Broadcast, Display, Social, OOH, Audio
Service-based businesses (think gyms, restaurants, daycares, or mechanics) are now able to advertise on Amazon—even though they don't sell goods there. Thanks to first party signals, they can connect with future customers where they shop, read, listen, and watch. This B2B offering unlocks tremendous growth for my favorite audience, small business owners.
To introduce this compelling new idea, we created a full 360 campaign, including TV, OOH, display, social media, and audio.
Organic Social, Brand Channel, Instagram, LinkedIn
A great B2B marketing strategy starts social-first, and with content that does what the algorithm wants it to do: engage with its audience and start a conversation.
For Amazon Ads brand channels, where we are frequently briefed with complex case studies and product offerings, our approach has been simple. Lean into platform-native functionality, bold graphics, trends, and dynamic motion to break the feed. Here are just a few examples.
Original Song, TikTok, YouTube, Spotify, Influencer
We all have our favorite positions. But can you hit them to the beat?
We wrote a custom music track for e.l.f.’s big lipstick launch, O Face. Then we challenged BeautyTok to perform a choreographed “lip dance” and hit those lip positions, showing how O-Face’s comfortable, wearable and long-lasting formula gives your lips the flexibility to do just about anything.
The campaign included an original song, influencer activation, YouTube Lyric Video, Spotify Homepage Takeover and audio reads on the popular “Call Her Daddy” podcast.
Branded Content, Social
In the wake of 2020’s Black Lives Matter protests and response to the killing of George Floyd, the United States found itself gripped by social change. While the nation examined institutional and individual manifestations of racism, parents searched for ways to actively talk to their children about bias, and set out to raise a generation of children who think for and beyond themselves.
“From the Start” was created to provide tools that empower all parents to talk to their kids about racial bias. Its purpose is to build a better, more inclusive and loving future for all children — right from the start.
Partner: SomeSpider Studios
Original Song, TikTok, Instagram
Gen Z loves defining themselves through different niches and “___cores”. We worked with Madewell to create a new subculture for our jean shorts-loving audience, just in time for peak summer….aka, peak jort season.
Brooklyn-based surf-punk band NEVVA created an original Jortcore anthem. Then, we made #JortCore a thing by activating a cross-platform, creator-led social campaign.
On TikTok, creators showed off the transformation of a pair of jeans into jorts to our original song. We also introduced “the Jort Report,” a street-interview style look at jort styling. On Instagram, we had them each create their own “Joto Dump” a carousel photo dump of 10 photos that showcase a laid-back day in jorts, all captured with a custom-made Madewell-branded disposable camera. Finally, influencers showed how to creatively re-use and recycle the denim scraps.
For the debut season of Netflix’s original series The OA, we took over Netflix’s Instagram stories to share one of its most terrifying moments. Then, we unlocked a highly-curated, beautifully-designed Instagram feed, one vignette at a time.
Video assets brought some of the show’s chilling moments to life, while audio clips brought the atmospheric drama of the show into the user’s hands. The social campaign included puzzles, messages, easter eggs, and hidden clues about the story — all working in tandem to create an identity and voice that transcended the world of the show.
Mobile App, Social, TV
Visa, the official worldwide sponsor of the Olympic Games, briefed us to create a global mobile-first experience that inspires fans to cheer for their favorite athletes — and launch their new brand positioning "Everywhere you want to be." We made the Everywhere Cam, an app that works with a mobile device's gyroscope to navigate 360° first-person video content of the athletes doing what they do best. The Everywhere Cam was featured on the iTunes app store, and received nods from the Shorty Awards, FWA Mobile Site of the Day, Google Creative Sandbox, Contagious Magazine and Cannes Lions.
"Nailed it": This spot was part of Visa’s rebranding and launch campaign during the Sochi Winter Olympics for their new positioning, “Everywhere you want to be.”
"Searching for it": This spot ran in the Canadian market and was translated for key regions around the world.
TikTok, Influencer
Holistic feminine care brand Rael came to us with a problem: people who bleed often aren’t educated on the individual menstrual cycle phases, and their hormonal effects on skin.
Our solution: create a TikTok faux reality tv series that personifies each phase of the menstrual cycle. We cast influencers to play the phases—menstrual, luteal, follicular and ovulation—and let them bring their main character energy to the show.
The drama kicked off with a trailer that teased the upcoming season.
Then, we released four episodes filled with all your Rael-ity tv drama needs.
Branded Content. Social, Gaming, Sneakers
ExxonMobil’s Mobil 1 is the official Motor Oil sponsor of the NBA. They asked us to create a campaign that connects basketball fans to the unseen ingredient that powers their favorite NBA players. Kinda like how motor oil powers the performance of a cars.
We worked with Bleacher Report and House of Highlights to give followers a look behind the drive of power players Julius Randall and Karl Anthony Towns (KAT), on and off the court. Interview footage paired with animated vignettes about their drive and motivation.
Then, we took it to the closet to hear about their sneaker-head passions, and partnered with prominent sneaker artist Dan "Mache" Gamache to create a custom (and extremely rare) Mobile One sneaker.
Finally, we creating a head-to-head event on NBA 2K where Julius and KAT played for a charity of their choice. The event live-streamed on Twitch, and all other content lived on Bleacher Report, House of Highlights, and across social feeds.
Branded Content, TV, Social, Influencer
Listerine launched its newest innovation, Ready Tabs, a hybrid breath mint/mouthwash that lets you chew, swish and swallow for fresher breath while on the go. To make a splash, we partnered with Sony Pictures to tap into a cultural moment — the release of the newly revamped Men In Black franchise (starring Chris Hemsworth and Tessa Thompson) — and connect with our target audience. Our co-branded campaign included an in-film integration, influencer and social activation, e-comm strategy and 15s TV spot.
Branded Content, Social
The beginning of the the Covid-19 pandemic put test drives on pause. So when they couldn’t happen in person, MiniCooper came to us with a challenge – rethink the very idea of what a test drive could be. We leveraged the target audience’s love of travel, and the wanderlust many were feeling at the end of 2020, to create a campaign that positioned the MINI Countryman as an out-of-the-box road trip vehicle.
Meet The Extra Mile, a content series (created in partnership with Thrillist) that took the test drive and pushed it to the max.
Branded Content, Data Visualization
Vanguard wants everyone to start saving for retirement, right now, or suffer the procrastination penalty—losing out on compounded savings because you’ve waited too long to invest in an IRA. We partnered with the New York Times to create interactive branded content and data visualization that shows the procrastination penalty in action.
The personalized illustrations show where you stack up against your peers when it comes to retirement savings. Input your current age, expected investment and anticipated target for retirement. Then, toggle to see the Vanguard Difference, and the power of compounding interest over time.
