American Energy Products

Every brand facing significant reputational damage has to contend with three rock hard problems: opening ears, earning reconsideration, and winning hearts when people have already made up their minds. No coincidence, our plan for a consortium of national energy products companies revolved around a similar number of steps: mining big data to identify persuadable audience segments; leveraging the resulting insights to underpin future-forward creative; and, finally, delivering via a nationally integrated media plan that included everything from videos to mobile-first digital magazines to point-of-sale to an AI-enabled chatbot. Outcome: independent research showed double-digit brand lift every year of the campaign with more than 2 million people visiting the website annually.