• Generating Positive Outcomes

    positive outcomes

    It's about improving our clients' business performance.

  • Move now

    Now

    A culture of moving quickly, but wisely.

  • Client Collaboration

    It begins with mutual trust and information sharing so we are responding to situations together.

  • fusing media activity and KPIs

    continually measuring and optimizing to ensure optimal business performance

  • Generating Positive Outcomes

    It's about improving our clients' business performance.

  • fusing media activity and KPIs

    continually measuring and optimizing to ensure optimal business performance

  • move now

    A culture of moving quickly, but wisely.

  • Generating Positive Outcomes

    positive outcomes

    It's about improving our clients' business performance.

Case Study Sample

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Case Study

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Problem

Problem Content - Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer posuere a diam id tincidunt. Pellentesque varius posuere nisl id cursus.

Solution

Solution Content - Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer posuere a diam id tincidunt. Pellentesque varius posuere nisl id cursus.

Monistat

Case Study

Generator defined Monistat's target audience, their consumer's media habits and paths to purchase. Generator created a strategic approach to media, integrating digital, social and other elements.
Problem

Monistat needed to reach their target audience in the right places with the right message to drive growth. They required a multi-tiered media campaign, targeting women aged 18-54. Research showed seasonal trends as well.

Solution

Generator implemented a multifaceted strategic approach.  

Based on research data, consumers are driven by advertisements and the utilization of coupons. Employed seed messaging leading up to product launch to capitalize on general seasonality. Utilized E-Commerce data to target consumers leveraging purchase behavior and intent.  Tailored messaging to individual users’ shopping patterns to increase relevancy, performance, and campaign impact. Created presence on Coupons.com and affiliated sites. Developed a strong presence on social mediums such as Facebook. Utilized Google Analytics, coupon printing to validate and optimize media tactics.

Capitalized on the efficiency of digital channels to create an “always on.”

Parx Casino

Case Study

PARX CASINO, based north of Philadelphia, is the #1 Casino in Pennsylvania, offering not only a large and luxurious gaming facility, but an outdoor racetrack as well.

However, Parx is more than just a casino, boasting the fine-dining and shopping opportunities of a Four Star resort.

Best of all, Parx Casino is surprisingly close to New York.

Problem

With the PA market largely saturated, Parx peered over the border and saw a multitude of out-of-market consumers from the NYC metro area.

But the dilemma remained: how to convince these potential customers that a casino in PA is actually closer than they think; an intimate and welcome change of pace from the hustle of Atlantic City’s boardwalk behemoths—and with better odds and less drive time to boot.

It was no surprise, then, when Parx tasked Generator Media + Analytics with leading the strategy and media planning for Parx, including  sourcing and managing a creative agency on behalf of the Casino.  Six weeks of intensive research and interviews later, Generator was pleased to partner with creative agency Barker DZP of New York City. 

Solution

Together, the integrated agency team leveraged the casino’s unexpectedly short distance from New York, and chose tongue-in-cheek humor to promote the casino in print, radio, outdoor, interactive and television ads.

Wherever possible, the agency employed a “hyper-local” strategy, using GPS coordinates to tell consumers exactly how close the casino is to their current location. Talk about convenient.

The campaign began with Teaser Billboards that included only the “vanity URL” “getluckyinnotime.com.” The address drove to a landing page where potential visitors would get instant Google maps directions from their location to Parx. The site had over 15,000 visitors over two weeks—testament to the highly successful cross-platform campaign used to reinforce this message.

Using the newly minted “Get Lucky in No Time” tagline, the team was able to demonstrate Parx doesn’t just provide a superior gaming experience, but is a quality entertainment destination with nightlife and fine dining that doesn’t require a planned vacation or an overnight stay. Impulse getway, anyone?

The agency purchased New Jersey Transit “Station Dominations” as part of the full campaign launch, giving  Parx  all advertising in major NYC commuter hubs such as Metropark, Secaucus and Summit.  The ads, which featured lines such as “Feel Like Craps?” “Switch Tracks” and “By The Time The Local Gets Here, You Could Be At Parx,” teased commuters that there’s something out there far more exciting than their train ride to home or work, much was easier to reach than they thought.

The bold campaign also relied heavily on TV and radio, using humorous spots to drive home the message of proximity and time.

Results

The results of the Parx campaign have exceeded even the stretch goals of the Key Performance Indicators.

Since launching the “Get Lucky in No Time” campaign in March 2013, Parx has enjoyed a sharp revenue increase, which continued throughout Q2. Proving the out-of-market success, revenue from the newly targeted New York metro area rose 58%, and total revenue from outside 30 miles, including central and northern New Jersey as well as NYC, rose 43%.

In addition, new membership signups from the targeted regions jumped an impressive 24%.

Overall, in a down market, Parx Casino’s Q2 2013 revenue increased by 5% versus Q2 2012.

Not as significant as the business performance, but still worth noting:  The American Gaming Association recognized the campaign in September 2013 with two “AGA Gaming Voice Awards” in the categories of “Best Multiformat Advertising Campaign” and “Best Outdoor Advertisement.”

Chiquita Bananas

Case Study

From the ubiquitous fruit grower/distributor’s formation in 1870 to the 2005 addition of the Fresh Express brand, Chiquita has demonstrated a commitment to sometimes aggressive innovation.

Most recently, Chiquita has focused on extending labor rights, protecting the environment, and investing in the communities in which we live and work. Chiquita’s Core Values of Integrity, Respect, Opportunity and Responsibility serve as the basis of their business performance and guide their everyday activities.

Problem

Generator was tasked to develop a scalable campaign to brand a universal product among a new target segment with no existing awareness.  

Ultimately, Chiquita’s goal was to convert bananas into Chiquita Bananas, a fun, healthy food for a new generation (kids 7-11).  

Solution

Generator utilized an integrated cross-channel strategy to engage  educators/teachers in a phased approach leading up to and thru BTS. 

Tradional and non-traditional methods--

Direct mail, display banners ;  e-mail blasts and SEM -- were used to blanket the teacher market and drive them to a micro-site. 

The ‘Smart Sweeps’ site was designed to drive deep engagement by incentivizing content downloads Social tactics helped spread the word; paid components were optimized based on performance. 

A cross-promotional agreement with 20th Century Fox permitted usage of the movie Rio in creating light-hearted and fun elements in the campaign as well as coupons for the Rio DVD. 

A CRM program was put into place to acquire, engage and incentivize teachers to participate in the sweepstakes.

Results

Website Results

•       Website Visits: 195,282

•       Avg. 3,050 visit per day

•       743,330 Page views

•       52,633 Games Played

•       38,368 Lesson Plans Downloaded

•       11,685 Videos viewed

Key Metrics

•       Active Teacher Signups: 9,022

•       From 4,000 schools

•       Teacher E-mails Captured: 16,376

•       During the same time period, the Chiquita Smart Sweeps microsite drove 150% more visitors and page views than Chiquita.com and ChiquitaBananas.com COMBINED.

Collateral

Generator utilized an integrated cross-channel strategy to engage  educators/teachers in a phased approach leading up to and thru BTS (Back-to-School).

We did this in a number of ways.

 

1 Traditional and non-traditional methods--Direct mail, display banners ;  e-mail blasts and SEM -- were used to blanket the teacher market and drive them to a “Smart Sweeps” micro-site.

The ‘Smart Sweeps’ site was designed to drive deep engagement by incentivizing content downloads.

Social media strategies helped spread the word; paid components were optimized based on performance. 

Not one aspect of the campaign had a set-it-and-forget-it mode. Every strategy and method employed was reanalyzed and optimized accordingly as part of a never-ending improvement process.

 

2  Special offering through direct mail in Chiquita’s high distribution areas.

30 Rio coupons weremailed to each teacher with call to action to give out to students. 

Secondary incentive to sign-up early : 15 lbs of free bananas coupon.

 

3 Rio DVD coupons redeemed in-store by teachers and students. Chiquita Banana brand top of mind at the grocery store for teachers and students.

Case Study 3

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Case Study

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Problem

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Solution

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Jose Cuervo

Case Study

Founded in 1795 by Don Jose Antonio de Cuervo, Jose Cuervo is the bestselling brand of tequila in the world,  enjoying an average marketshare of about 34% in both the U.S. and worldwide.

Jose Cuervo has always been family-owned and is run today by the Beckmann family, direct descendants of Jose Cuervo. 

Jose Cuervo had been distributed and marketed in North America for decades by global giant, Diaego.  The Beckman Family decided in July 2013 to move those distribution and marketing duties to New Jersey-based Proximo Spirits, and in doing so, create a new campaign as well.
Problem

In order to effectively fulfill  the inevitable massive scope of Cuervo’s nascent campaign strategy, the company realized it would require a great deal of experienced manpower. Accordingly, Cuervo chose to go with best-in-class execution across all these core duties, engaging a specialist agency for each.  Strategy, Creative, Media, Social, PR and Retail Activation duties of the brand’s new campaign were assigned only after rigorous research and interviews.  That’s where we come in.

For Cuervo’s Dream Team, the CMO tapped Generator Media + Analytics  to oversee media, McCann USA was selected to handle creative, and M80 would direct Social and PR duties while Culture8 dealt with duties more closely related to Retail Activation. Overall brand strategy was retained by Proximo and was led on a day to day basis by the Brand Director and two Brand Managers. 

During multi-agency Brand Summits, Generator worked with its partners to establish the overall campaign objective – Increase Brand Preference and Change Consumer and Trade Perception of the Cuervo family of products.

A campaign thematic was eventually established after numerous due-diligence efforts called upon Generator to provide an array of data including competitive analysis (category spend, tactics, etc) synchronized with McCann’s delivery of brand positioning, and M80’s social insights.

Solution

Leveraging a sub-$20million budget, the integrated team developed a “Surround Strategy” which included an advertising campaign leveraging television, digital, mobile, out of home and print to both trade and consumers.

Weekly status calls, led by McCann and Generator, included all agency teams, brand managers and the CMO.  Monthly, in-person performance reviews included all key stakeholders, including the President of Proximo Spirits. 

Results

For its part in working in precise harmony with its multiple agency-partners, Generator used its heralded skills to leverage the brand’s unique position in the category while also capitalizing on the emergence of liquor consumption globally. 

For Jose Cuervo and its marketing partners, it was a successful campaign that called for a toast of the finest tequila.  Or two.

Collateral

Cable Televsion         

Digitial Display Banner

Event Sponsorships   

Social Media Activations

Outdoor          

Local Promotions

National Print

Mobile and Tablet Activatons

Our mission: improve our clients' business performance
through analytics, predictive modeling,
and enhanced media investment processes.

Analyze

Identify business objectives; translate into marketing objectives. Research and discovery.

Collaborate
Optimize
Activate Plan

Collaborate

a comprehensive and holistic media strategy.

Optimize
Activate Plan
Analyze

Optimize

the media campaign on all levels, all at once.

Activate Plan
Analyze
Collaborate

Activate Plan

Create and analyze daily, weekly reports. Adjust the buys and strategy for maximum ROI.

Analyze
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