CRAFTSMAN: Made to Make

We needed to relaunch the Craftsman brand and make it more relevant in an ever evolving world.

We started focusing on makers and their stories in order to shift the brand from being tool focused and began to create a new, more authentic tone. Additionally, the structure of the brand was changed so that the community site became the destination for all media, making the Craftsman Community the hub of all things making.

BONEFISH GRILL: Radio

We needed a way to keep awareness of the Bonefish brand top of mind while driving specific offers, so we created engaging stories centered around the experiences at Bonefish Grill. We tapped into a celebrity voice to create a character that was always up for a good time. Using Neil Patrick Harris as a witty, slightly Barney-esque, character we were able to create different spots that highlighted Bonefish Grill as a fun, lively atmosphere that kept bringing the listener back for more.

JACK DANIELS: Print

Whiskey has had a long reputation for being tough to drink. We decided to live up to it by being proud of the grit and the people who drink Jack with a series of bold print headlines that pitted them against the "softer" cocktail choices.

Advertising also included the mandatory responsible drinking ads.

ULTA BEAUTY: Online Videos

Ulta, the largest beauty retailer in the U.S., didn't have a voice in the already cluttered online beauty community. 

To put them front and center, we created a series of quick tutorials based on engaging tips that people were already searching for. Keeping them under two minutes and hosted by the voice of a friendly expert, Ulta was able to not only resonate with the audience but keep them coming back for more.

HOTELS.COM: CLAY YOURSELF

Drawing off the existing brand equity of Smart, the Hotels.com claymation character, we wanted to let users step into the fantasy world that we had created around him. We created 'Clay Yourself' where users could create their own character, choose a stage name and then record a script. Once they did, they'd enter for a chance to star in the next Hotels.com commercial.
 

Within the first 2 months we had over 1 million visits and currently over 700,000 clay avatars have been created.

CRAFTSMAN: Print and Broadcast

Created seasonal campaigns to drive brand engagement and increase retail sales in the high seasons.

U.S. Cellular: Online

U.S. Cellular wanted to increase phone sales across multiple offerings, devices, and promotions so we created independent landing pages to showcase each offer. Each was specifically designed to allow the user to find pertinent information quickly, shop, learn more, and move through the purchase funnel. 

CTR and IAR from these landing pages saw a large increase from the traditional shopping experience on the main website.

We also set out to increase sales through a simplified U.S. Cellular mobile e-commerce experience. With a less cluttered, more responsive buying experience buyers could see all their options quickly.

SEARS: Holiday

To show there are so many different ways to give during the season, we created 5 different santa personalities with video, facebook and twitter content for each. Delving into their personalities we were able to connect with a variety of consumers, and create a range of content.

MOTOROLA ACCESSORIES

We were looking for a way to speak to Motorola Retail Service Associates about accessories in an interesting and engaging way that was tailored specifically to our expert target. We created a site going head to head with the competition showing the clear difference, constantly updated with new product, videos, games and prizes.

Knowing RSAs are on the floor in-store we created a mobile site that would easily accessible for them if they needed the information at any time.

To draw interest to the site we handed out cards in the style of retro movie posters promoting the videos on the site.

We also created Motorola Trivia Takedown as a way to incentivize the RSAs to continually challenge themselves to learn more about existing and new products as well as return to site.

ALLSTATE: Seatbelt Ribbons

To promote safe driving, ribbons made out of seatbelt material were created and handed out at soccer games in Mexico.

KFC: What's Your KFC Piece?

To interact with our KFC twitter followers, we posed a simple question, along with hashtag #KFCpiece. We then tweeted back and forth with the followers to create a fluid conversation. By the end of the day we had thousands of responses and posted the results for everyone to see.

EINSTEIN BROS: Bagel Thins

To highlight just how delicious and light the new bagel thin sandwiches from Einstein Bros were, we created games, takeovers and radio and hyperbolized the lightness of the sandwiches in a funny and fun way.