Gold Winner DRI DUCK Overland Park, Kansas Objective: The POWER MOVE™ campaign was designed to educate wholesale partners, distributors and end users on product function, increase conversions, upsell current customers on superior products and create brand awareness to help DRI DUCK become a leader in the workwear industry. Strategy And Execution: In Fall 2020, DRI DUCK introduced a new performance workwear collection focused on movement and comfort called POWER MOVE™. The team started creating the campaign by asking themselves “WTF? What’s the Function?” This then became the campaign theme and drove creative decisions. Teasers prior to the collection’s launch created energy and excitement through a daily Instagram story countdown, unboxing videos from influencers and cryptic product videos on social feeds and promotional emails. An early access email allowed loyal customers to preview and shop three days before the official opening. Once the collection was officially launched, there were landing pages hosted by DRI DUCK and its selling partners, paid social ads, extensive influencer and product ambassador engagements, email campaigns and video content on all media, including TikTok, along with a long-form video showing the product in action on an influencer’s Alaska fishing trip. Results: The campaign reached approximately 4,500 customers from trade show and promotional product platforms garnered 3,196,480 impressions from social platforms, and saw 14,487 total opens from email platforms. For the period tracked for this competition, 5,396 units were sold along with 928 direct-to-consumer orders, with sales totaling $422,591. Gold Winner Promotional Marketing Association of Northern California (PMANC) Gilbert, Arizona Objective: The objective was to attract the 82 members, who typically attend the regional association’s annual inperson holiday event, to attend a virtual holiday event in December 2020 and engage them for the full 90-minute program. Strategy And Execution: The live, virtual Dinearound Holiday Affair took attendees into the homes of six “celebrity” chefs (board members) as they prepared various courses and shared stories about their recipes with viewers. The chefs wore Dinearound-logoed aprons and used custom cutting boards and branded wine glasses. There was also a cookie exchange where members could share recipes online in four categories and win prizes. The holiday event was promoted through emailed invitations, social posts and direct outreach from board members. Results: PMANC was thrilled to attract 95% of its target audience (78 individuals) to the virtual holiday event and reported that all of them remained engaged in the event through the full 90 minutes. FEATURE | PPAI Pyramid Awards: Marketing 28 | APRIL 2022 |
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