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INNOVATE
32 •
PPB
• FEBRUARY 2016
Category:
Goodwill Programs
Distributor:
Geiger
Type of Business:
Veterinary clinic
Target audience:
Approximately 1,500
clients were part of this mailing program,
representing 2,119 pet clients.
Timing:
The program took place in
December 2014.
Program’s primary objective:
To create
loyalty among clients and make them
feel connected with their pets’ health
care provider.
Total program cost:
$3,883
Strategy and execution:
The clinic
wanted to provide its clients with some-
thing unique. A photo was taken of each
pet during clinic appointments and kept
in a database. Using variable data print-
ing, a personalized calendar card was
created featuring the pet’s name and a
photo. Using the card’s calendar feature,
scheduled follow-up appointments were
included as well. The response from the
pet owners was overwhelmingly positive.
Results:
This program resulted in strong
community buzz. Clients have shared
stories of how they have seen these
cards shared at social events and public
settings. Most clients returning for
appointments still thank the doctor for
his thoughtful gift.
| Silver Winners
Category:
Goodwill Programs
Distributor:
Freestyle Marketing
Type of Business:
Advertising agency
Target audience:
150 Reebok athletes affiliated with Crossfit
Timing:
The program rolled out in July 2014 for the 2014 Reebok CrossFit Games in
Carson, California and ended in September 2014.
Program’s primary objective:
In honor of the Reebok CrossFit Games, Reebok
served up some “ReebokBacon” and sent a special box to Reebok athletes so they
would tweet about the experience and alert their followers at #reebokbacon. A few
social media winners also received this gift after the games to keep the buzz going.
Total program cost:
$16,000
Strategy and execution:
The agency created a campaign called ReebokBacon to
promote attendance and excitement for the Reebok CrossFit Games. A lot of
CrossFit athletes are on the Paleo diet, meaning they do not eat any processed food.
One treat they are allowed to indulge in is bacon. Freestyle sourced and created a
Paleo-friendly bacon box for influencers to enjoy and spread the buzz via their social
media followers. The bacon itself was made of only pork and salt. They created a
custom box identical to a Reebok shoe box with a special die-cut shape of the
Reebok logo to show the bacon. Since raw bacon is perishable, the distributor
sourced special packaging to keep the product cold for 24 hours during the shipping
process. The product sourcing, design work, production, fulfillment and delivery was
completed within a three-week period.
Results:
More than 100 million impressions were achieved across all social media
channels.
Reebok served up some “ReebokBacon” and sent a
special box to Reebok athletes so they would tweet
about the experience and alert their followers.
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