Results: Potential reach of 37MM+ reached, 84% brand recall, 61% increase in intent to purchase, 4MM impressions on Twitter, over 8K site visits, and 260K impressions on LinkedIn
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UNSEEN BALLET
Why/campaign strategy:
Reach, brand recall, and brand image
“tech has the power to solve some of the world’s greatest challenges, break down barriers, and create opportunity for all.”
Why it worked so well…
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THE TEAM THAT WOULDN’T BE HERE
Who: McCann, A + K (Alex and Karsten), and Verizon
Results: 65% increase in brand trust, 20-point lift in likelihood to switch to Verizon, #1 most talked about Super Bowl commercial — Twitter Brand Bowl, #1 searched and viewed — AdWeek, #1 watched Super Bowl spot — YouTube , #1 overall digital share of voice — AdAge/iSpot, #5 Super Bowl commercial — USA Today Ad Meter
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THE TEAM THAT WOULDN’T BE HERE
Why/campaign strategy:
Brand trust/image, conversion
“Verizon changed the narrative by introducing a third team — The Team That Wouldn't Be Here. This team is a new NFL team of 11 NFL players and a coach who owe their lives to an emergency phone call.”
“Motivated by a shared mission to spark family connections, OREO and PFLAG joined forces to create Proud Parent, a long-term campaign celebrating proud parents, fostering inclusivity, and championing the idea that collectively we can make the world a more accepting, affirming, and compassionate place where all families belong.”