit

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