Expand the brand from advertising in nine (9) local markets to national with no increase in media budget, and to create a brand message that would resonate with their key demographic while raising name awareness on the both coasts of the country.
First, develop a fresh creative concept that would include the use of two celebrity talents already contracted by the client and would lend itself to future growth of the storyline. Next, deploy efficient media and leverage our unique media buying capabilities to provide the brand with its first national multi-media advertising campaign. This strategy included new television and digital support tactics.
In the first three months of a campaign combining TV, radio and digital advertising, unaided awareness grew across the county and the brand grew its sales 9%; a staggering 8.1 Million YOY