MAXIMIZE TOUCHPOINTS
Challenge
With bars full of craft beers, our task was to generate buzz, awareness and trial – on a small budget – for a largely unknown Belgian beer. One with a very aggressive taste unlike the more popular American craft beers that were pulling the majority of trial.
Insight
Use Gulden Draak’s bold taste, and similarly bold Dragon logo, as a direct challenge to beer drinkers to break from convention and “Conquer The Dragon.”
Outcome
An engaging social and on-premise campaign that started by asking people what fears they’d like to conquer, and then featured people overcoming these fears with our help. (Followed by a toast with Gulden Draak, of course.) The result was tens of thousands of social views, increased trial and sales in our promotional market, and national press.
Challenge
Create awareness and success for Sea Cuisine’s newest product line with a limited marketing spend.
Insight
Numbers for both brand awareness and initial trial were low, but data showed repeat purchase rates were extremely high. So we focused on driving trial at scale in a way that would be more efficient and provide more control over the brand experience than traditional supermarket trial.
Outcome
We created a national, mobile sampling tour that delivered 320,000 samples and provided a significant lift in brand recall and intent to purchase.
Challenge
With the Boston Marathon all but running through Saucony’s backyard, the brand was looking for a way to connect with the community in a light and fun way that went beyond the Expo and expected signage along the course.
Insight
College communities provide some of the most enthusiastic spectators across the entire marathon route – especially at Wellesley College where the students line up to give kisses to runners as they pass through.
Outcome
A geotargeted “kiss-cam” Snapchat filter was created for students, allowing for thousands of virtual kisses of runners at the Wellesley scream tunnel, resulting in over 4,200 uses and 151,000+ views.