SILVER Spector & Co. Montreal, Quebec Here To Stay Objective: Spector & Co.’s Las Vegas branding campaign has been essential in promoting the company’s growth and expansion into the United States to all its current clients, as well as prospective customers. Strategy & Execution: The campaign involved the conceptualization and creation of a unique graphic identity that communicates “Vegas, baby!” while maintaining the essence of Spector & Co. The new Las Vegas look is recognizable and relatable. The company created a media plan that involved both online and offline touchpoints, such as its email list, social media content strategy, website content and paid advertising at The PPAI Expo 2023 and other events. Results: The campaign’s message was spread far and wide, covered by the press in and out of the industry, and generated significant organic chatter and impressions on social media, hitting almost 10,000 on the distributor’s own “We’re Open” post – 10 times its usual reach. SILVER Fullarton Group & HPG Brands London, Ontario, and Braintree, Massachusetts Debco Division Self Promotion Treasure Hunt Campaign Objective: This self-promotion campaign was created to be a unique and fun program to engage Fullarton distributor members and an exciting way to provide information, product awareness and training on HPG products. Strategy & Execution: The promotion engaged Fullarton distributor members to watch seven 60-second videos to learn about Debco’s top-selling items. It helped drive sales and increased relationships with distributor clients by providing free spec and product samples for each distributor to use in showrooms or show to customers. Results: Product samples sell, and HPG provided the avenue for Fullarton to do just that. The promotion tied together several media, including an introduction email, a PDF flyer, a direct mailer of product samples and QR codes linked to YouTube videos created specifically for Fullarton distributor members. Pyramid Awards In Marketing | Must Read PPAI • OCTOBER 2024 • 49
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