PPB May 2021

SILVER WINNER Terry Town San Diego, California Entry Name: ‘Tis the Season to Spread Joy Primary Objective: To increase brand awareness of Terry Town and showcase its personalization, printing and packaging capabilities. The campaign was created for the holiday season to thank distributor and supplier partners. By crafting a holiday gift box full of printed and personalized accessories, Terry Town was able to provide practical and unique solutions for those end-of- year appreciation gifts. Strategy And Execution: Crafting the gift boxes was the result of a multiple department collaboration. With its holiday theme, the supplier wanted the products included to be practical and fit the retail-quality look they were going for. The final products selected were those that recipients would be proud to showcase in their homes and on sales calls including a personalized Appalachian fur-lined throw, a travel neck pillow and an eye mask. All products were printed with dye sublimation, making the artwork consistent across all items, and packed with a hand-written note in a collapsible gift box. The final artwork chosen featured a pattern of navy and teal squares, with pine trees and polar bears. Results: When Terry Town compared a span of three months before and after sending the gift boxes, it achieved the following results: for its neck pillows, the supplier saw a sales increase of 12 percent and for the fur-lined throw, an increase of 87 percent. GOLD WINNER Origaudio/HPG Fountain Valley, California Entry Name: 10 Days of Origaudio Primary Objective: To celebrate its 10-year anniversary, Origaudio wanted to thank past and current customers, raise more awareness of the brand and increase sales in a typically slower part of the season. Strategy And Execution: Origaudio created an unusual, intriguing survey where respondents could have a chance to win a series of prizes including a surprise puppy party, three months of billboard space, a personalized video message from a Flava Flav lookalike and a $10,000 company credit. A brief survey was created to gather data on customers. Then an eblast was sent out every morning of the 10-day campaign detailing the day’s thank-you and giving a recap of what happened the day prior. The daily blasts were only sent to those who opted in via the website or survey. A webpage was built and updated each day. Some of the wildest prizes, in addition to those listed above, included delivery of a 20-foot sandwich and a surprise visit from a barbershop quartet. Results: More than 1,000 people took part in the survey, more than 6,000 engaged with the activities and over $180,000 of business was generated from the event. Pyramids In Marketing | FEATURE | MAY 2021 | 19