How do wake up a sleepy target in a tired category?
Tell them what they already know.
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The ask:
MacGregor Partners wanted to introduce Folio, their new paperless digital workflow product, to a target who already knew paper was costly and cumbersome but for a variety of reasons hadn’t made the switch. Our Job? Break through a tired, predictable category and urge the reluctant target to purchase our client’s new product by pointing out the antiquated absurdity of paper.
Our job? Break through a tired category and urge a reluctant target to purchase our client’s new product.
The answer:
We created a satirical “pro-paper” PSA campaign that sold consumers on the “perks” of a product you could hold in your own hands versus scary digital files stored in highly suspicious “clouds.” The videos positioned Folio as a new product specifically designed to make the switch to digital effortless and affordable. Our social media strategy delivered the content directly to managers with the need and authority to purchase Folio for their businesses.
The outcome:
High-engagement content and imagery that worked across multiple digital platforms to deliver key messaging for social and digital marketing campaigns.
How do you sell expertise to a target who thinks they’re the experts?
Prove that ignorance isn’t bliss.
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The ask:
The NIIC (Northeast Indiana Innovation Center) wanted to tell their target – novice entrepreneurs who by nature and necessity were wildly overconfident – that the NIIC’s mentorship programs could save them a lot of money, time and heartache. Our strategy? Demonstrate to the target that the saying, “You don’t know what you don’t know,” is not only true but could derail their dreams.
Entrepreneurs needed to know that The NIIC’s mentorship programs could save them a lot of time, money and heartache.
The answer:
We developed a campaign based on true stories where novice entrepreneurs watched other people get rich off of their brilliant ideas. We advised the target that the NIIC’s mentorship and development programs were specifically designed to keep that from happening to them. The campaign was an extension of the “Dream Big. Get Real.” positioning we had developed for them the previous year.
The outcome:
Target-specific, multi-use content that worked across a variety of traditional and digital platforms. (Data pending.)
How do you get clients to think of you as more than just another vendor?
Let someone else tell your story.
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The ask:
Armstrong International, a family owned intelligent thermal solutions company, wanted to share a story with clients and prospective clients about the value of partnership. Our job? Position Armstrong as a visionary brand whose history of strong client relationships has helped build a culture of mutual respect and innovation.
A history of strong client relationships helped build a culture of mutual respect and innovation.
The answer:
We created a docu-style video that spoke directly to the thermal utilities industry in their own language by interviewing Armstrong clients who worked in the field. Using multi-camera setups for the interviews and single-camera exterior/interior b-roll footage, we captured the collaborative spirit of a high-stakes industry where safety and ethical concerns could mean the difference between life and death.
The outcome:
A multiple-use, high-end four minute brand film that works as well on a giant projection screen for a hundreds of viewers as it does in the tiny window of a cell phone for thousands of employees and clients around the globe.
How does a brewpub chain win a dogfight with popular local establishments?
Invite an Inappropriate Cat to the battle.
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The ask:
Hopcat, a Michigan brewpub chain, wanted to generate buzz as they moved into new markets saturated with popular local brewpubs. They needed to elevate their social credibility with a target audience that demanded authenticity and awarded cult-like status to their favorite local establishments. Our job? Show consumers that Hopcat was not just another chain but an “anti-chain chain” who refused to play by calcified, corporate rules.
Show consumers that Hopcat is not just another chain but an “anti-chain chain” who refuses to play by calcified, corporate rules.
The answer:
We build a content-savvy awareness campaign that defied convention and created buzz by replacing authenticity with attitude and the cult-like reputation of local establishments with a cult-like brand advocate called “The Inappropriate Cat.” We leverage guerrilla tactics, social media, and give-aways to drive online buzz and word-of-mouth.
The outcome:
With over 1000,000 views in three months the campaign increased engagement by 49% and generated interactions per post at 416% above industry average. The campaign won Nine Addy awards including four golds and the coveted Judges Choice Award. It was a top ad on “Top Ads of the World” for 12 consecutive weeks.
How do you get grillers to go ape during the holidays?
One word: Thanksgrilling.
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The ask:
Grilla Grills wanted to generate buzz during the winter holidays for a warm weather product and reward a fiercely loyal consumer base whose word of mouth helped build the brand with holiday content they could share in their active, online community. Our job? Create fun, fan-centric content that creates word-of-mouth and drives viewers to a thanksgiving-themed microsite.
A hyper-sharable animated “Thanks-grilling” card leveraged the brands most valuable assets.
The answer:
We created holiday buzz with a hyper-sharable animated “Thanks-grilling” holiday card that leveraged the brand’s three most valuable assets: a superior product, a contagious brand name and a popular in-house engineer/brand advocate. The card linked to a microsite we designed and build to showcase specific products and offer grilling focused Thanksgiving recipes.
The outcome:
The Thanksgrilling campaign had thousands of Grilla Grills fans buzzing on social media and helped drive sales during it’s two run time.