DermaWonder's new Dermatase™ Skincise™ line of serums, sun protection, and cleansers offers advanced plant-based preparations for all skin types, but the regimens only work when they're applied consistently. DermaWonder saw an opportunity to combine education and marketing when our research revealed that many consumers wanted to take advantage of new advances in skin care, but either didn't know the best ways to approach their specific skin problems or didn't use the products they bought. The "Confused" spots focused on individuals who represented archetypes of skin problems common to women of various ages, and showed how simply they could establish and maintain a routine—and how much they appreciated the results.
DermaWonder's new Dermatase™ Skincise™ line makes good on the skincare powerhouse’s promise to offer natural products with superb results. Our research showed that skin care consumers responded positively to messaging that helped them understand and apply the right approach to achieve beautifully clear skin. The "Unlock the Secrets" campaign showcased and explained some of the critical ingredients of superior skincare formulations, and positioned the brand as a resource as well as a product line. The approach focused on results, telling the real stories of diverse women who succeeded in reaching their skincare goals.
Fashion giant LeStrège stands alone among its peers for two reasons: Visionary design, and a price range from affordable to exclusive within a single line. For the looks in its newest collection, called Black Is the New Black, we picked up on a consistent thread among the comments from our focus groups, who told us that "These clothes look like me."
The minimalism of the designs, quality of the fabrics, and versatility of the garments gave consumers the feeling that LeStrège designed these pieces just for them, and reflected their fashion sense and statements. Shot entirely in black and white, and featuring extreme closeups of fabrics, finish work, and stylized silhouettes, the campaign homes in on what makes these clothes special.
Along with broadcast, we implemented print ads, an online push, and a direct-mail campaign that targeted regular shoppers at LeStrège's boutiques in major and medium markets, as well as frequent shoppers on the client's website.
Modèle Heureux's 2020 fashion line features a radical take on seasonality, with pieces in all of the four seasonal groupings designed to contrast, harmonize, and coordinate with each other. As word of the new looks spread on social media and in the fashion press, we suggested that Modèle Heureux show the seasonal inspirations for the clothes, not the clothes themselves. We based this approach on research that shows one striking aspect of Modèle Heureux customers' adherence to the brand: They buy the label, not the look. Broadcast creative for this campaign features scenes that conjure up seasonal beauty, accompanied by music composed expressly for these spots—which engendered so much attention that Modèle Heureux released it on streaming music sites.
Modèle Heureux designed the four-season "Jeune" line with a youthful flair (hence the name) and the timeless elegance that is its hallmark. The fact that all four seasonal collections fit together—and the focus on extending the size range through plus sizes—made the 2020 clothes hotly anticipated. We seeded some of the items among a carefully selected group of influencers, including small-market bloggers as well as high-profile celebrities, and encouraged them to have fun. The resulting selfies only appear in the social-media campaign, not in broadcast, but they created some memes that continue to pop up spontaneously on major social channels.
Survey data from 2019 show that 67% of U.S. households include at least one pet. Although 63.4 million households have dogs and 42.7 million have cats, 94.2 million cats outnumber 89.7 million dogs because cat lovers often adopt multiple felines.
Our study of Plective Insurance's current customers and recent prospects revealed that 49.2% of them have at least one cat. In keeping with Plective's desire to expand the visibility of its pet-insurance offerings and also reach more new homeowners and renters, we proposed that Plective target cat-loving families with a campaign led by broadcast creative.
The message: Want to be peaceful and carefree like the cats in the "No Worries" campaign? Become a Plective Insurance customer.
Plective Insurance wanted to promote its pet policies, and target both new homeowners and home renters. With research showing a dominant percentage of cat guardians among customers and prospects, we built our "No Worries" campaign around feline imagery.
Although the first few cats we pictured in our creative were animal actors, we later expanded this campaign to include customers' pets, profiled in social media and on Plective's website. The funny videos we solicited through social media helped raise the visibility of Plective's media channels by an average of 17% during the campaign, and fed directly into Plective's annual commitment to animal welfare.
Préposteresse introduced new Langage de Beauté™ Skinthetique™ mascaras, concealers, and foundations with all-natural, organic minerals and pigments that provide built-in sun protection. To help Préposteresse highlight how easily consumers could use the line's patented new packaging and applicators, we built broadcast creative around groups of dancers, and showed them using the products while engaged in intricate routines. The "Groove (Ballet)" spot centers on an élite group of ballerinas from a major metropolitan dance company, and takes full advantage of their aesthetically charged athleticism to make its point with a big dose of humor. (Note that we shot this campaign before the onset of social distancing.)
For Préposteresse's new Langage de Beauté™ Skinthetique™ mascaras, concealers, and foundations with all-natural, organic minerals and pigments that provide built-in sun protection, we highlighted new easy-apply packaging with broadcast creative featuring dancers using the products. In "Groove (Nightclub)," we created the look of a crowded nightclub dance floor, with professional dancers playing the on-camera roles. (Note that we shot this campaign before the onset of social distancing.) The campaign mixes great dance routines with humor to make a point without the melodrama that accompanies much of the work for cosmetics.
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