This agency-winning Keds campaign re-launched the brand globally going into it’s 100th year as a woman’s shoe brand. Our work redefined the global brand platform across video, print, social, and digital mediums. The campaign generated 2.3 billion impressions, Over 500,000 social shares, increased Instagram following by 50% and within a quarter after launch increased e-commerce sales by 30%.
The ask: resuscitate a dying vitamin brand amongst the clutter of the New Year’s Health Resolution market and pick up a younger demographic along the way. Our answer: Create a fun, engaging mini-workout regime via the brands previously neglected social channels to put Centrum on the minds of millennials who before considered it only as something in their grandparents medicine cabinets. The result: 6 million impressions in the first week (and we barely broke a sweat!)
Look ma, we created a plug-in! Think spell check, but for gender bias. This baby flags your gender bias statements in Slack (and other workplace chats that no one cares about) and offers non-bias alternatives in real time. To promote it, we created a campaign with zero budget featuring an army of badass woman leaders, led by the ultimate Nasty Woman: HILZ. And yes, we have an official email from the office of HRC approving the campaign (which we like to show off as often as possible.)
Snack in TERRAcolor
Everybody loves Terra Chips. Problem is, too many everybodies were only buying them for special occasions. So we turned these chips into an everyday snack by positioning Terra as the antidote to beige snacking. First, we created our own TERRAcolor palette, creating colors lifted directly from the chips themselves. From there, Snack in TERRAcolor was born. In the first year we produced weekly social content, long and short form films, JetBlue activations and guerilla stunts. Millennials sure had the munchies. FaceBook engagement grew 200%, Instagram went up 135%. Sales went up 6.85% and purchase intent grew 36% more than any other chip. (And we only personally consumed 974 bags of Terra Chips in the process.)
Launch a completely new brand for Labatt by making it relevant to Millennials who previously thought Labatt could only quench the thirst of their grandpas. Oh, and air it only on platforms Millennials are actually watching.
When the weeks leading up to Christmas count for 75% of annual sales, you need an idea as big as, well, Christmas. Through the brands digital and social channels our Give Girl Power campaign remained true to the brand’s STEM-inspired mission while selling the bejesus out of Goldie and her squad. In fact, Facebook sales revenue increased 83% versus the previous year, our Black Friday initiative doubled conversions, email open rates went up 2% and email click rates rose 7%. A Merry Christmas indeed.
How do you convince millennial first-time moms that prescription pre-natal vitamins aren’t just for high-risk pregnancies, but the best choice for every pregnancy? By empowering her—rather than boring/scaring the shit out of her. Our category defying campaign started a socially driven conversation among these moms-to-be on a practically non-existent budget. The result? 29 million impressions in the first 8 weeks and 113% increase in website traffic. That’s a lot of healthy babies.