Goal : To create brand-positive consumer experiences that generate connection, growth, differentiation, and advocacy through real and relevant content.
Method : Communicate of the brand through storied content that is mapped to an integrated marketing schedule. Drive to where the consumer lives and with relevance. Authentically map content to the purpose of the brand and its platform and pillars.
A few examples:
Mezzetta’s “add adventure everyday.”
Launching a new brand platform: “add adventure everyday,” we chose to activate the brand narrative through a fall/holiday campaign in partnership with Sunset magazine. The products were framed in a way that inspired personal creativity through unique flavors from around the world for holiday entertaining. Targeting an emerging market that favors experiences that can be customized. Campaign components included participating the “Sunset House” event, print ads, print advertorial and Sunset.com.
The content created for the Sunset campaign was syndicated throughout all social channels to extent this from print to create an integrated campaign to drive extended awareness.
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Mezzetta’s “Test Kitchen” culture-branding and content program.
At Mezzetta my team brought the concept of content creation to the rank and file and then broadcasted their ideas and opinions into marketing channels as a way to extend our communal passion for our products outwards to the world.
This program was meant to not only encourage employees at Mezzetta to explore and be creative with Mezzetta products, but to influence the recipes we promoted to our customers.
Truly “from our table to yours” – this program will illustrated how passionate we are about our products and how we want to share our best with our consumers.
Engage all employees with the products, encourage brand ambassadorship,
–Building content for marketing with real stories and videos,
–Obtain recipe feedback and revisions for the best output.
All Mezzetta employees were invited:
We looked for everyone’s thoughts and opinions on our signature recipes.
We staged a “Blue Apron-type box with take-home bags filled with one of two different recipes.
Participants took one bag and had a week to cook and give us their opinions for additions and modifications.
Based on employee feedback we promoted the most popular recipes to the public, integrating the recipes into the seasonal stories and product campaigns.
Mezzetta’s “The Story of Sauce” campaign
The premium marinara pasta sauce line was rich in content opportunity that aligned with the brand platform of “add adventure everyday.” The sauce was hand crafted, uses the finest ingredients from farms in Italy and were inspired by the experiences of the company’s CEO. When we combined these attributes with the brand platform we created The Story of Sauce. For 13 weeks we wove together traditional processes and contemporary use-cases to activate a feeling of exploration and discovery. Traffic was driven to a content microsite through an sweeps that awarded a trip to the San Marzano region of Italy where the tomatoes were farmed. Other channels included : account specific direct mail magazines and print ads, paid media and influencers. Details around the positioning here.
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The Men’s Wearhouse Holiday Gift Guide and Campaign
At the core of the Men’s Wearhouse brand was the idea that it can guarantee the consumer is going to look great. TMW does this by sharing its styling expertise, giving the consumer confidence to make purchasing decisions easy.
One way to make the purchasing decision simple is to categorize (or personify) style types. These categories make it easier for the customer to identify what will make the best possible purchase result, it’s a way for them to not only recognize who they are, but what they can be. The content featured on-trend or classic details, workmanship, wearability and fabric sourcing. This particular guide below was accessible from an integrated marketing campaign and lived within the purchase path.
Part of the process meant working with merchants who would hold a seasonal style review. My creative lead and I would study the assortment and put together “stories” that supported the visual theme and would begin to craft concepts that were seasonally and consumer relevant.
When a concept was approved we would work with the site production marketing teams to plan out communication schedules and asset delivery timing: building out the photoshoot and content schedules. Assets might include on-fig, still-life photography, video, and influencer content depending on the budget, scope and projected business requirements.
These campaign assets were fed into all the appropriate channels : site refresh, emails, social, on-site look-books, catalogs and so on for a fully integrated campaign.
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The Men’s Wearhouse Dressing for Weather Editorial
This creative strategy was inspired by the clothing. Fabric, textures, colors and details of the fall outer-wear line radiated a story of rugged romance, with practical, easy contemporary classics. Shot in Inverness, California.
This guide was accessible from an integrated marketing campaign and lived within the purchase path.
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The Men’s Wearhouse Father’s Day Gift Guide.
By recruiting the diversity of Dads who work at the Men’s Wearhouse we were able to communicate that we serve all shapes, lifestyles, and budgets of all busy guys. Casting within the company gave us the opportunity to connect the brand’s humanity, and not only inspired our customers (high performing concept) but was great fun internally as the process taught us so much about each other and these stories became the core of the campaign.
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The Men’s Wearhouse How-Tos
Below are examples video content that supported other campaigns, broadcast and editorial initiatives.
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Video artist: Dickie Grant
