PPB May 2021

GOLD WINNER commonsku Toronto, Ontario Entry Name: Mystery Box Primary Objective: The primary objective of the program was to deliver a piece of the “skummunity” to commonsku’s customers and friends, even though at the time of the campaign they were not able to be together in-person. commonsku also wanted to exemplify that with careful thought and consideration, you can create a great product and campaign out of recycled banners from its previous events. Strategy And Execution: Early on it was decided to send Mystery Boxes to recipients’ homes to create an element of surprise. commonsku also wanted the campaign to be fun and bright, a happy note amongst all the uncertainty and gloom that was going on in the world at that time. The product selection was easy: custom tote bags made from previous event banners and an uplifting card. commonsku wanted the experience of opening the box to be a special one, so it partnered with supplier Numo, which packaged the 75 boxes with crinkle paper and a postcard explaining the item for those recipients who may not have attended one of commonsku’s events before. Results: The result was an absolute outpouring of support, completely unsolicited, from those who received the box. Customers and supporters are commonsku’s biggest form of advertising and they were pleased with the organic promotion of the campaign. Supplier Sales Support Materials GOLD WINNER FPS Apparel Chester, New York Entry Name: FPS Apparel Sample Kit Primary Objective: To drive sales and awareness of its top-selling custom apparel items: hoodie, bomber jacket, pocket tee, allover print tee and button-down shirt. Strategy And Execution: The supplier started creating the FPS Apparel Sample Kit in the spring/summer of 2019 with the goal of driving business in the fall/winter on its most popular sublimated apparel while also building awareness and providing distributors with a convenient tool to help sell its unique apparel. The supplier’s creative and marketing teams worked together to curate its top-selling items which were branded with the most recognizable logos the supplier worked with over the year. FPS Apparel created a branded box to allow for simple, convenient distribution of the samples while promoting the FPS brand. Along with the samples, each box contained backup information on each product inside. Distributors featured the kit in their showrooms and client meetings. The supplier also made the sample kits available on its website for purchase and promoted them via email campaigns and social media. Results: FPS Apparel saw immediate growth in sales in fourth quarter of 2019, particularly on the five products in the kit. Its fourth-quarter 2019 sales rose 64 percent relative to the fourth quarter in 2018 (an increase of about $650,000). The supplier followed that with its best first quarter ever as a company in 2020. Additionally, it attributed nearly $1 million worth of custom apparel projects directly to the sample kits. Pyramids In Marketing | FEATURE | MAY 2021 | 21