Pinnacle/Central Garden and Pet (CPG)

Situation:

CPG wanted to increase brand awareness through sampling efforts in a unique and interesting way in key markets.

Solution:

Developed the Pinnacle To The People mobile tour, the first-ever Pinnacle Pet Nutrition dog food tour, designed to increase brand awareness of Pinnacle Pet Nutrition in the brand’s six key markets, encourage consumers to make a purchase and become loyal Pinnacle customers, and introduce Pinnacle Pet food through sampling.

Results:

  • Interacted and engaged with thousands of people in six key markets increasing brand awareness substantially
  • Over 1 million impressions generated during the tour
  • Approximately 5,000 sampling efforts with over 30 on-the-spot product purchases on the tour
  • Social media (Facebook and Twitter) spike on both platforms the first week after the tour launch date
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Petco – Think Adoption First Care & Savings Program

Situation:

Petco believes that every pet deserves a loving home. With so many great pets in shelters and rescues, Petco encourages people to adopt whenever possible. Petco partners with Petfinder.com, holds adoption events in 1,100+ stores nationwide, has a special savings program for adoptive pet parents and has helped the Petco Foundation raise millions of dollars and helped millions of pets find their forever homes as part of Petco’s Think Adoption First Initiative.

Solution:

  • Created a cross-functional special savings and care resources for pet parents who adopt, Think Adoption First Care & Savings Booklets which consist of 50% off select dog/cat food and 10% – 50% off supplies
  • Developed in-store adoption events including monthly National Adoption Weekends in all stores
  • Implemented national and local marketing efforts to increase awareness and encourage pet adoption

Results:

  • Increase in monthly pet adoptions
  • Monthly average of 30% new Petco loyalty program members
  • Millions of monthly public relations and social media impressions
  • Increase in store traffic and sales
  • National and local advertising and awareness campaign

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Petco – National Adoption Reunion

Situation:

Petco wanted to celebrate and highlight Think Adoption First, the essence of who and what Petco stands for – the soul of the brand.

Solution:

Petco’s National Adoption Reunion invited anyone who has ever adopted a pet or supports pet adoption into Petco stores or online to celebrate pets as well as the organizations that make pet adoption happen. Extensions of the celebration also included a sweepstakes and major media event which took place in New York City at Central Park’s Naumburg Bandshell.

Media Event:

  • Festival environment with vendor and partner booths and adoptable pets
  • Cause component with major donation presented by the Petco Foundation to the Mayor’s Alliance for NYC’s Animals
  • Guinness World’s Record challenge by inviting the most pet parents to gather with their adopted pets in one location
  • Free celebration concert for attendees by Sony Music Entertainment artist Gavin DeGraw

Results:

  • Best Petco adoption weekend performance ever (4,453 adoptions in two days)
  • Combined two-day sales increase of 9.1%
  • Over 50 million PR impression plus millions of social media hits
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The Weather Channel

Situation:

The Weather Channel wanted to create impactful, captivating and memorable on-the-ground experience by driving brand awareness of The Weather Channel’s participation in Advertising Week, the world’s premiere annual gathering of marketing and communications leaders each year in New York City.

Solution:

  • Developed the “We’ve Got You Covered” campaign by staging in-market teams at designated locations that act as a ‘human canopy’ as they held up The Weather Channel branded umbrellas, to form a canopy/awning, as participants walked into an Ad Week session. Teams wore a branded t-shirt that said “We’ve Got You Covered – The Weather Channel (logo)”. Branded umbrellas were distributed to Ad Week attendees at the end of select sessions.
  • Morning TV Shows were also targeted to gain additional exposure

Results:

  • This was a well thought-out execution with a short lead time that turned into an impactful brand awareness event that positioned The Weather Channel in the spotlight
  • Event attendee/consumer interaction was extremely positive
  • Garnered visibility on top-rated morning show, TODAY
  • Celebrity Moments: Photo of TWC brand ambassadors with Katie Couric outside New York’s Times Center
  • Hundreds of thousands of impressions at the event and throughout the City

Park Place Lexus Mission Viejo

Situation:

Park Place Lexus Mission Viejo needed to build dealership awareness with its core target audiences in South and Southeast Orange County.

Solution:

Developed a comprehensive community and media outreach and event marketing plan to help Park Place Lexus Mission Viejo maintain its visibility and position the dealership as a leader in the community for years to come.

Select efforts included:

  • Dealership Launch Party
  • Product Preview Events
  • Event Sponsorships
  • Partnerships
  • Media Merchandising
  • Promotions

Results:

  • Increased positive exposure through GM and dealership
  • Millions of PR impressions
  • Increased highly-targeted traffic in dealership/service
  • Increased goodwill and perception of dealership