SILVER HPG Braintree, Massachusetts Livestream From The PPAI Expo Objective: To raise distributor awareness of HPG, its subsidiary brands and new products, HPG joined in with the industry buzz surrounding The PPAI Expo 2024 to develop and distribute original content. Strategy & Execution: HPG’s YouTube channel hosted a livestream featuring new product presentations, interviews with the HPG sales team and sessions with special guests and industry influencers. Sustainability, social media, industry trends and more were covered during the two-day broadcast. Preshow emails were sent to 60,000 distributors to promote the content. Snippets of the videos were posted to HPG’s social accounts during the event and daily emails linked to each day’s recordings. After the show, the videos were edited and posted to the channel, and another series of emails further promoted the original content. Results: The livestream videos drew more than 3,000 views during the Expo, and the video promoting the livestream got more than 2,100 views on Instagram and Facebook and 2,000 views on LinkedIn. The email series had 98,000 opens. Industry influencers taking part in the livestream sessions also posted to their social media accounts, helping the efforts reach a broader audience. SILVER Sonic Promos Gaithersburg, Maryland Selling The Sizzle Objective: Sonic created a comprehensive marketing campaign aimed at leveraging social media and engaging its audience to promote its brand and inspire interest in the distributor’s unique marketing solutions. Strategy & Execution: The Grill’a Marketing Video Series, a play on words for guerilla marketing, featured custom packs of barbecue spices and pellet smokers in a 13-episode video series that taught clients marketing principles and strategies through clever references to grilling and barbecue tips. It was first broadcast in a weekly release on social media and then rereleased as a binge watch on YouTube called the “Second Helpings Blog” series. The post accompanying the episodes pointed viewers to a Google form to order their own barbecue spice pack and a PDF BBQ Marketing Guide. Results: Each episode on Instagram received an average of 69 views for a total of 898 views, and the YouTube series was viewed 207 times. By the end of the series, 47 clients had requested and received a spice pack and marketing guide. In total, the campaign led to orders for branded spices and related requests of more than $250,000. PPAI • OCTOBER 2025 • 71 Pyramid Awards In Marketing | Must Read
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