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FEBRUARY 2016 •
PPB
• 27
Gold Winners |
Category:
Internal Communication Programs
Distributor:
Hillary’s, LLC
Type of client:
The analytic testing lab and consulting service
of a major consumer brand
Target audience:
100 employees and 15 contract employees
of the lab, and 100 employee families
Program’s primary objectives:
To acknowledge and thank the
employees’ families for support during an upcoming extended
and intense work period, and to introduce a new logo and
show appreciation, create goodwill and celebrate the move to
new space.
Total program cost:
$20,269
Strategy and execution:
Hillary’s developed a big picture
comprehensive strategic plan (with a detailed timeline) for the
lab as it launched a new logo and built a new, $14 million wing
on its building. The distributor also developed a strategy for
messaging, delivery of product collateral and a timeline for the
employee/contractor tool kits and family gifts. The family gift
was designed to give the employees’ families an enjoyable
evening together with either a take-out dinner and a movie or
dinner in a restaurant. The employee tool kit was designed to
help acclimate them to a new, open work environment.
Category:
Consumer Programs
Distributor:
Progressive Promotions, Inc.
Type of client:
Major food and beverage manufacturer
Target audience:
More than 200,000 consumers who frequent
the brand’s website and those who shop at select grocery
stores in Canada
Timing:
The program took place across Canada from 2014
until July 2015.
Other media:
Web, video
Program’s primary objective:
The goal was to bring the iconic
Peanut Butter Bears, who represent the company’s peanut but-
ter brand, to life. The program was part of the company’s
“Stick Together” campaign, which aims to build stronger emo-
tional connections with Millennial families.
Total program cost:
Promotional products and packaging:
$2.5 million; media: more than $1 million. This was the compa-
ny’s largest campaign in its history.
Strategy and execution:
The company’s team approached
Progressive Promotions to create two custom teddy bears ulti-
mately named “Crunchy” and “Smoothy,” the company’s top-
selling peanut butter flavors. Due to the company’s strict regula-
tions on testing, Progressive Promotions paired up with the
most well-known brand name for plush toys: GUND. The distrib-
utor delivered a superior product that matched the signature
visual of each bear in an extremely tight timeline by rolling out
the entire program, from ideation and sample creation to final
product delivered in-hands within three months. Due to the suc-
cess of this program, the company re-ordered more of the
products and is looking toward additional re-orders in 2016.
Results:
Once the bears were placed in the market, 115,000 sets
sold out in an astonishing two weeks, hence the reason for the
re-order of bears for 2015. The program has been extremely suc-
cessful and this may be an ongoing program for years to come.