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: 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.
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: go mainstream.
Athletes loved PowerBar; weekend exercisers thought the brand was too serious. After this light-hearted campaign, national grocery sales were up 12%. An accompanying radio campaign got the highest scores for a food product ever recorded by Millward Brown.
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: challenge a leader.
Positioning Copper against Vail increased skier visits 27% in a year when every other U.S. ski area posted declines. Skier days topped 1 million for the first time in Copper's history. As a result of this campaign, Copper became a desirable destination, as well as hot real estate property, and was acquired by IntraWest the following year.