Strategy: exploit liberal guilt.
Marin, the wealthiest county in California, has far more poverty than anyone realizes. We attacked inequality to bring in new donors; many wrote checks.
Strategy: be authentic.
A print campaign introducing their winemakers turned around a three-year sales decline. Beverage Dyamics named Woodbridge comeback brand of the year.
Strategy: create laptop envy.
Surrounding road warriors in airports and in-flight magazines sold out the first year’s inventory in six weeks. This was Sony's most successful computer launch and it was all done with a budget of under $2 million.
Strategy: extend a brand.
Spotlighting the 10,000 applications written for Palm boosted unaided brand awareness 19 points. As a result of this campaign and the campaigns which followed, Palm continued to be a market leader in handheld computing for the next several years.
Strategy: combat unconscious racism.
At the end of the 2008 presidential campaign we worked with the Tides Foundation. In a few key swing states, up to 8% of Democratic voters were having trouble voting for the black candidate. Research showed that making them aware of their biases could change their minds.
Strategy: make news.
Breaking category stereotypes led to one of the most successful magazine launches in Condé Nast history. The campaign took an editorial approach rather than simply reflect the magazine's demographics.