Below are highlights from some of the integrated campaigns and partnerships I led back in my agency days at OMD.
TYPE: New Product Launch
BRAND: Brooks Running Shoes
IN-MARKET DATES: Winter 2014
TARGET AUDIENCE: Runners (Men and Women) Ages 25-54
BUSINESS OBJECTIVE: Drive awareness of the inaugural “Transcend” — Brooks’ most luxe stability shoe at the time — and grow new, untapped business in a niche category
STRATEGY: Capture the attention of the running community with a new product that addressed an ignored need (stability support) at a time when minimalism and barefoot running were all the rage
TACTICS: Brooks’ biggest, most disruptive, innovative, and integrated new product launch to-date that included: a never-been-done-before “video-in-print” ad inserted in Runner’s World Magazine, experiential activations (mobile warming huts strategically placed along popular running routes in the dead of winter), PR media outreach, retail and influencer partnerships, and paid media (TV, print, and digital)
RESULT: Runner’s high! The campaign was a complete success: new product launch revenue and units for the Transcend exceeded sales projections by +100%
TYPE: Integrated Media Partnership
BRAND: Hidden Valley Ranch Dressing (Clorox)
IN-MARKET DATES: 2008-2014
TARGET AUDIENCE: Women Ages 25-54 (Moms)
BUSINESS OBJECTIVE: Increase salad dressing units and revenue, and capture fair share of the shelf-stable ranch dressing category (after having successfully grown it)
STRATEGY: Drive Hidden Valley Ranch usage by inspiring consumers to use ranch dressing more often and in different ways (beyond salads and dips)
TACTICS: Multi-year integrated marketing partnership with the Food Network that included: celebrity influencers (Food Network personalities Melissa D’Arabian and Sunny Anderson), contests and sweepstakes, custom branded content (recipes and video vignettes), PR media outreach, and paid media (TV, print, radio, and digital)
RESULT: Hidden Valley Ranch maintained its positioning as the #1 ranch dressing in North America, as well as commanded a large share of the entire shelf-stable salad dressing category; in addition, recipe versatility usage increased among our customers
TYPE: Integrated Media Partnership
BRAND: Kingsford Charcoal (Clorox)
IN-MARKET DATES: 2008-2014
TARGET AUDIENCE: Men Ages 25-54 (Grilling Enthusiasts)
BUSINESS OBJECTIVE: Increase charcoal units and revenue
STRATEGY: Drive Kingsford Charcoal usage by convincing consumers of the benefits of charcoal vs. gas, and inspire them to grill outside in all types of weather — not just summer, fall, and tailgating season
TACTICS: Multi-year integrated marketing partnership with ESPN that included: celebrity influencers (Mike Golic, Chris Lilly), contests and sweepstakes, PR media outreach and press tours, custom branded content (recipes and video content), Kingsford-branded grilling playlist on Pandora (“Grilling Grooves”), and paid media (TV, print, radio, and digital)
RESULT: This annual, multi-year partnership with ESPN drove incremental units off-season YOY — ensuring that Kingsford Charcoal maintained its crown as the charcoal category leader