Whenever I work on a project that isn't thinking that way I just wonder... well a lot of things.
Besides the TV campaign we created :15 second spots for all of the talent in the spots solely for their social feeds. Stefon Diggs, Travis Kelce and all the other players/rappers have millions of followers that saw this work. We also sent a crew around to 20 or so events with pro players to give them the handoff for the NFL. It created tons of social content that was just waiting to be shown. The below is just 2 of the 30-40 social films.
We went about re-branding rOtring from the digital out. Their main customers are between the ages of 20 and 40 so the normal last century way of doing promotion was out the window.
We turned their website from just a shopping cart to a content site that upped the emotional value of their products. Through films and other story telling we showed creatives using, and loving, rOtring tools. We also created social media challenges to drive traffic and awareness. Relationships through brand dialogue.
Hugo supports creativity so we showed this by asking for user submitted sayings. These sayings were meant to show the entrant’s creativity in a Hugo way. (“Hugo-isms” – are what we internally called them.) It was also a chance for the target demo to have their “hugo-ism” and name put on a billboard in the trendy meatpacking district of NYC. The campaign started with an email blast and blog seed that drove people to the micro-site. This was supported by billboards, bus shelters, wild postings, print, and online banners. In the short 3 month time that this program was live it generated enough hits to crash the server and click through rates that were 3 times as high as average Proctor & Gamble rates. Oh and the fragrance sold out.
But it turned out the company itself had no real relationship with their customers, outside of the stores and catalog. We created a loyalty program to reward these fans. This campaign introduced "Yankee points" and a game to get everyone involved.
This all sounds very obvious but Yankee at the time was just caught up in just being the number one selling candle in America. We solidified that position in todays new media era and gave not just the fans, but also the employees, a platform for a relationship, a candle relationship that is.
Yankee Candle was sold about 6 months after this work for 1.75 billion. Not to say that it was the reason but it did show a brand looking forward.
Panasonic had to break through.
The concept was that because people spend too much time apart from their families they develop a disease called "Famnesia". Along with a Panasonic site, web ads, and print we created a Wikipedia entry describing the disease, its symptoms and cure. Wikipedia flagged the entry and took it down. The agency got into a little trouble but nothing major. I'm sure that advertising has come up with a few diseases and cures over the years...