Solution: KSV created a campaign that hinged upon a strong concept that got at the heart of what mattered to consumers. Together with Nellie’s, we selected four test markets and created a campaign that was driven by social media, pre-roll video, out of home and targeted digital.
Results: 30% above rich media engagement benchmark. 20% above video completion benchmark. Increased market share and sales in test markets.
2. Unite New Moms to Create a Movement
Situation: New moms are in the center of an overwhelming swirl of decisions. Whether it’s car seats, diapers, or breastfeeding vs. bottle feeding, in the beginning it can feel like every single decision is representative of who you are as a parent and your love for your child. Seventh Generation wanted to help new moms navigate these decisions with resources that made life easier.
Solution: Connect new moms to a community of others who are facing the same choices, and help everyone save money. KSV developed Seventh Generation Nation, a community of moms who shared a passion for family health and safety. A partnership with WebMD helped educate moms about the benefit of non-toxic products. A multichannel campaign fueled the community and increased followers.
Results: Tens of thousands of moms connected to the community. Membership grew at 10% or more each month.
3. Making Sex Sustainable
Situation: Sustain Condoms is America’s first sustainable condom product created for women. Sustain, introduced by Jeffrey Hollender, founder of Seventh Generation, has three simple principles:
- Create a sustainable product
- Enhance women’s reproductive health options
- Do business with total transparency
Results: KSV developed the logo, packaging, and tagline. Distribution goals exceeded by 30%. Sales exceeded initial projections. Oh yeah, and we got written about in Bloomberg Businessweek, who praised the packaging. You can check that out here: http://www.bloomberg.
And what lessons are in here for energy companies?
1. Stand for something.
2. Be bold.
3. Move people.
And what do you know, that just happens to be the KSV Creative Philosophy.
Want to hear more about taking creative risks? Check out our KSV Brief on Hyper-Targeting for residential energy efficiency in Brooklyn.