Strategy | Creative Direction | Marketing
Share Kleenex Care Project
In a world of indifference, our goal was to drive emotional relevance for Kleenex, as a simple gesture of care. We created a social experiment to measure if people, when armed with Kleenex Share Packs, were more compelled to help someone in need.
​
The results were heartwarming. When presented with someone in need, people were 2 times more likely to share a Kleenex. Our social film encouraged people to use Kleenex to demonstrate care. And share they did. After nearly 2 consecutive decades of brand and category decline, Kleenex brand experienced positive growth.
Mercy Ships | MERCY
Mercy Ships operates a volunteer run hospital ship that provides free life-changing care to people in remote and impoverished communities. People, who are surrounded by poverty and illness, still shine with incredible light and dignity. Optimism, hope and beauty is what we needed to capture, to attract the ever-elusive millennial attention.
'MERCY' included PR, a live gallery event and online auction that leveraged inspiring, hopeful images of real patients. By combining mobile technology with powerful, uplifting visuals, we drove a 32% increase in donations and created an entirely new base of donors.
SCJ | #ComeCleanWithUs
Our research revealed that Canadians are learning to embrace messiness in their daily lives. So, we decided to keep it real. ‘#ComeCleanWithUs’ branded videos featured real families and their real-life messy moments. Three videos showcasing various cleaning products aired as pre-roll on YouTube and posts on Facebook.
Historically, the home cleaning category has had very low engagement scores among shoppers. Despite a limited media budget, we exceeded the category averages of click-through rates and our videos tracked more than 8 million views.
Dove | #InspireConfidence
Over a decade ago, Dove launched the Dove Self-Esteem Project. The problem was time had passed and women, now moms, had forgotten Doves’ true value of inspiring confidence and were buying based on retail value.
Our goal was to remind mom of the true value in choosing Dove, her daughter.
Through integrated media partnerships,
in-store and online activations, we successfully renewed moms love for Dove and saw a significant lift in sales.
U by Kotex | Carmilla
Dancing in fields and high-diving into a pool while wearing a white bathing suit are some of the clichés typically found in feminine care marketing. Rather than perpetuate these images, we wanted to forge a more authentic relationship with media-savvy female millennials to build brand affinity in a category where girls aren’t emotionally attached.
In just 3 months, the ‘Carmilla’ series garnered 10 million views across all 36 episodes. With zero paid media, in the 24 hours following the episode finale, #SaveCarmilla was tweeted 11.6 times per minute and generated 7.7 million timeline deliveries.
Mercy Ships |
I just bought a boat
Mercy Ships operates a volunteer-run charity hospital ship that delivers free life-saving surgical care to the world’s most impoverished. The problem: they are virtually unknown to Canadians. We needed to raise awareness with an entirely new group of donors and achieve 20% increase in donations. Who knew 43% of Canadians were boaters?
The ‘I Just Bought a Boat’ activation gave unsuspected boat-lovers, via a small donation, the chance to ‘virtually’ buy a boat and save a life. The campaign achieved over 73 million impressions and drove 93% increase in donations.
Huggies |
Baby Room by Design
The final trimester of pregnancy is a pivotal time to influence new moms as they are searching for ideas, information and what to buy for their new baby. Our goal was to reach mom early on her online research journey and showcase Walmart as the destination for all of her baby's needs, big and small.
​
‘Baby Room by Design’, our interactive and engaging online shopping destination, did just that. We captured her attention on Walmart.ca. The sales results were outstanding, garnering 127% growth for diapers and 179% growth for wipes.
OFF! RelaxoPod
Many people have reservations spraying mosquito repellent on their skin. The OFF! Clip-On provides portable protection you don’t spray on that provides head-to-toe protection for up to 11 hours. The problem was people did not believe it worked.
To dramatize the benefits of the Off! Clip-On, we hired designer duo Colin and Justin to launch this new ‘spoof’ product called the ‘OFF! RelaxoPod’. We filmed the experience, shared it online and gained a swarm of new believers and buyers.
CANVAS with ALDO
There is an Aldo store on virtually every corner of NYC and each store looks exactly the same. We needed to find a way for each store to represent these unique neighborhoods and reflect their individual shoppers. So, we partnered with 3 local street artists to hand paint white Aldo shoes that reflected the artist’s interpretation of the heart and soul of Soho, Times Square and 5th Avenue.
The ‘Canvas with ALDO’ painted glass truck created a buzz on the streets and each event served up local catering with a live DJ to create a festive atmosphere. With 3 local artists at 3 Aldo stores in just 3 days, we increased store traffic and sales.