The first integrated advertising campaign for the all natural personal care brand. The brand was growing fast and expanding their product line and distribution. We discovered that a “natural newcomer” needed some education in the world of all natural vs. synthetic or chemical ingredients. And they needed to be convinced that natural products are as effective as others.
We took a unique approach to beauty, using accessible women and featuring only the part of the body that was important. The overall feeling is one of women feeling free, natural and communing with nature. The campaign met with much attention and success.
It informed all consumer touchpoints for the brand, integrated into in-store displays, website, social media and all promotional efforts. We created a print extravaganza, a long format piece with a removable consumer friendly wallet sized card listing nasty ingredients to avoid while shopping. An online component accompanied the effort.
The brand’s overall awareness quickly rose to 96%.
An evolution of the campaign was created when more efficacious products were being introduced. It still communicates the virtues of all natural with a play on quippy titles to keep the humor & wink of the brand and to tell the product story or “plot” in a compelling way.
We also created a web video to bring a new brand positioning and a new way to look at beauty to life: Beauty You Live By.
POOL was challenged to rebrand Hain Celestial’s largest natural personal care brand, Alba Botanica. We created a strategic platform, new imagery, and created a presence within the digital eco-system to raise brand awareness and increase both online and retail store sales. With the positioning of “Do Beautiful,” a strong manifesto and ownable look and feel in place, we renovated an ecommerce website, established a Facebook & Pinterest presence, YouTube channel, and created successful brand informed contests, and influencer programs.
The celebrity hair stylist needed to brand her haircare products, retaining her upscale image yet appeal to a mass beauty market. We took a unique approach inspired by Sally’s own instagram images to represent her lifestyle and hair authority status. The positioning became #What’s Your Amazing? at every consumer touchpoint including print, banner ads, contests, Facebook and website. The specific product effort increased overall sales in mass market drugstores at 3 times the projection.
As the category of gluten free foods expanded, so did Udi's Gluten Free Foods marketing needs! We've worked on integrated digital and retail promotions, contests, e-newsletters, coupon programs.
We created a Summer promotion for “Countdown to a Summer Udi-Q”. The concept was integrated throughout in-store events, the website and Facebook promotions. A Facebook app “Bun-Go” encouraged fans to put an end to the bun-less summer! Fans played a bingo like game by completing tasks and getting rewards at each task.
At the initial launch, over 1,500 users per day engaged with the app, 20% were new fans. Animated digital banners pushed to the Facebook promotion.
Udi’s Gluten Free Foods needed a rebrand, informed by packaging that was totally redesigned. We were tapped to launch the new look and guide a shift in the brand's position- focusing on the broader target of health based discoverers and their gluten free lifestyle.
We created and designed the new ecommerce site. The user experience needed to be rich in content, community and product offerings with the tonality celebrating the joy of discovering the gluten free lifestyle.
An integrated Facebook app contest was created “The Joy Full Gallery” which gave consumers a chance to become a New Face of Gluten Free and win prizes, along with a VIP brand ambassador status.
The new look and feel and “New Face” was integrated throughout all internal communications as well as in-store and live and digital events.
L’Oreal’s iconic essie nailcolor brand needed a new campaign for the relaunch of the nailcare line. It was important to maintain the equities of the overarching essie brand but distinguish the nail care products from the core color line.
Pool communicated the benefits of each product through artful paper cut interpretations with copy and messaging for “ the art of the manicure perfected.” We developed assets for global use in print, instore and digital advertising.
SOLJETS is a new private jet brokerage firm founded by three partners. They wanted the brand to have a modern, sleek, simple, high tech luxury feel. We designed their new logo, website (mobile first), presentation templates, stationery, and assets for social platforms and signatures.
Halstead Property needed a complete brand renovation. POOL developed a brand platform that helped focus the firm on its core attributes. Halstead was committed to state-of-the-art technology and resources and to training and attracting the best talent in New York.
We designed the identity to reflect this and, working with Halstead’s internal marketing department, we integrated the identity into all corporate and promotional applications including an advertising campaign that launched the new brand.
The advertising campaign ran locally in the New York Metro Area. It featured real New Yorkers with real needs and pointed the reader to the website to take full advantage of Halstead’s tools, people, and resources.
Our challenge was to create tactics and messaging for Thanksgiving that would drive home the current consumer facing idea of “Uncommon Turkey.” But what makes Plainville Farms Uncommon? They Never EVER use added growth hormones, antibiotics, artificial ingredients, EVER. So we came up with the idea #NeverEverBadStuff and launched the idea with an experiential food truck which was a spoof on the upcoming Presidential election. We created the “Uncommon Candidate” campaign truck that toured New York City for 3 days. It made noise and engaged people with music, samples, coupons, and photo engagements. We also interviewed people and created “man-on-the-street” style videos that were used as Facebook and Instagram content around Thanksgiving.
The truck engagement garnered over 6.77 million impressions. We gave out over 3,500 coupons and flyers, 2,100 turkey sandwiches and captured over 6 hours of video. The estimated CPM on this activation was $11, much lower than the standard of $85-$100 CPM.
We created a brand awareness program for the national educational non-profit organization that helps overachieving, underserved middle schoolers go on to great high schools and colleges. We developed the brand positioning, wrote, and produced a film with Michael Strahan as the voiceover. Created a teaser campaign for social media and printed wild postings.
Avon has been one of the most successful direct-selling companies in the world. The experience of talking with an Avon representative is key to the relationship that bonds consumer to brand.
We helped launch the Anew Clinical line, the most successful launch in Avon’s history. A new look and language was developed for the more clinical, serious skincare brand.
Over 4 years, we developed print, content and new product concepts for all categories in the Avon world : including a color cosmetic campaign featuring Salma Hayek in print and video.
Sedu is a brand of professional hair styling tools. The task was to create a brand platform and campaign for a relaunch directed at professional stylists who would then become advocates for the Sedu tools.
Our research uncovered a key insight about professional stylists. They see themselves as guardians of style so we created a campaign that urged stylists to join Sedu and help save the world from lame hair. The campaign included posters, print ads and digital activations.
Beit Ruth is an organization that rescues young abused girls lost to the streets of Israel. The educational and residential village in Afula helps girls with the tools, education, and opportunities to return to society as responsible citizens.
We created a new brand platform and positioning line, a large bank of brand imagery, a website, a corporate brochure, and a 4 minute fundraising video.
We created web content and a video to help Poly Prep raise funds for a new performing arts center. Our task was to tug at the heartstrings and open the wallets of parents and alums who have or had kids participating in Poly Prep's rapidly growing program.
Bliss spas and products uplift your spirits among other parts of the body. The brand is fun-loving, witty, and upbeat. To introduce their “fat girl slim lean machine” we created this launch campaign for print, digital and in-store that was as ass-piring as the brand.
Liz Claiborne was in need of a brand renovation. We made the brand more hip and more appealing by selling attitude and image. “Liz Is” suggests a sense of discovery while asking the consumer to fill in the blanks and consider the brand again. The campaign included a 12 page insert in major fashion pubs, spreads, and single page ads as well as outdoor in five major cities. An 8 page mailer and digital ads accompanied the campaign.