ZonePerfect
We knew generating and sustaining brand equity for a former dietary supplement with little recognition would be a challenge. We needed to employ tactics that would have the brand participating in consumers’ lives. So we researched. And researched some more. We finally found an opportunity with consumers interested in living life to the fullest. We succeeded at making ZonePerfect by creating enriching cultural experiences and fitting the product into their world. Advertising, direct marketing and online communities extended our event-focused approach.
The Work
The Home Depot
Our first thought was why would consumers go online if they only found the same experience in-store? That’s not changing attitudes, just reinforcing them. We wanted the HomeDepot.com experience to offer the relevant information, education and true inspiration they were missing. So we started over. All new content held homeowners captive, built vendor relationships and added robust shopping information. To achieve total engagement, we heightened consumer involvement, motivated them to act and invited them into a living brand extension of the store.
The Work
NGK Spark Plugs
Talk about a moving target. People this passionate about performance don’t spend every second in their garage, which meant we needed to get in to their world. And find ways to invite them in to NGK’s. Broadcast media alone wouldn’t cut it. We needed to engage socially, personally and educationally. If they weren’t under a car, they were online, at car shows and at truck rallies. And so were we. We connected by knowing the target isn’t just gear heads, they’re artists who need to share experiences with others and continually interact with a brand they could trust.
The Work
Food Lion
To truly participate in consumers’ lives, Food Lion had to become a partner, not just a grocery store. Utilizing a digital program supported by advertising and brand messaging, we engaged consumers, taking every opportunity to build trust with family decision makers. Relevant information, money-saving promotions and a genuine concern for families created a better overall shopping experience. We reinforced Food Lion’s trademark neighborly brand connections, and empowered consumers just as much as any in-store visit.
The Work
WhiteWave International Delight
International Delight was quickly losing shelf space to its largest competitor. That is, until our research led to consumer insights surrounding flavor. We found out they don’t like coffee, they like flavored coffee. We spoke to them with a positioning line that International Delight could own, “Flavor your world.” We used mass media to cast the widest net, attracting those who valued creativity and were ready to change their attitudes and purchasing behavior. We generated trial. We regained shelf space. And brought loyal enthusiasts to a very distinctive brand.
The Work
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