Case Studies
American Family Insurance
CHALLENGE
An almost 100 year old brand that behaved like a 100 year old with a great story and purpose but didn’t know how to relate to younger audiences.
APPROACH/RESULTS
After establishing a growth audience to build awareness and consideration with, we developed a challenger brand strategy and tapped into the equity of the brand’s red roof to serve as a symbol of protection to refresh and modernize the brand across all consumer touch points including TV and streaming, digital, social, OOH, cinema, and activations with NFL, MLS, MLB and influencer partnerships with The Scott Brothers and Derek Jeter.
AT&T
CHALLENGE
How do you break through the Nike and Adidas owned World Cup ads to support AT&T sponsorship of the World Cup in the US.
APPROACH/RESULTS
We had the crazy idea to use still new AR technology to allow users to try and score goals on the World Cup pitch by heading the ball into the goal. We partnered with Zoic Studios who create the characters for FIFA game to develop the realistic graphics while working with a tech team who developed head tracking tech. Once both sides were complete we smashed them together into a banner that could run across the online media plan. Besides being Creativity Pick of the Day this little banner won a Webby and maybe some other awards.
Minute Maid
CHALLENGE
Due to category headwinds including health concerns and changing breakfast habits, consumers are drinking less and less OJ. For a brand that has focused on its flagship OJ product for over 75 years, that was concerning.
APPROACH/RESULTS
Collaborating with insights and brand team, we identified Hispanic Americans as the growth audience for Minute Maid. We also shifted focus away from OJ to products consumed outside of breakfast including Fruit Punch and Juice Drinks. Now, the hard part. How does a brand become relevant to Hispanic American families when it has never spoken directly to them before?
After setting up immersive Hispanic consumer and culture research for the brand and agency partners, we identified an insight that Hispanic American families often get together to celebrate or for no reason at all and that Minute Maid has a role in those celebrations. From that, the fully integrated campaign Whatever Brings You Together, Minute Maid Brings The Flavor launched and serves as the foundation for the brand’s product innovation pipeline.
The Lovett School
CHALLENGE
There was a perception that Lovett is falling behind its K-12 competitors when it comes to having a cohesive and consistent narrative that is differentiated, supports its values and communicates who and what Lovett is.
APPROACH/RESULTS
We first initiated an audit by conducting an engagement survey, interviews, and social listening to uncover the job to be done and potential barriers. It was obvious coming out of the audit that we needed to reposition the Lovett brand in a distinct way in order to craft a focused narrative so Lovett can own the story, not the perception.
We developed a clear comms strategy and brand positioning focused on Lovett’s core foundation of whole child education, which believes that students experience joy and develop a love for learning when they learn through experiences vs. memorization. From this, we created a simple narrative summed up in a new tagline “Live It. Learn it. Lovett”. To ensure this narrative was communicated at all touch points, we reorganized the communications department into a center of excellence and developed an annual planning process.
American Family Insurance
CHALLENGE
The brand spent years operating with an indulgent agency fee and production budget delivering minimal output and quality beyond TV.
APPROACH/RESULTS
After a production audit revealed unnecessary and wasteful spending on production, music, talent residuals, and agency fees, we developed and implemented a new production approach for the brand. We began organizing mega shoots vs. several one off shoots to save on planning and agency fees. We produced internationally to save on talent costs and allow for more edit flexibility. If we did need to shoot stateside, we produced in tax credit states.
As a result, the brand saved over 35% in production and production related agency fees while maximizing the deliverables (more edits, more content, better quality, lower cost)
