Media Content Partnerships
This category focuses on efforts based on partnerships between a brand and a media owner/platform to create and activate original media content beyond traditional advertising.
Night At The Conan Studio
Surprisingly, most people still havent heard of Airbnb. We developed the Night At concept with Airbnb to offer travelers totally unique bookable experiences to boost brand awareness. In a humorous twist, we created an absurd Airbnb Night At for adventurous souls to book at Conan OBriens late night talk show studio. Through original live content, social media, PR and digital media that leveraged the full array of TBS media assets interwoven with Airbnbs, we successfully generated buzz, exceeded brand awareness goals and drove an uptick in product engagement with Airbnb.com.
Helping Women Combat Everyday Stress
Secret needed to grow share and sales of Clinical Strength ahead of the category. That meant we had to expand the clinical opportunity outside of heat and activity sweat, but how when women thought clinical deoderant is only for a specific sweating problem ? By transforming women's thinking to realize Secret can protect them against something everyone can relate to everyday stress. In partnership with Oprahs Lifeclass and life coach Martha Beck, we created a multi-touchpoint activation that offered women an everyday stress intervention, resulting in increased sales and share.
Brand: Secret Clinical Strength
Client: Procter & Gamble
Agency: Starcom MediaVest Group