Work Tag: VIDEO

COMPANA

ACCUBITES CAMPAIGN

SOCIAL MEDIA|VIDEO

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.

Lincoln Electric

Retail Website & Social Media Management

SOCIAL|VIDEO|WEB

challenge

Lincoln Electric manufactures equipment and consumables used by the welding and metalworking-related industries. A trusted brand among professionals, their products are sold through an international network of industrial gas distributors.

Lincoln Electric also has a robust retail presence. DIYers and small contractors can find high-quality, professional equipment and consumables online and on the shelves of retailers all across the nation. We work with Lincoln Electric to help retail customers put the “pro in their projects.”

Geile/Leon proactively developed a strategy for Lincoln Electric retail after identifying an opportunity in the social media environment within the DIY/small contractor retail category. We recommended a strategic plan to engage their target audience and build an online community that would compete and hopefully surpass the social following among Lincoln Electric retail’s competitors.

solution

First, we created thematic language that would communicate in a memorable way that Lincoln Electric products that are has high performing as their trademark industrial line, but with features and usability well suited to DIYers and contractors. Next, we created a landing page inviting the target audience to “put the pro in your project.” We also launched social media channels for Lincoln Electric retail, using content produced in-house, including video and graphic elements, to fortify our initial growth strategy.

We also implemented an email list growth strategy and continue to develop promotional giveaway contests each month. These help to promote products, and entrants who choose to opt in are added to the database to receive monthly emails. The giveaways also contribute to the overall social media performance and significantly grow the social media audience.

results

Lincoln Electric retail social media channels continue to outpace competitors in growth and engagement. With so many brand options in the retail category, it is critical to keep the audience engaged with added value like knowledge and skills development, as well as community building, to support sales growth.

Overall, each of the three Lincoln Electric Retail’s social media platforms managed by Geile/Leon consistently performs well above the industry’s 1% benchmark for engagement and even further above the average of 0.5% to 0.99% across all industries.

To see how the channels are performing, please visit the website and click on the social media links: www.lincolnelectricretail.com

COTTEY COLLEGE

REBRANDING

BRAND STRATEGY & DEVELOPMENT|COLLATERAL|VIDEO

CHALLENGE

Cottey College, an all-women’s college in rural Missouri, wanted to update their brand to be more modern and relevant. Looking to resonate with prospective students seeking a specialized college experience, Cottey partnered with Geile/Leon to provide a complete and comprehensive brand overhaul. This included the development of new positioning, tone, departmental logos, collateral, digital elements and much, much more.

Cottey College Rebrand Collateral

SOLUTION

The re-branding effort began with G/L’s brand discovery and development process, Distilled Thinking™. First, we interviewed current students and students who declined to attend. With greater insights into their decision-making process, we could better position the Cottey College brand. Next, G/L facilitated an on-campus Distilled Thinking session and conducted multiple internal focus groups. This data showed that the type of student who would be most interested in Cottey was driven and focused on their future.

Cottey College Portraits

RESULTS

The “Creators of Incredible Futures” branding, tagline and campaign rolled out in February 2018 with excitement and optimism. The bold look highlighted the unique students at Cottey with hero portraits that make the college (and the students) stand out. G/L went on to develop an aggressive, integrated media plan to support the new launch with goals of increasing brand awareness and enrollment.

Wash U Olin

BROOKINGS COMMISSION

DIGITAL|EVENT|VIDEO

Challenge

WashU Olin, Brookings Institution and the Bellwether Foundation came together to provide recommendations to bridge the startup funding gap for women and underrepresented minorities. In 2021, only 2% of venture capital money went to female founders and Black/African American entrepreneurs only received about 1.4%.

The WashU Brookings Commission enlisted the help of G/L to promote this live, virtual, and in-person event, which is phase two of a three-phase initiative, to targeted audiences. Audiences included Washington, DC’s media, Business Journal, and WashU alumni and specific key stakeholders.

Solution

G/L created an engaging message and visual concept around the event to promote event interest and registration as well as creative featuring intriguing imagery with custom event iconography. This campaign compelled audiences to discover more about this inequity and attend the event, providing a consistent and thought-provoking message across a variety of platforms including, social, digital as well as YouTube.

WU Olin Brookings Commission Event Details

RESULTS

The event was a huge success and exceeded attendance goals. The creative executions were well-received by all the stakeholders involved in the Brookings Commission and supported the effort to advance policies that will decrease the funding gap for women and underrepresented minorities, providing opportunities for a more diverse business landscape.

G/L was excited to be a part of phase two of this strategically important initiative to help solve real-world challenges through creativity, innovative business strategies and shifts in policy. We look forward to tackling phase three of this initiative next year.

Wash U Olin & Brookings Institution Digital Ads

CLUB FITNESS

LIFT LOCAL CAMPAIGN

BRAND STRATEGY & DEVELOPMENT|COLLATERAL|VIDEO

CHALLENGE

As the fitness category continues to become even more saturated, Club Fitness challenged Geile/Leon to develop a unique campaign concept to truly separate them from both national competitors located in the St. Louis region and other local fitness centers. Building on the Club Fitness brand promise of making fitness accessible to every BODY in the region, no matter who they are or what their goals, we sought to increase member retention and increase new member registrations.

Club Fitness Lift Local billboard

SOLUTION

Geile/Leon developed the Lift Local campaign using a strategy based on their unique selling proposition–Club Fitness was born and raised in St. Louis, not to mention locally and employee-owned for over 35 years. This campaign would be a rallying cry of St. Louis pride, encouraging the community to Lift Local. By highlighting members all over the region, Club Fitness demonstrated they are a place where every BODY comes together to support each other. It provided numerous opportunities for joint promotions with likeminded St. Louis companies, organizations and events.

Club Fitness Lift Local banners

RESULTS

The “Lift Local” campaign launched in January 2019, and the movement has contributed to many “local” conversations across all Club Fitness social media platforms and has seen great support from many of its members and employees alike. And, Club Fitness has seen its membership grow 5.5% from 2018 through 2019—great news in such a crowded category!

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