Work Tag: VIDEO
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 , 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.
DECON 7
AWARENESS/EDUCATION CAMPAIGN
CHALLENGE
With an EPA-registered disinfectant, sanitizer, deodorizer and powerful cleaner that has been well established in the food and biosecurity industry, Decon 7 sought to expand into the HVAC and plumbing markets. In order to do this, it was necessary to raise awareness with both homeowners and contractors on D7’s effectiveness in combating poor indoor air quality due to harmful pathogens in ductwork and plumbing.
SOLUTION
Through a series of videos scripted and executed by G/L Content Studios, we targeted contractors and homeowners to educate both on the difference in efficacy and log kill rate between an EPA-approved disinfectant and run-of-the-mill sanitizers. Additionally, we demonstrated the revenue stream opportunities that contractors could capitalize upon by adding D7 to their offerings.
RESULTS
The 15 videos that we created provided an eye-opening demonstration of the harmful pathogens that other products simply could not kill like D7 does. Through this understanding of how and why D7 works, reinforced with print ads, digital ads and social support, we helped Decon 7 launch their first comprehensive marketing campaign. It is too soon to report any numbers, but initial results are very promising.
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
ARCHDIOCESE OF ST. LOUIS
ANNUAL CATHOLIC APPEAL
CHALLENGE
Each year, the Archdiocese of St. Louis conducts the Annual Catholic Appeal (ACA). The campaign is a multifaceted outreach initiative that seeks to raise funds in support of local programs and ministries that provide vital services to individuals including the homeless and others living in poverty, families seeking Catholic education, those discerning religious vocations and many more.
The Archdiocese of St. Louis partnered with Geile/Leon to develop the communications campaign that would support the 2022 Appeal by reaching nearly 500,000 Catholics in the St. Louis area and demonstrating the broad and positive impact their generosity has on the lives of those in need, ultimately encouraging them to unite in reaching the goal of raising $15 million.
SOLUTION
Together with the archdiocese, G/L conducted thematic concepting to determine the theme of the 2022 Appeal: “Brothers and Sisters All,” derived from an encyclical letter penned by Pope Francis in 2020. G/L sought to effectively communicate this theme within the context of the ACA by cultivating a central campaign message and creative concept that would resonate with the Faithful of the archdiocese and mobilize them to give—“Those who are in need of God’s love are not strangers. They are family. When anyone suffers, our whole family suffers with them. It is our duty as Catholics to seek them out and surround them with God’s compassion and love.”
G/L carried this primary message and creative theme consistently across all ACA communication support, which included the development and final production of an Appeal video, 15 individual collateral material pieces and a direct mail solicitation effort comprised of 16 mailings, each with customized letters to audiences that range from parishioners to employees and clergy of the archdiocese.
RESULTS
The Appeal closed in August 2022, successfully exceeding its goal by raising over $17 million for individuals and families in need. Additionally, the 2022 Annual Catholic Appeal was recognized for excellence by the International Catholic Stewardship Council, receiving two Awards for Excellence for the annual Appeal case statement brochure and video, and an Honorable Mention for the total Appeal effort.
WashU Olin
Leadership Perspectives
overview
WashU Olin is one of the premier, top-ranked business schools in the world. As with many organizations in 2020, WashU Olin had to take a look at their Leadership Perspectives event operating procedures and determine the best and safest approach for their intended audiences- potential MBA students and candidates. The Leadership Perspectives events are speaking engagements focused on a variety of leadership-oriented topics, hosted by some of the best and brightest leaders in the world.
challenge
In order to accommodate a new approach, the Leadership Perspectives events needed to go virtual. While in-person events offered a great way for speakers to interact with attendees, the virtual approach opened an entirely new channel to reach and engage with prospective students/attendees by catering relevant content directly to them.
solution
Requiring a new way to market and promote the Leadership Perspectives event, G/L developed and created a series of YouTube video campaigns for each unique virtual speaking engagement. Utilizing behavioral and content targeting parameters, our YouTube video campaigns engaged with prospective MBA students with Google’s unique Tease, Amplify & Echo messaging approach, enabling us to tell a longer story in shorter pieces and reach only the most interested viewers. G/L concepted, developed scripts and created a series of :06 bumpers, :15 spots, :30 spots and long-format spots (1-2 minutes). All four campaigns were exceptionally effective and not only fostered a large attendance, but ultimately developed numerous leads for prospective MBA candidates. The highly targeted YouTube campaigns generated a 12.23% conversion to registration rate, ultimately accounting for 21% of the total number of attendees at the Leadership Perspectives speaking engagements.
results
All three campaigns (the fourth and final is in progress) have been highly effective and not only fostered a large attendance, but ultimately developed numerous leads for prospective MBA candidates.