PPAI Magazine May 2023

Gold PromoKitchen Raleigh, North Carolina Objective: The nonprofit PromoKitchen focuses on industry mentorship and education. With the rise in antiAsian hate crimes during the pandemic, the group sought to address the experience of being Asian in the industry as part of its podcast series on diversity. Strategy & Execution: While not its first time approaching a sensitive topic, the PromoKitchen group knew this particular podcast was going to be especially important, and the participants prepared as a group and as individuals to talk about how anti-Asian racism has personally and professionally affected them. Each spoke openly about their experiences with casual racism to help listeners understand how the headlines are personal. All five participants shared the podcast on social media and reported receiving messages from listeners for months about how much the episode meant to them and what they learned. Results: The “Anti-Asian Racism”episode of the Diversity in the Promotional Products Industry podcast series has been played more than 700 times, with thousands of social media impressions and hundreds of engagements. Two of the participants have joined PromoKitchen committees, and when the group called for volunteers in November 2021, three of the new volunteers cited this podcast episode as motivating them to be part of the organization. Silver Incentive Concepts St. Louis, Missouri Objective: The “National Beer Day” episode of Incentive Concepts LIVE, a digital video series, was designed to engage the audience in an authentic and personal way and promote Incentive Concepts’ messaging and products from featured brand Broil King. Strategy & Execution: The ongoing live video series offers viewers exclusive behind-the-scenes looks at the promo industry and Incentive Concepts partner brands and solutions. For the National Beer Day episode, the company partnered with grill supply company Broil King and a local brewery to highlight grilling tools and tips, showcase local brews and share unique beer-infused recipes. In addition to pre-event promotion, the team published a highlight reel and blog post after the live broadcast and promoted them via social media, email and online ads. Results: The “National Beer Day” campaign exceeded expectations and delivered significant positive results. The live event drew 183 viewers, and the full event and highlight videos drew more than 1,200 total views and over 230 landing page views in the first five weeks, placing it among the company’s top performing campaigns ever. Must Read | PPAI Pyramid Awards 48 • MAY 2023 • PPAI