grow marketing capabilities
TRANSCRIPT
Grow crafts compelling and
relevant brand experiences that
forge emotional connections,
fuel loyalty and build communities
of brand advocates.
m a r k e t i n g
Traditionally, most consumer packaged goods
companies market from the top down. However,
when you star t to think of the fact that two-thirds
of consumer goods sales are influenced by word of
mouth traffic, that most consumers find out about
new products through family and friends even more
so than adver tising and in-store display, then you
awaken to the fact that to really motivate these
consumers to actually go out and purchase a
product you have to make them feel like it is a
par t of their life , that they are really passionate
about it, that they want to actually pass along
the message to their family and friends.
Frank Cooper
Vice President of Portfolio Brands, Pepsi-Cola North America
FOX Business News, “Money For Breakfast” March 14, 2008
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what we do
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We call our blended approach of non-traditional marketing and publicity the
4th Discipline — complementing traditional advertising, in-store and online.
publicityexperiential marketing
influencermarketing
mobile tours
pop-up stores & experiences
special events
strategic partnerships
word of mouth campaigns
influencer/brand ambassador
programs
loyalty programs
comprehensive, traditional campaigns
blogger/media relations
social media campaigns
media training & tours
message development
publicity stunts
Experiential marketing places
brands directly into consumers’
worlds by creating immersive
experiences that amplify brand
personalities and traditional
advertising campaigns.
Grow creates everyday influencer
programs that fuel peer-to-peer
recommendations by leveraging
the way people naturally give and
receive information and share
brand preferences.
Our approach to publicity is to engage
those who shape brand perception, from
industry commentators and traditional
media to bloggers and online editors,
to secure objective endorsements that
provide unbiased credibility.
use us for use us for use us for
full-service solution
strategic partner production
measurementcreative resource
secret weapon
to help solve what
keeps you
up at night
one hand
from inception
to completion
proof is in
the pudding
style and sensibility
• Start at the end – design
programs based on goals
• Mine for secret sauce in brand DNA
to create an emotional connection
• Uncover and leverage existing
opportunities and campaigns
• Collaborate closely with internal
partners and external agencies
• Build cost-effective solutions
• Deliver flawless, thoughtful,
cost-effective production
• Activate high-touch programs
• Ensure seamless experience for client
• Implement consistent vision and tone
• Build customized program metrics
• Blend qualitative and
quantitative measures
• Capture consumer data and intel
• Ground creative in strategic
foundation – marry style
with substance
• Infuse distinct aesthetic
and tone with each program
• Develop creative that
has the power to stop
and engage consumers
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7 8
Non-traditional marketing deeply connects with consumers
in ways other media cannot:
• Reaching a highly-targeted segment to fuel the many
• Driving action – trial, purchase and loyalty
• Collapsing the adoption curve through deep engagement
maximum impact
power of the influencerSince Grow’s 2001 inception, we have built a proprietary
influencer network across the country.
We tap into our vast and cultivated system to build
customized programs for each client.
We have the power to quickly ignite authentic brand
recommendations in every major market amongst a
broad range of demographics.
second generation indus
try st
anda
rd -
bra
nd p
ass
alo
ng t
o 4
fri
ends
leads to 60,000 total
activ
e qu
alif
ed b
rand
intr
od
ucti
ons
deep one-to-one introductions with
1,000 hand picked influencers
industry sta
ndard -
bran
d pa
ss a
long
to
15 f
rien
ds
minimum wastage
When we introduce 1,000 target-right consumers to a
product, they have the power to recommend that product
to 60,000 in their extended network.
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clients
ABSOLUT ART.COM AXIOM LEGAL BANANA REPUBLIC BARE ESCENTUALS BIONORICA/ SINUPRET BIRKENSTOCK BLANC DE CHINE CAFÉPRESS CALIFORNIA OLIVE RANCH CONDÉ NAST PUBLICATIONS DANGER/T-MOBILE SIDEKICK DOCKERS ELF ISLAND ESTÉE LAUDER EXPRESS FIREFLY MOBILE FRS HEALTHY ENERGY GAP INC. GAP JAPAN INTUIT JAMBA JUICE JANSPORT JIM STENGEL LLC KAISER PERMANENTE LEVI’S LVMH LYCOS MARS MERIAL METHOD OLD NAVY OSHKOSH B’GOSH PEEK PEPSI-COLA NORTH AMERICA/TAVA PIPERLIME PROPEL ROBERT MONDAVI SALON SELECTIVES SIERRA MIST SMITH & HAWKEN THE BALVENIE VISA WONDERBRA ZAFU.COM
Grow has one of the most innovative and dynamic approaches to marketing in the industry. Simply put, they get that the consumer is in control and they know how to help brands tap into that conversation. Many new agencies are trying to follow, but no one has cracked the code like Grow.
Jeremy Miller
Communications Director, TBWA Worldwide
Managing Director, TBWA\Amplify
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2008 PRSA SILVER ANVIL AWARD, CONSUMER TECHNOLOGY 2008 WARRILLOW AWARD, BEST SMALL BUSINESS MARKETING CAMPAIGN 2008 STEVIE AMERICAN BUSINESS AWARD, BEST PR CAMPAIGN 2008 EX AWARD SILVER WINNER, BEST MULTI-VENUE EVENT 2008 PLATINUM AND GOLD HERMES CREATIVE AWARDS: EVENT MARKETING, MEDIA RESPONSE, PR CAMPAIGN AND DESIGN 2008 GOLD BULLDOG PR AWARD, BEST CONSUMER WEB SITE PR LAUNCH 2008 MAGELLAN AWARD SILVER WINNER, CONSUMER PRODUCT COMMUNICATIONS CAMPAIGN 2007 SILVER MAGELLAN AWARD, CONSUMER PRODUCT COMMUNICATIONS CAMPAIGN 2006 STEVIE AWARD, BEST MARKETING ORGANIZATION 2006 SILVER INTERNATIONAL DAVEY AWARD, MARKETING 2006 BRONZE ANVIL AWARD OF COMMENDATION 2006 BRONZE BULLDOG AWARD, NEW PRODUCT LAUNCH, CONSUMER CATEGORY 2006 COMMUNICATOR AWARD, MARKETING, PROMOTION, CAMPAIGN 2006 COMMUNICATOR AWARD, PUBLICITY CAMPAIGN 2006 KID POWER AWARDS, BREAKOUT MARKETING, CAMPAIGN OF THE YEAR
recognition
I would highly recommend Grow to any company that is looking to reach their consumer in new and surprising ways. They build their programs on very strong consumer insights, combine these insights with creativity and excellence in execution to deliver effective viral programs. Additionally, they have proven their ability to seamlessly work with other agencies.
Nancy Friedman
Vice President, Advertising
Visa USA
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grow founders
cassie hughes co-founder, strategy director
Thoughtful and forward-thinking, Cassie naturally
and effortlessly drives the strategy side of Grow.
Her holistic approach ensures that all needs, both
from a client perspective and customer experience,
are seamlessly integrated. She has a laser sharp focus
ensuring the overall strategy and essence of every
program supports the end goals and objectives.
Clients and her team rely on her to craft campaigns
that garner national press, generate awareness
and sales and get the industry to appoint awards
and accolades.
Cassie launched Grow with close to 15 years of
marketing and publicity experience with some of the
top brands in the country, including Levi’s, Esprit, Pepsi
and Visa. Her expertise ranges from marketing and
publicity strategy to creative development and program
management for a variety of consumer segments.
gabrey means co-founder, creative director
Gabrey is experiential in and of herself, which is why
it is no surprise that she leads the way at formulating
award-winning ideas that break through to the
consumer and media. Her boundless creative ideas
and infectious energy are grounded by client
objectives and real-world application. Touching
everything from technology to cosmetics, Gabrey has
the unique ability to give brands a lifestyle point of
view and find that common chord that emotionally
connects with all consumers on a macro level.
Prior to launching Grow in 2001, Gabrey worked
for a myriad of brands, such as Banana Republic
where she created the lifestyle voice for the company.
At GQ Magazine she served as the in-house creative
charged with developing co-branded programs to
draw in like-minded advertisers.
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Grow is the kind of agency you dream about — they make you better by pushing your thinking, bringing you new and unexpected marketing approaches and delivering great execution.
Brian Dennehy
Vice President, Marketing Small Business Division
Intuit
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Grow has become a key strategic partner for Pepsi-Cola North America in the development of one of our critical new trademarks. In every respect, Grow represents the future of marketing: engaging consumers in compelling, meaningful experiences. Moreover, every step of the way, they’ve delivered unique, innovative solutions with an eye toward bottom line impact. Our new mantra says it all: seed, nurture, GROW!
Frank Cooper
Vice President of Portfolio Brands
Pepsi-Cola North America
“
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case studies
initiative
To hit the 20-something target with precision to fuel brand
awareness and advocacy through efforts around the brand’s
new flavor Sierra Mist Ruby Splash, Grow crafted a 360°
campaign to surround consumers.
On the ground teams infiltrated markets with an array of
different program elements to get the product in the hands
and mouths of shiny, optimistic, urban-minded consumers
everywhere, making it the soda of choice among those who
welcome joy and the unexpected.
results
• Infiltrated and owned 3 markets with 120+ total
days of in-market activity
• Hand delivered product and tools to spread the
word to 300 influencers and their networks directly
touching 5,000 qualified consumers
• Seeded 75 lifestyle venues with month-long
on-site presence
• Conducted 8 days of guerilla-style sampling at
target-right locations and event series
• Distributed 252,000+ cans of Sierra Mist Ruby
Splash to the qualified target
sierra mist
17 18
initiative
To introduce and make the Wonderbra brand relevant to a
new target of 20-something women and fuel peer-to-peer
recommendations, Grow brought the lingerie label to life in
a way that highlighted the brand’s personality.
The immersive and sexy Wonderbra Lounge popped up
among nightlife hot spots across the country and drove traffic
and incremental sales to Macy’s.
results
• Hand delivered invitations and retailer bouncebacks
to 40,000+ target-right consumers
• Changed the perception of the Wonderbra brand for
4,000+ target-right women who left wearing the product
• Partnered with like-minded brands to fully complete the
lifestyle aspect
• Secured millions of media impressions in each market in
print, radio and broadcast
wonderbra
19 20
initiative
To create awareness around German based Bionorica’s Sinupret
for Kids Syrup U.S. launch and beyond, Grow designed and
implemented an aggressive multi-layered campaign to reach
healthy-minded moms and those who directly influence their
health related purchasing decisions.
The campaign included mom influencer seeding, a like-minded
mass sampling tour with Disney on Ice and publicity outreach.
The nationwide campaign was highly successful and the
breakthrough brand forged emotional connections with
consumers that fueled awareness, trial and peer-to-peer
recommendations.
All efforts collectively drove purchase and resulted in a pull
from the marketplace for a product without any previous
recognition stateside.
results
• Realized 38% increase in sales in activated markets
• Reached 135,000 highly-qualified mom influencers
with product, information and tools to spread the
word to their networks
• Activated a mobile tour for 86 days in 20 markets
with personal brand introductions to 134,000+
target-right consumers
• Secured 140+ million media impressions via print,
TV and radio
sinupret
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initiative
To re-launch Propel, Pepsi’s enhanced water brand, Grow
crafted a multi-layered campaign to surround the target at
crucial touchpoints: as they commute, run errands and shop
with friends.
On the ground teams creatively introduced the product to busy pro-
fessionals who thrive on checking off their “to-dos.”
As a result, an entirely new consumer segment experienced the
product firsthand and the brand’s promise of making things easier,
enhanced and more enjoyable.
propel
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results
• Sampled product for 30 days at target-right commuter hubs
and neighborhood hot-spots
• Provided 160+ everyday.propelled. crew personal assistant
services to target-right influencers, social media mavens and
radio promotion winners across the country
• Infiltrated and seeded product in 150 local errand haunts for
1 month with eye-catching displays
• Sampled product and provided enhanced shopping services
(package transport, styling sessions) in target-right malls for
9 days
• Distributed 330,000 bottles and 738,000 bouncebacks to
the qualified target along with a unique and memorable
brand experience
24
initiative
To bring the Gap Pretty Khaki advertising campaign to life
at launch, Grow blanketed Tokyo, one of the world’s fashion
centers, with an innovative, high-touch marketing program.
Grow hand selected hundreds of models that took to the streets
of Tokyo’s key shopping districts and distributed individually
wrapped fresh flowers accompanied by special offers.
The program changed consumer perceptions of the brand
by surprising and delighting the target audience using an
unconventional technique for a mass retailer.
results
• Touched 200,000+ target-right consumers through
flower and special offer distribution
• Increased store traffic and sales significantly
• Garnered millions of additional impressions
through bystander and passerby traffic viewing
this compelling, living advertisement
gap japan
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initiative
To create an emotional connection and get influencers with
sophisticated tastes talking about and calling Level, Grow
developed a series of in-home, intimate cocktail parties
known as Level Experience.
The first-of-its-kind program brought hosts and guests out
of the bar and deep into the brand.
Influencers were turned into brand advocates that ignited
conversation, consumption and distribution.
results
• Produced 120 personal in-home gatherings in target-rich cities
• Introduced 3,400+ influencers to the brand through an intimate
and high-touch experience
• Garnered millions of media impressions through print and online
content that was achieved by hand selecting several influencers
who were affiliated with the press
level
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initiative
To launch Firefly Mobile, the first mobile phone for kids, Grow
developed an in-depth, non-traditional marketing program to reach
parents and tweens in every major market across the country.
The program included a 36 city mall tour, an intimate celebrity
event and partnerships with like-minded brands such as Major
League Baseball, Loews Theaters, Scholastic and Nickelodeon.
The PR component launched with industry analyst briefings,
followed by a major market press tour.
results
• Created 2+ billion consumer impressions from tours, sponsorships and
PR which included placements in: The New York Times, The Wall Street
Journal, USA Today, Newsweek, O, The Oprah Magazine, NBC Today
Show, CBS Early Show and hundreds more
• Executed a 36 city tour during the critical back-to-school and holiday
time frames
• Demoed nearly 250,000 phones in Loews movie theaters in 5 major
markets across the country
• Partnered with Major League Baseball to reach the target-right
consumer resulting in millions of impressions in and out of stadiums
• Generated interest from 4 times as many retailers than planned
• Won 8 marketing and PR awards including
2006 Silver International Davey Award, Marketing
2006 Bronze Bulldog Award Winner, Best Consumer Product Launch
2005 Magellan Award, Top 50 Communications Campaign
firefly
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initiative
To drive awareness and downloads of QuickBooks Simple Start,
Grow evolved the technology giant into the small business champion
through the development and execution of a highly successful
integrated national campaign.
Just Start urged business dreamers and doers to enter a sweepstakes
that could score them the seed money needed to do their own thing.
Additionally, the online experience provided countless opportunities
to download the free software, as well as several resources to help
them get their business up and running quickly and successfully.
To bring the online experience to the real world, Just Start Studios
popped up in highly trafficked commuter hubs in top markets to
touch and guide the target to achieve their entrepreneurial aspirations.
results
• Facilitated hundreds of thousands of consumer downloads
and exceeded brand goals
• Touched 131,000+ consumers via the Just Start Studio
• Garnered 22+ million consumer impressions through the living
breathing Just Start billboard truck which traveled the country
• Received thousands of contest entries surpassing brand expectations
• Lifted retail sales as a result of pop-up markets
• Reduced national online customer acquisition price by half
due to increased search engine awareness
• Won top place marketing awards
2008 Warrillow Award, Best Small Business Marketing Campaign
2008 PRSA Silver Anvil Award, Marketing Consumer Technology
intuit
31 32
initiative
One campaign component pulled traffic into stores via intimate
events for hand selected influencers and their friends who received
customized consultations, exclusive brand access and tips and tricks.
To acquire brand look-alikes to evangelize the brand and spread
the word to their inner circle, Grow crafted a two-pronged pilot.
Concurrently, the store experience was pushed into market via the
bareMinerals Boutique Roadshow that popped up at target-right
events to engage and educate the like-minded consumer via color
matching, knowledge sharing and on-site sales.
results
• Increased sales by 22% during in-market activity
• Gave 4,000+ one-to-one consultations to the qualified target
• Garnered brand insight and intel directly from consumers
• Realized additional value-adds as a result of publicity opportunities
that organically emerged as a result of in-market presence
bare escentuals
33 34
initiative
To launch Pepsi’s new trademark Tava, a zero calorie
sparkling beverage, Grow created an immersive
grassroots campaign to drive awareness and trial
within a highly targeted segment.
The campaign was a three-pronged approach that
continually touched and naturally surrounded consumers
personally in their homes, at work and in their free time
through custom-crafted experiences.
results
• Realized 18% brand awareness in grassroots program
markets versus 3% in non-grassroots program markets
• Activated 600+ customized events across the country
• Traveled to 8 major markets via National Open Your Tava
mobile tour that touched 100,000+ qualified consumers
• Ignited 8+ million peer-to-peer recommendations
• National press touting unique marketing approach,
New York Times and NPR
tava
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