Work
Whether it’s a regional powerhouse rebrand or a global new product launch,
we know how to resonate with diverse audiences and get results.
Southern California Edison- Public Safety Campaign
SCE has one of the most diverse customer bases in the nation, with more than 50% speaking a language other than English at home. To tell a compelling story about power line safety, we needed an expert: a fast-talking expert. We launched a 360• campaign (tv/out-of-home/digital/social) in five languages (English/Spanish/Mandarin/Korean/Vietnamese), that cut across generations and cultures, setting new engagement records and winning local and international fans. Our safety expert saved the day, and hopefully some lives.
Primrose Schools - National Brand Campaign
Primrose Schools was a regional educational childcare franchise that was ready to go national. Our target: new parents were already overwhelmed and faced with conflicting parental advice. For their first national brand effort, we launched a multimedia campaign (tv/programmatic paid display/paid search/social/web) designed to appeal to a diverse group of parents. We combined the science of Primrose’s teaching methods with the nurturing ways that Primrose teachers connected with children through play. As a result, brand awareness experienced a major growth spurt. Enrollment went up 13%, year over year. Social engagement was up 323%. Total inquiries went up 113%.
East/West Composer Cloud - Global Product Launch
We successfully launched East/West Composer Cloud to a global audience of composers and content creators in the U.S., Europe, South America and Asia. This impactful campaign consisted of print, video, social and search which earned them industry buzz, trade press coverage and helped them exceed their sales goals.
CiCi’s Pizza - National Brand Repositioning
In the highly competitive QSR space, CiCi’s Pizza needed to heat up traffic. Operational changes and food improvements gave us a way to reconnect customers emotionally with CiCi’s appetizing value perception. Our integrated campaign (digital, social, tv, search) drove repeat visits with CiCi’s current and lapsed guests. We launched a new multicultural campaign in English and Spanish with new positioning driven by the tagline we created: Better. Believe it. Meeting customer demand for a better product was the food improvement story that earned customer trust and kept them coming back for more. Our integrated Better. Believe It campaign helped CiCi’s Pizza achieve a sustained sales boost leading to higher in-store traffic at CiCi’s 400+ locations nationwide. Traffic went up 8% over a four week period. 5.6% Increase in store revenue. With +587MM brand-building impressions.
Digital display advertising kept ingredient improvements top of mind.
Social media allowed us to engage with customers and further highlight craveable new improvements.
Our integrated paid search, social and display ads were optimized for conversions.
All work was created, written or originated in a cross-cultural campaign by Helen Cho who directed creative teams on behalf of brands/various agencies.