DOES YOUR BRAND MARKETING MEET THE CHALLENGE?
As the world's largest travel community, TripAdvisor enjoys an extraordinary level of participation from millions of travelers. But new competitive challenges and changes in the online travel industry mean that the brand must work hard to stay relevant. Our brand positioning work created a new brand platform that allows TripAdvisor to maintain it's leading role while continuing to innovate, grow and attract new members.
Being in business for 100 years is in itself a great accomplishment, but the challenge was to make the milestone relevant to consumers. So to celebrate the 2016 centennial of New England Coffee, our solution was to celebrate the lives and accomplishments of the extraordinary people who drink and serve their coffee. This differentiating strategy has given life to a campaign that we are executing in advertising, on a brand new website, in a documentary film and via a massive grassroots engagement tour that all celebrate that New England Coffee has been serving great coffee to extraordinary people since 1916.
Hoka is one of the most popular running shoes for ultra marathon runners, but the benefits to all runners of this super cushioned, lightweight footwear was not widely known. Our solution was to build a network to drive trial of Hoka among elite, influential running teams on college campuses who fast became fans and shared their experience with their fellow runners and social networks creating a powerful, authentic and far reaching endorsement movement for the brand among a key demographic.
The iconic sports sandal has come a long way since it was created for Grand Canyon river guides. But the brand saw a big opporutnity to grow their business with young women. To reach and engage this important audience, we created a series of highly visible and sharable retail events via our #TevaDIY Tour , plus a social sharing campaign driven by influential fashion student brand ambassadors across the country.
A sponsorship of the 2014 FIFA World Cup in Brazil gave Liberty Mutual a platform to highlight the worldwide reach of their brand. To do this, we created 'Liberty United’, a campaign that included on line engagement and a global touring event that visited 10 countries around the world demonstrating the reach and capabilities of the insurance giant.
Every year, 6 million children die from preventable health problems. The startlingly simple solution to this tragedy is to train local community health workers to help mothers care for their children from pregnancy until the child reaches 5 years old. But the developing world urgently needs 1 million more of these workers to save these children’s lives, and awareness of this worker shortage was shockingly low. To highlight this need we created The Real Awards, a web based campaign honoring the vital contribution of health workers around the world and driving awareness of the issue via a massive social campaign and awards ceremony.
When Yahoo entered the highly competitive world of Daily Fantasy Sports, the challenge was to get noticed in a big way, to generate a high level of awareness and a massive amount of sharable social content fast. We created an on the ground and on line launch program that deployed street teams at major sporting events across the country, engaging with a highly targeted audience of sports fans and creating social content that was translated, real time, into a massive wave of social awareness among a highly targeted audience.
As Windows product was developed into a much more effective tool, the perception of the brand and the product by young people lagged behind. To address this challenge, we created a three year campaign to drive awareness and trial of the new, improved software via a traveling pop-up demo store and an army of student brand advocates who performed over 20 million hands-on trials and drove a constant stream of social content that generated interest, awareness and over $30 million of directly attributed sales.
A big challenge for Alaska Airlines is that many people don't realize how many places they fly, nor are they aware of the award winning quality of their on board service. We created a consumer engagement strategy for Alaska Airlines that we executed at high traffic events around the US, highlighting the airline's new and existing destinations and offering a sample of the on board service, all while capturing traveler data, building sharable content and offering consumer rewards via our trained team of brand ambassadors, The Alaska Airlines Navigators.
In 2009, Caritas was a failing hospital network with a bad reputation and poor employee morale. When a new CEO was brought in to turn the business around, we developed new branding, a strong strategic positioning, employee and community outreach programs, plus patient experience upgrades that have all helped make Steward Healthcare one of the most successful and respected health care systems in the United States.
Airstream is an iconic symbol of Americana that lacked relevance. Our extensive consumer research identified a brand positioning that captured the adventurous spirit of Airstream trailers and the people who own and love them, and set in motion a series of strategic partnerships that have reestablished Airstream as a highly relevant 21st century brand. The positioning, "Adventure, Inspired by Airstream", became a mantra for the brand, a tag line for their marketing, and a rallying cry for their passionate brand fans.
Esprit's CEO wanted a line 'around the block' on opening day of their NYC flagship store. Our research told us that try-on was the key; consumers were won over by the quality, fit and styling. So we created 'Love It & Leave It’ ~ if the first 500 shoppers on opening day loved the Esprit outfit they tried on more than the outfit they wore in to the store, the new outfit was theirs to keep. We built dressing rooms right in the windows, sent flash mobs of models to change clothes in the streets, deployed street teams with thousands of invitations, engaged fashion bloggers and launched a viral social campaign, all delivering millions of dollars in sales, media attention and a renewed excitement for the brand. Not to mention a huge line around the block on opening day.
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