The launch of the Estroven Intimacy Kit included a 10 week promotion around the theme "Rediscover your Sense of Sex" to appeal to the fact that women respond to their sexual desires both physically and emotionally.
The promotion included information from experts—an M.D., a Sex and Relationship Therapist, and a blogger—including a series of sense-based video tips.
The campaign extends from digital to public relations and eCRM to social, all fitting within the TV commercial theme of "Menopause Monologues."
To further promote the digital activity, social videos were created within the context of "Menopause Monologues" that spoke to each sense.
Forage to Glass is a strategic program to raise awareness of Caoruun Gin among beverage trade influencers. The program focused on the spirit's assets, as a gin created with botanicals hand-sourced from the distillery’s backyard, by the master distiller, allowing the brand to tap into the trend of food and drink urban foraging. The program was focused in the gin's key market Chicago, where an event was held for local mixologists and media who were invited to forage with an urban forager in Lincoln Park, attend an educational seminar led by Gin Master Simon Buley, and create cocktails with the hand-picked ingredients. The campaign was so success fill it was replicated at Tales of the Cocktail in New Orleans, as well as in select global markets, becoming a global best practice for the brand.
Following the program, Caorunn sales grew over 150% in the Chicago market.
The SPiN Blue Balls campaign was launched at SPiN New York, Los Angeles, Toronto, and Dubai, to benefit the Testicular Cancer Society (TCS). When patrons ordered a "Blue Ball Special" or posted a photo with the #SPiNBlueBalls hashtag, SPiN pledged $1 to the TCS organization.
The activity lead to Time Out New York offering SPiN's co-owner Susan Sarandon the first ever guest-editor gig at the magazine.
The social extension of the #1 Kids advertising campaign included a back-to-school sweepstakes promoting the kids product of Culturelle Probiotics, where moms entered to win a "Back-to-School Grant" by stating why their kid is number one. The promotion was supported by social videos and Facebook advertising.
For the summer BBQ season, Jägermeister partnered with celebrity chef Chris Santos. Programming around the partnership involved recipe creation, store signage, social media efforts, and press and trade events around the country.
AZO Girl was created to build a digital community for a 22-25 year-old female target. She is the superhero persona for AZO, a supplement that aids in urinary tract health. AZO Girl became the basis of the brand’s social media platform, becoming the “voice” of AZO and allowing the brand to build relevance with the target. The sassy and enthusiastic personification helped to overcome the commercial nature of the communication, providing for greater engagement in everything from couponing, emotional connections, and consumer opportunities, such as the AZO “Do-Over” contest, which gave a young woman the chance to do-over an event derailed by a UTI.
In the first five months of AZO Girl’s introduction to Facebook, the page gained nearly 15,000 followers and commensurate increase in engaged users. The “Do-Over” contest received close to 1,000 entries and generated nearly 90 million media impressions.
Now in her third year, AZO Girl has moved from an illustrated silhouette to a full cartoon character. She is the voice of all social and digital programming for the brand, and she boasts a larger social media following than most popular spirits pages.
The AZO Girl campaign as been nominated for a Markie and won PR News' Facebook Campaign of the Year.
This digital commercial was created to support the "Radio Maliboomboom Summer Correspondent" program by calling for entries to the contest, where one person won the opportunity to tour with the Radio Maliboomboom Summer Concert Series.
These advertisements were created to support the Bank of America Winter Village and Bryant Park holiday programming. They ran in print, digitally, and on social media.
The launch of the Lenovo Yoga and other convertibles required bridging the gap between traditional PR and social media.
To do this, five "DOers" showcased their innovative projects and work processes using the multi-faceted and flexible laptops, creating a platform for the introduction of the convertibles line to the press. To extend the energy of the launch event to the date of release of the portfolio, additonal "DOers" were employed, from social medai influcencers to local musicians who made music on the Yoga and produced a video of their session, as well as inspiring an artist to build a 3-D print replica of the Yoga using the latest 3-D printing technology.
In addition to the Yoga, the Twist—primarily a business computer—was launched with an initiative to reward frequent business fliers who work on airplanes.
The Pisco Chile campaign included market research, publicity, promotion, trade marketing, and sales, with a goal to create awareness of Chilean Pisco in the New York market.
Materials that were produced included advertising, brochures, and an iPad app that showcased the spirit's history.
Orchestrated in three weeks, the Malibu Summer Flashmob showcased the new advertising campaign's quirky dance. Taking place in NYC's City Hall park, the 100 person mob reached over 100,000 views on YouTube in the first three days.
A campaign developed to create a story for a new limited edition bottle of Malibu to touch on the passion points of their millennial target, the Malibu Reef Check beach Internship gave 10 consumers a chance to monitor the reefs of Thailand with the non-profit Reef Check, and save the beaches of the world.