The Dailey Method

The Dailey Method

STRATEGY Insights Strategic Planning Brand Messaging INNOVATION JuiceBox™ Ideation DESIGN Brand Identity Advertising Campaign Integrated Marketing  THE CHALLENGE In an industry rapidly filling with fusion fitness and new barre methodologies, The Dailey Method franchise needed to find a way to more clearly differentiate itself amongst the competition, and do so, consistently. With nearly 100 studios across the US, Mexico and Canada, all of which manage their social media and marketing individually, The Dailey Method was seeking a campaign to motivate—and speak in one voice across North America.    WHAT WE DID We began by listening to the studio owners and the listening to the market. From the insights gathered the Moving You campaign was born. BrandJuice then created quarterly themes and editorial calendars, marketing assets and a digital playbook—to enable the franchise businesses to execute the campaign for a year. We kicked off the year by taking over their social networks for one month. Then each studio owner was armed with a toolkit, including photography and promotional marketing materials, messaging guides and regional initiatives. The culmination of the work was a Brand Ambassador program—where now the studio owner could pass the baton to their most loyal customers to share The Dailey Method story.    THE RESULT In the first month of social media execution there was an 800% increase in engagement on Facebook and double the likes. Instagram, too, reaped the benefits, with a 3x increase in followers. The success, though, was not just in quantity, but also in quality, with more people posting, liking and engaging than ever before. Promotional marketing materials helped to gain new members and create...
Alpha Skin Care

Alpha Skin Care

STRATEGY Insights Strategic Planning Brand Positioning Messaging DESIGN Creative Services Integrated Marketing Advertising Campaigns  THE CHALLENGE In the 1990’s, Alpha Skin Care (formerly Alpha Hydrox) experienced unbridled success and growth by bringing to market a single active ingredient for aging skin. However, as more copycats entered the market, the brand strength waned. The Alpha Hydrox brand lay dormant for two decades. The company recently focused on creating new packaging but needed a creative campaign to reinvigorate support from existing users and introduce the brand to a new wave of skin care consumers.    WHAT WE DID Working together with the Alpha Skin Care teams, BrandJuice cultivated a series of strategic campaign concepts that were rooted in the brand’s positioning. Three unique directions were unearthed from emotional benefits the brand and product line delivered upon. Ultimately a final concept was selected—one that epitomized the strong, yet graceful “Alpha woman”.    THE RESULT Following a custom photo shoot in Los Angeles, creative was taken into design and brought to life in a national campaign. The final content reached a wide breadth of target consumers across the digital sphere, engaging them with the brand. Ultimately, the work exceeded what the client anticipated as the return on their investment. The outreach helped open the door to new retail partnerships and exponentially increased brand awareness.     Designed and directed by BrandJuice...
Quickie Wheelchairs

Quickie Wheelchairs

STRATEGY Insights Brand Positioning Messaging INNOVATION Ideation Brand Experience Mapping DESIGN Brand Identity Integrated Marketing Advertising Campaign  THE CHALLENGE Sunrise Medical’s Quickie wheelchair brand was a pioneer in the category and an industry innovator, but competitors were stealing market share by mimicking product features. Though Quickie was the number one prescribed wheelchair in America, it was losing out on second-time purchases—when chair-owners usually become loyalists. Quickie needed to reinvigorate the brand with a new campaign that would create a fresh image in the minds of consumers.    WHAT WE DID BrandJuice developed an ownable positioning platform and refreshed the brand image, being sure to validate and test concepts with the strategic target along the way through a series of consumer juries. Development of the Quickie brand creative guidelines guided the internal creative team for external-facing activation. BrandJuice then styled, shot and directed a photoshoot for campaign imagery, which was edited and transformed into market-facing executions.    THE RESULT BrandJuice developed a presentation to “wow” the internal audience, which inspired their sales team and executives to become stronger brand stewards. Quickie’s sales position quickly shifted from highlighting the functional—product features and capabilities—to a focus on the emotional—experience-driven, shared values. The campaign repositioned Quickie’s benefit orientation so it resonates across the minds and hearts of the target audiences, and helped to reposition Quickie within the market on an emotional level that both new and existing customers could connect with.     Designed by BrandJuice...
Scott’s Liquid Gold

Scott’s Liquid Gold

STRATEGY Insights Brand Positioning Messaging INNOVATION JuiceBox™ DESIGN Visual Identity Packaging Design Integrated Marketing Plan Advertising Campaign Commercial & Video  THE CHALLENGE With its deeply rooted heritage and passion for innovation, family-owned Scott’s Liquid Gold (SLG) was ready to re-emerge in the home improvement retail channel. Seeking reinvigoration in a low involvement category, the brand needed to boldly redefine its positioning and establish a more premium, elevated presence to attract new target segments to the brand—and increase product sales from Walmarts nationwide to regional hardware stores.    WHAT WE DID A multi-faceted consumer research methodology tapped each layer of the path to purchase. From undercover, in-store consumer and employee intercepts to Cleaning Circles in the homes of brand loyalists, we surfaced rich consumer perception. These insights fed development of a new, strategic brand architecture that clearly expressed the authentic heart and soul behind the company and housed an expanded product portfolio—informing both visual rebranding and innovative marketing strategies for the revitalized brand.  THE RESULT Armed with a new logo and can design, comprehensive brand book, digital guidelines and a year-long integrated marketing plan for the brand’s 65th Anniversary, SLG revealed the new brand to its consumers, internal sales force, retailers and distribution partners. Phase II included the production of a television commercial to restage the category, increasing sales while fostering digital engagement that exceeded business metrics, produced unprecedented click-through rates and achieved strong ROI at retail.     Designed and directed by BrandJuice...
COEDIT

COEDIT

STRATEGY Insights Brand Positioning Messaging INNOVATION Ideation DESIGN Brand Identity Integrated Marketing Advertising Campaign THE CHALLENGE Colorado’s Office of Economic Development and International Trade (COEDIT) found themselves at a key point of growth as the city of Denver began an exponential boom, and the state at large found itself in flux. The time was ripe to communicate to local and global audiences the opportunity for activating new business, beneficial partnerships and career paths in a budding intelligent and cultural community.   WHAT WE DID Working together with the COEDIT team, BrandJuice leveraged the equity of the Colorado Tourism campaign along with the Colorado brand positioning to create consistency – “Inspiring the Extraordinary”. What next unfolded was a dynamic campaign bridging the work/life spheres. “Where Passion Meets Purpose” cultivated a balance that spoke to the needs and drivers of the target audience, and painted a picture of the economic opportunities alive in Colorado. An environment that is holistic and interconnected to all that makes the state a fantastic place to live and conduct business. THE RESULT Custom photoshoots and videos that BrandJuice helped produce and direct. The content was integral in crafting a new, engaging website for COEDIT that helped drive traffic and new leads. The campaign unfolded on social media and digital content, with a prominent feature on Forbes.com blog posts. Custom posters were also created to be featured in the great hall at the Colorado Convention Center.   Designed and directed by...