WashU OLIN

EMBA 40th CAMPAIGN

BRAND AWARENESS THROUGH NON-TRADITIONAL MEDIA

The WashU Olin Executive MBA program celebrated its 40th anniversary in 2023. To build excitement and engage with alumni, several events and touchpoints were organized throughout the year. This included 3-5 “quick-byte” sessions with in-person and virtual attendance options as well as a weekend celebration with multiple formal events, speaking engagements, and an off campus gala as the culminating event. Targeting EMBA alumni, faculty, staff and key stakeholders, the WashU Olin team wanted to build additional brand awareness in the St. Louis region and bring EMBA alumni together to network, engage and strengthen the community. The first key deliverable was to provide a strong brand identity for the anniversary celebration. G/L concepted and developed a dynamic logo mark that emphasized the milestone and bridged the connection between WashU Olin, St. Louis and its global network of alumni and industry leaders.In addition to the branded logo mark, G/L developed a brand anthem video, :30 video testimonials with key alumni, digital and social campaign creative, and interactive out-of-home placements including digital kiosks and animated airport boards.

In addition to the branded logo mark, G/L developed a brand anthem video, :30 video testimonials with key alumni, digital and social campaign creative, and interactive out-of-home placements including digital kiosks and animated airport boards.

THE CAMPAIGN WAS A RESOUNDING SUCCESS

Buzz and excitement was built around the anniversary for the prestigious EMBA program. Alumni and the community rallied around the milestone, celebrating WashU Olin’s roots in St. Louis and its connection through a global network of alumni leaders that have made an impact.

 

 

LINCOLN ELECTRIC

WELDMAS CAMPAIGN

THE PROBLEM

The retail division of Lincoln Electric engaged Geile/Leon Marketing Communications, their social media marketing partner, to help them promote their Eagle™ 10,000 Plus welding machine. They wanted their audience to know that Lincoln Electric retail offers this high quality welder/generator that will help them get the job done, and whether they win the grand prize or buy one out of pocket, the investment will pay for itself. 

THE SOLUTION

G/L developed a campaign to not only amplify brand awareness and increase our follower count across our social platforms, but to also enhance consumer loyalty to Lincoln Electric retail. By offering a high-ticket item such as the Eagle™ 10,000 Plus and allowing users to submit an entry every week, our followers stayed tuned in and locked in to our content whenever it appeared on their feeds. The contest was simple—for 18 weeks, we encouraged users to submit their entry form via our microsite. Included in the entry form was the user’s email and a few questions about their welding experience and habits. This not only allowed us to drastically increase the email database, but also allowed us to gain additional insights into our most engaged users, which we continue to use to craft marketing campaigns and overall messaging that resonates with our followers.

THE RESULTS

This was Lincoln’s most successful giveaway campaign thus far, blowing all benchmark metrics out of the water. We received thousands of entries which grew the existing email list by more than 30%. We were able to reach more than 340,000 users, receiving close to a million impressions. The leads stemming from the amount of users resulted in a conversion rate of 9.43%. Benchmark conversion rates for the retail industry, according to WordStream, are 3.26%.

COMPANA

FLOCK PARTY FEED CAMPAIGN

TIME TO RUFFLE SOME FEATHERS

G/L helped with the development of the original brand architecture and presentations that lead to Flock Party having a presence on Tractor Supply Company shelves across the country. It was a blast for this brand to come full circle and work on a new seasonal promotion. This fun and edgy campaign focused on promoting Egg Maker Pellets & Crumbles. This playful concept reinforced a meme-able campaign theme and attention-grabbing creative with large, bold graphic treatments. By using mixed media with both real imagery and illustrations, this is a look that reinforces the preexisting creative style of the Flock Party brand, including fonts and general visual language, as well as expanding upon it.

Consumers loved the new campaign and its cheeky, fun execution made it heavily shared and provided sales support and visibility for the brand.

COMPANA

FRUITABLES SPREADS LAUNCH CAMPAIGN

challenge

Fruitables developed a new line of delicious & creamy nut butters for dogs. The new Fruitables Spreads are one of the most versatile dog treats on the market. Compana partnered with Chewy to launch the new line who even carved out a new “indulgent” section of their website specifically for the new line of Spreads.

G/L was tasked with concepting and creating a memorable launch campaign that would put Fruitables Spreads on the map, educate consumers on how to use Spreads and provide Compana Pet Brands and Chewy with effective and attention-grabbing creative to support the launch.

solution

The most unique attribute of Fruitables Spreads is its versatility as a treat—it’s spoonable, spreadable, bakeable and freezable. We wanted to elevate and enhance all the versatile ways to feed your dog Spreads and focus on this key USP with our concept by playing off our unique brand name and highlighting all the “ables” that come with treating with Fruitables Spreads. Through vivid use of colors, exciting transitions and unique points of view, G/L illustrated all the countless, playful ways that pet owners can enjoy Spreads with their pups.

G/L created social campaign elements (including static, carousel and video creative), a cohesive landing page experience as well as video ads in a variety of formats optimized for social media.

results

The clients are thrilled with the end product and had this to say:
“AWESOME WORK! We LOVE where we landed with the new Fruitables campaigns & can’t wait to run with it!”
– Meghan Struttmann, Senior Brand Manager
Compana Pet Brands

While the campaign is still in its infancy, early results have indicated excellent performance and positive feedback from consumers. As the campaign continues, we will update our case study to include metrics once they are shared.

COMPANA

FRUITABLES BRAND AWARENESS CAMPAIGN

THE CHALLENGE

Many consumers have not heard of Fruitables Baked Treats and Skinny Minis, yet the brand plays well in a growing category and offers on-trend and excellent nutrition for pets. Our challenge was to help introduce pet owners to Fruitables with an awareness campaign that leveraged the “core” flagship products, Baked Treats and Skinny Minis, and emphasize what makes the brand unique and better than other treats.

THE SOLUTION

G/L developed a new concept that would increase brand awareness, recognition and visibility among key consumer segments. Leveraging the unique brand name and showing all the fun fruit and veggie flavor combos that pets go crazy for, the “Pets So Lovable Deserve Fruitables” campaign was conceived.

With adorable pups, clever transitions and vibrant colors this approach made for an exciting and attention-grabbing campaign. G/L created social campaign elements (including static, carousel and video creative), a cohesive landing page experience as well as video ads in a variety of formats optimized for social media.

THE RESULTS

While the campaign is still in its infancy, early results have indicated excellent performance and positive feedback from consumers. As the campaign continues, we will update our case study to include metrics once they are shared.

URSULINE ACADEMY

BRAND REFRESH

CHALLENGE

Ursuline Academy is a private, all-girls Catholic college prep high school for young women located in Kirkwood, MO. After experiencing a steady increase in enrollment over the last couple of years, the marketing and admissions teams wanted to build on their momentum by creating a new verbal and visual brand story that would support the 2023-2024 school year and provide launch pad for its 175th anniversary celebration.

SOLUTION

The Ursuline rebranding effort began with G/L’s brand discovery and development process. First, we reviewed 2023 market research conducted amongst faculty, students and parents to establish a baseline of existing community perceptions about the school’s brand in the market. Using those insights, we conducted a discovery session with admissions and marketing staff, educators and leadership to uncover their absolutely unique selling point: Ursuline Academy is the school that welcomes each individual student to come as they are and creates a personalized educational, social and spiritual path that empowers them to become who they want to be.

RESULTS

The new Ursuline Academy branding and subsequent “All Paths Lead to You” marketing campaign launched in August 2023. The look and messaging supported the new brand position by literally putting students at the center in creative, featuring portraits of actual Ursuline Bears to show how the school celebrates the contrasting range of personalities and passions that make up its community. Altogether we communicate that, no matter who you are, you belong at Ursuline.

To support the launch, G/L developed a range of branded communications, including updated brand guidelines, a new admissions brochure and video, paid social media creative, and a comprehensive communications plan for the 2023-2024 school year.

Thus far, the new Ursuline branding has been received with great excitement from the school community—students, parents and coworkers alike! “I also want to let you know that our experience with your team has been fantastic and the end result is outstanding! Please let everyone involved know that we’re thrilled with it AND excited to get out there and use it AND proud of it!!!” – Peggy Slater, President, Ursuline Academy

COMPANA

ACCUBITES CAMPAIGN

CHALLENGE

Horse owners often feed multiple kinds of supplements that all look the same in the bucket. Manna Pro wanted to introduce a new supplement to the market that had all of the nutritional aspects for performance, but with the appealing attributes of a treat. Two products were being introduced and needed marketing support: Replenish, a supplement designed to rehydrate your horse after a challenging workout, and Radiance, a supplement formulated to support a healthy coat and hooves. A key differentiator of these products is the unique shape of each supplement. After each feeding, these unique shapes easily indicate to the horse owner what their horse has or has not eaten.

SOLUTION

Geile/Leon was challenged to create awareness and consideration of the new AccuBites supplement by developing a visual look/feel that incorporated brightness, high energy and vibrancy into the executions to cut through the clutter on crowded social media channels. Building off of the unique shapes of the supplement, G/L concepted and developed the “Power in Plain Sight” campaign, making it easy for consumers to see what makes AccuBites stand out from other supplements.

RESULTS

The AccuBites campaign is still underway, but so far it has been a top-performing campaign with a tremendous amount of shares and high engagement on social platforms. G/L is excited to support this successful launch and support Manna Pro’s sales objectives for the new product line.

COMPANA

CITY YOLKS CAMPAIGN

challenge

Manna Pro approached Geile/Leon with the idea of extending their existing digital content marketing efforts for their lifestyle brand, City Yolks. Manna Pro wanted to build on the momentum and following beyond City Yolk’s social media channels and develop a YouTube video series. The video content would act as a conduit to further connect and engage with key customer segments in a rapidly growing category, urban and suburban backyard chicken coop owners.

solution

G/L Video Content Studios concepted and created six videos that aimed to engage and educate the target audience on YouTube while also highlighting relevant Manna Pro products. G/L managed and coordinated the project from start to finish. Concepting included developing the look, feel, structure and overall development of the hosts and characters. G/L managed all aspects of the pre-production and production process – scripts, storyboards, on-site video shoot coordination and management, and all other elements pertinent to the success of the project.

 

The shoot was executed with a video production partner for the production and post-production process. Geile/Leon provided creative guidance and overall project management on-set and collaborated throughout the edit process to ensure the video series aligned with our vision and achieved our standards of quality. We successfully wrapped up season one and are in the early stages of planning for season two.

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