PPB May 2021

Cause Advocacy Marketing Digital Self-Promotion Campaigns GOLD WINNER Stormtech Burnaby, British Columbia Entry Name: Stormtech’s 1:1 Initiative Primary Objective: One of Stormtech’s core values is to embrace the outdoors, the planet and the people we share it with, especially future generations. The 1:1 Initiative provides vital supplies to community organizations that introduce youth to the life-changing experience of outdoor adventure. Each Stormtech purchase enables its partner organizations to continue inspiring young people to believe in themselves and know that it doesn’t matter where they come from; all that matters is where they are going. Stormtech’s commitment is to donate one percent of total global sales in the form of donated products. Strategy And Execution: The 1:1 Initiative concept was approved to launch in September 2018. Stormtech committed to donating one jacket for every jacket sold online. The program was intended to apply to only direct-to-consumer online retail sales, but in January 2019, the initiative was officially rolled out to the promotional product channel. As the program gained speed and interest, distributor partners began inquiring about how they could get involved. This led to the expansion of the 1:1 Initiative to include all Stormtech sales in all channels and markets. The program rollout consisted of an integrated marketing campaign with the following elements: awareness emails with a recruitment call-to-action, a landing page with a sign-up form, a homepage banner, social posts and trade-show signage. Results: The promotion successfully achieved the one-percent goal by donating 7,386 items and counting to organizations across North America. The 1:1 Initiative directly supported thousands of students, children and young adults from all walks of life, through organizations including Take a Hike Foundation, Button and Zipper and First Book Foundation. GOLD WINNER Spector & Co. Champlain, New York Entry Name: Not So Burger Primary Objective: The digital campaign showcases the creative application of Spector branding solutions for promotional products and elevates cost-effective products to attain higher-perceived values, experiences and increased brand recognition. Strategy And Execution: The distinguishing factors of this campaign are the concept, branding, packaging and presentation that force the audience to do a double-take. Everything from the corporate logo to the “Do you want promo with that?” slogan played off that strategy. Pens resembling french fries are packaged in a custom sleeve and an earbud case reminiscent of a burger bun is placed inside an iconic burger box. The humidifier provides the basic color and shape of a fountain drink, and is especially convincing when topped with a straw. Results: The posts generated more than 11,000 impressions, far exceeding the 4,500 targeted audience. In the Canadian market, the email open rate was 37 percent with a 3.8-percent click rate, doubling the average benchmarks rates set by Mailchimp for the marketing and advertising industries. Several distributors have used the images as posts for their social accounts. This campaign also piqued distributor inquiries for additional creative conceptual support and customizable packaging options. FEATURE | Pyramids In Marketing 16 | MAY 2021 |