Silver Winner Social Good Promotions Sandusky, Ohio Objective: The primary objective of this campaign was to showcase more about the “why” behind Social Good Promotions’ work and to use this strategy as a major differentiator. The company worked with its supplier partners to develop a video content series that could simultaneously drive a call to action while educating, informing, entertaining and inspiring viewers. The target audience were businesses that share the company’s belief that connecting commerce with purpose can make the world a better place. Strategy And Execution: Elements included web-hosted videos, webinars, original podcasts and articles plus guest appearances on industry and non-industry channels. The distributor also developed a sub-theme for its brand, the soGOOD Supply Co. label, which honors its relationship with suppliers and it was printed on product boxes shipped to clients. Results: Through this campaign, Social Good Promotions grew its business by 86% year-over-year while creating goodwill for its employees, partners and the community. Silver Winner Stormtech USA, Inc. Burnaby, British Columbia Objective: Stormtech pivoted early in 2020 to sell face masks and wanted to increase mask sales to 15% of revenue by refreshing its marketing materials. Strategy And Execution: The core elements of the program were professional videos filmed at Lonsdale Quay outdoor public market, SeaBus terminal station and a park in Vancouver which showed the company’s full collection of protective face masks. The lifestyle product videos were posted on the website and were the centerpiece of an email sent to more than 10,000 distributors. Professional photography was also shot for use in the catalog, website and flyers. Special “Authorized Distributor” social media assets were provided to distributor partners to post on their own social media channels. Shorter, product-specific videos were created and added to the product detail page on the web. Results: The videos generated $11.2 million in mask sales, exceeding the revenue goal. FEATURE | PPAI Pyramid Awards: Marketing 30 | APRIL 2022 |
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