Category: Branding, Product Demonstration, Product Launch, Website, Content
Objective: Prove Maytag dependability and performance—above competitors’ claims—while highlighting appliance innovation in the laundry and kitchen space.
Solution: We built the Maytag Test Lab at Maytag headquarters in Michigan. In it, we dramatized dependability by putting appliances to the extreme and proving just how much they could handle. Launching with a lab test experiment, we extended the campaign across the Maytag website, in-store display and YouTube—all driving to product pages for purchase.
Results: The Maytag Pet Pro System was the most successful product launch for the brand, resulting in the product going out of stock.
Awards: Whirlpool W Award - Pet Pro System Product Launch
Category: Branding, Social Media, Promotions
Objective: Following a hugely successful rebranding in which the Maytag Man came back to life as the appliances themselves. Maytag needed an equally drastic change when creating their social presence.
Solution: We turned the hardest working appliance into the hardest working brand on social media with a unique perspective on trending topics, relevant conversations and hardworking promotions.
Results:
+478% growth in positive Twitter interactions
+1220% jump in positive Facebook interactions
+3350% leap in positive brand mentions overall
Awards:
Clio Award Social Media
Maytag Social Campaign
Best in Category and Gold Chicago ADDY
Maytag "Tagged By Maytag" Instagram Campaign
Silver Chicago ADDY
Maytag Pride Month Social Campaign
Bronze Chicago ADDY
Maytag Movember Social Campaign
Category: Website, Ecommerce, D2C
Objective: Give consumers a consistent shopping experience on the Maytag direct-to-consumer, retail website, and drive them to purchase the appliance(s) they need quickly and easily.
Solution: We brought the brand to life right from the homepage as an ecommerce hub, and then extended the Maytag voice and tone throughout the category landing pages. From homepage to product pages, I led the team in creating new portals, updating photo and video content, and launching new products—while also highlighting the brand’s 20-year legacy promotion: May is Maytag Month.
Category: Website, Customer Engagement, Content Management
Objective: Introduce the Humana “Start With Healthy” campaign to current and potential members to get them to kickstart some healthy habits and an improved lifestyle.
Solution: Instead of Humana talking to people, let’s have the members who use Humana do the talking. We created a health hub containing personal stories, articles, videos and advice from members who decided to take that first step toward being healthy—leading with the message, “Great things are ahead of you when your health is ready for them.” New members could then create personalized plans with nutritional recipes, group class suggestions and local active events—to go off and start being healthy themselves.
Results:
247 submitted member stories
58% lift in engagement with current members
Category: Direct Response, CRM, Digital
Objective: Re-engage existing members to take notice of their personalized webpages.
Solution: We needed to jolt members into noticing a direct mail piece that led them to the health & wellness portal. So we started with the opposite of health on the outside, and once opened, the rest of the message came to light - as did the entire concept. There’s a healthy side to everyone, you just have to seek it out.
Results:
1017% increase in site visits
Awards:
CADM - First Place, Consumer Integrated Campaign
Category: Pharma, Ecommerce, Digital, B2B
Objective: Create a B2B portal for Medline’s pharmaceutical capabilities with a focus on pharma products and supply chain process.
Solution: We positioned Medline as a pharmaceutical partner with a portal to address both the full-service process of delivering products and the complete shopability of the pharmaceuticals offered by the company. We extended the portal to include vaccinations and product pages for each prescription drug—with product descriptions and order capability.
Category: Shopper Marketing, Retail Engagement, Social Media
Objective: Capitalize on the meatless momentum by getting consumers to choose a more meaningful meat at the point of purchase.
Solution: Be better than beef at the moment people were thinking about it. We decided to be more provocative at the retail level to convince those consumers to take IMPOSSIBLE home for some #burgerswithbenefits. No longer making people decide between their tastebuds and their values when they’re shopping for groceries.
Category: Customer Engagement, Point-of-Purchase, Digital Innovation
Objective: Reinvent the category of vending to meet the demands of snack-hungry consumers in a more a connected and engaging way.
Solution: Meet Diji-Touch—an interactive vending machine that comes to life and gets you to engage with the 46-inch touchscreen. We worked with Mondelez International to design the prototype and interface. In the end, we created retail engagement right at the point of purchase for different brands across their portfolio, like Oreo, Ritz and Halls. For Dentyne, that meant adding a touch of cool to your mouth and your look. And for those not near a Diji-Touch, we extended the interaction through mobile retail engagement.
Category: Digital Marketing, Ecommerce, Promotion
Objective: Tap into the spring cleaning mindset for homeowners to finally get started organizing their garage space.
Solution: We branded April as National Garage Organization Month for Gladiator’s largest promotional drive period. With an aspirational tone in both messaging and imagery, we created a month-long promo period for homeowners to visualize their goal of maximizing their garage space to its fullest potential.
Results: It caught on. Our promotion was so successful, other garage storage brands followed us and created National Garage Organization Month promos during the month of April.
Category: Brand engagement, Experiential, Sampling Program, Influencer Program
Objective: To promote the new package design, General Mills wanted to re-introduce Cinnamon Toast Crunch to the LatinX market with a sampling program that invited them into the swirl.
Solution: We created the multisensory “Cinnaverse”, an epic, hands-on taste adventure all about Cinnamon Toast Crunch. The experience, targeted to LatinX tweens, allowed attendees to pass through a Cinna-vortex, surf a cinnamon wave and tour the Cinnamoji hall of fame—all while biting into original Cinnamon Toast Crunch creations.
Results:
16 Days
3 Locations
13,000+ Guests
22,000+ Samples
144,000+ Total Impressions
180% to goal attendance
+38 points in purchase intent
Awards:
Event Marketer IT List Top 100
Cinnamon Toast Crunch “Cinnaverse”
Experience Design & Technology Awards
Best Permanent or Pop-Up Retail Experience
Category: Experiential, Product Launch, Sampling Program
Objective: Launch Lean Cuisine’s new line of Life Cuisine SKUs while overcoming the brand stigma of being outdated, unappealing and tasteless.
Solution: In a first-time partnership with Grubhub and a ghost kitchen, we created a virtual restaurant in Columbus, OH coined Life Cuisine Kitchen to offer convenience-seeking households with a frozen alternative to their favorite dishes. Through the Grubhub app, our virtual restaurant allowed diners to order from an Instagram worthy plated menu showcasing Lean Cuisine’s new line of Life Cuisine SKUs. We provided diners with “Limited Time” Grubhub Perks so they enjoyed their frozen “prepare at home” Life Cuisine meals and delivery free of charge. This allowed consumers to order products completely free and was a Grubhub first-ever sampling program.
Results:
During our 14-day activation, 4,100 samples were served for an average of 58.5 per day - which all resulted in a 91% sales lift across Columbus Target locations.
Awards:
2021 Ex Awards
Best Sampling Campaign
2021 Ex Awards
Best Use of Technology or Social Media
Category: Integrated Campaign, Influencer Program, Direct Response
Objective: Increase the appeal and the applications for the Citi/AAdvantage credit card in a competitive, travel-oriented credit card landscape.
Solution: One 360-degree campaign, six social influencers—showing potential customers the adventure side of travel and how the Citi/AAdvantage Platinum Select Card is your ticket to it.
Results:
240MM impressions and 400,000 visitors on-site
160,000+ Instagram likes in under 2 months
Awards:
IAC Award – Best Technology Integrated Ad Campaign “Citibank”
IAC Award – Best Portal Online Ad “Citibank”