Brands that connect and establish relationships with their audience’s key influencers are the ones to learn from.
Small Business Saturday
Big-box stores have Black Friday. Online mega-sites have Cyber Monday. American Express OPEN thought small, independent business owners should have their own day, too. So, they created one. On November 27, 2010, Small Business Saturday (SBS) launched with a rallying cry of Shop Small. Mayors and governors across America officially adopted the day. And, consumers embraced it in a big way, too, pouring millions of dollars into small businesses over the most important shopping weekend of the year. American Express shop owners scored double-digit sales increases. Suddenly, small business was anything but small.
Brand: American Express OPEN
Client: American Express Company
Kimberly-Clark "Break the Cycle"
Did you know 7 out of 10 girls are more comfortable saying penis than vagina? The U by Kotex* campaign set out to change this kind of awkwardness that girls face about their bodies and periods. We broke through to teenage girls with honesty and humor sparking a healthier conversation with them on our social channels - a category first. All 2.3 million YouTube views, 2 million+ site visits and 110 million social channel impressions helped change the discussion around periods and vaginal care, while exceeding our expectations by 100%.
Brand: U by Kotex
Client: Kimberly-Clark Corporation
Agency: Organic, Inc.
VAPOR X:60 Stick
Bauer was sold by Nike and lost the marketing power of the Swoosh. Our challenge was to reignite players around the Bauer brand and take the ice with our first non-Nike Bauer stick. We turned to one of the most unlikely sources to help us out - a lowly, and extremely cranky, rink manager named Carl. By creating an ongoing virtual beef between Carl and the players at the core of our brand community, we sparked a movement that helped Bauer become #1 in sticks for the first time ever.
Client: BAUER Hockey, Inc.