social | digital | influencer | experiential | product design | pr
social | digital | experiential | pr
Because of their Easter mainstay status, Hershey’s was seeing a plateau in engagement and conversation around the Reese’s Peanut Butter Egg. They sought a way to re-invigorate the brand while creating a buzz for the 2019 Easter holiday season.
After a deep dive into consumer consumption habits, MWWPR found that people experience extreme disappointment when Reese’s eggs disappear from store shelves following the Easter holiday.
In addition, people love to freeze their Reeses—especially eggs because of their limited edition status.
What do you do when you want to keep your eggs? You freeze them! With that play on words, we launched a buzz-generating campaign leveraging smart social tactics and attention-grabbing visuals. From following “@Frozen” on Instagram, to a sweepstakes awarding frozen eggs to the first 500 fans who engaged, we first created an air of mystery, then paid it off with fun fan interactions.
• No.1 selling chocolate of Easter 2019
• Secured 570 stories, 63% of which were feature coverage, generating 1.39 billion media impressions
• 500 sweepstakes packages of Reese’s Eggs ran out in just 32 seconds
social | digital | influencer
Late to the game, Barefoot needed to launch the On Tap Wine box in a crowded marketplace.
In a world of Netflix and Chill we tapped in to the current JOMO trend and utilized celebrity Mindy Kaling to help deliver an authentic message about the joys of missing out.
• 10.4M+ total video views across all channels in the first month
• Also delivered 28,700,000+ paid impressions across all channels in the first month
• All channels (rolled up) generated an average 32.2% VCR (50%+ video completion rate)
• Exceeding CPM efficiency by nearly 20%
• Barefoot occupied approximately 29 percent of the larger JOMO conversation, compared to less than 1 percent prior to May 15
• The total volume of general JOMO social conversation increased by 83 percent post-Mindy
social | digital | influencer)
With flagging sales and little product awareness in 2017, something needed to be done to get Barefoot Spritzer on the map.
INSIGHT & ACTION
With music being such a focus for the millennial set, we created The Slay Team—a parody music group featuring celebrities Elizabeth Banks (The Hunger Games), Cecily Strong (Saturday Night Live), Phoebe Robinson (2 Dope Queens), Chrissie Fit (Pitch Perfect) and Laura Bell Bundy (Legally Blonde on Broadway). The Slay Team collaborated to produce their first single, “Crushin’ It” which becalms the song of the summer for 2018.
• 5 million+ video views within days of release
• 11% spike in sales YOY
• Doubled website traffic during the month long campaign
• 300+ media impressions
• Adweek Ad of the DaY
With so much success The Slay Team came back to together during the holidays as the Sleigh Team and created another single, “Sleighin’ The Holidays” which garnered 4.6MM+ You Tube views and nearly a 100% uptick in traffic during the run.
experiential | social | digital | vr
In anticipation of Air New Zealand’s new direct flight from Chicago to Auckland, we needed to convince the locals that the ANZ flight was accessible, comfortable, luxurious and even fun.
People love unique experiences and we knew we could deliver on a fully immersive pop-up experience to highlight the best that New Zealand and Australia has to offer.
In collaboration with Invisible North, we dropped three shipping containers into downtown Chicago, including a one-of-a-kind infinity room with panoramic sound, tactile elements, and dynamic video content of iconic New Zealand landscapes and scenes of Australia.
Additional shipping containers included the dynamic experiences of Kiwi-inspired cuisine offerings and an inflight simulation.
The uniquely Kiwi experience was a huge success, truly showcasing why Air New Zealand is a "Better Way to Fly" from Chicago to Auckland. Not only did the brand have direct contact with more than 2,000 consumers, it generated top-tier media coverage in Chicago and beyond.
social | digital | vr | experiential | print | website | pr
•Content performing 2.2x target engagement rate
•Owned social performance is the #2 channel in Atkins’ marketing mix
•Reestablished Atkins as the leader in sales and expertise in the rapidly growing and evolving low-carb space;
•Grown Atkins’ social channels to more than 1 million followers
•Driven double-digit growth in sales
•Increased share of voice and grown family of influencers and advocates in social.
•Our campaign reached more than 1.7 million people through in person and social conversations.
•We secured coverage in top national, regional and trade publications including CNBC, Forbes, Marie Claire, Cosmo, Miami Herald, Elite Daily, Food Dive, Food Navigator.
•We drove extensive social coverage with more than 100,000 visits to the microsite in the first month of the campaign and more than 30,000 downloads of the Eat This Not That guide.
social | digital | influencer
A content series with Milo Ventimiglia and Melissa Joan Hart
Description Coming Soon!
social | digital | influencer | pr
Repositioning itself with a complete brand re-launch, MET-Rx wanted to create a new content campaign that would drive awareness among young, elite athletes, and shift the narrative from a legacy brand to one that fuels modern preparation and training.
Leveraging the Love The Monster ad campaign, MWW engaged in hosting Facebook live feeds, crafted multiple video vignettes, as well as accompanying cinemagraphs and supporting graphical illustrations. We launched with Joey Bosa; Defensive End for the San Diego Chargers, followed up with Addison Russel; Shortstop for the Chicago Cubs and are continuing with Leonard Fournette; RB for LSU and current NFL 4th round draft pick for the Jacksonville Jaguars as well as Justice Winslow, point guard for the Miami Heat.
•Earned media campaign around the brand re-launch and Joey Bosa partnership increased share of voice by 36 percent and helped drive an 800 percent increase in website traffic.
•Addison Russell branded video content generated more than 42,000 organic views on Instagram and was used as online video for the brand’s paid media buy with Fox Sports during the World Series.
•Earned media coverage from Addison Russell interview opportunities delivered more than 175 million monthly impressions.
social | digital | paid | ooh | pr
Knowing that getting coverage for the release of JAY-Z’s highly-anticipated (yet unexpected) album 4:44 wouldn’t be the issue—but that helping to tell the most compelling story about his most personal album to date would be the real challenge.
Moreover, the story had to come to life in the US, UK, France, Germany, Norway, Japan and Australia, amidst the album being rolled out in three distinct phases over multiple weeks.
With the objectives being to drive app downloads and make JAY-Z and 4:44 the most talked about artist and album of 2017, my team led the charge managing global PR coverage, innovative media partner paid integrations, and truly stand-out creative and OOH media placements across the globe. The focus was as follows:
Phase 1: Traffic across OOH and digital media with only 4:44. On media partner websites, we secured placements that did not click through (static), which was a very rare request for these publishers. But the tactic, along with the stand-out and stark OOH kept fans guessing, which ignited a social conversation that would last well into the summer.
Phase 2: Two weeks later we successfully revealed the artist and release date with click through to the Sprint / TIDAL sites in the USA and TIDAL internationally. In this phase, no details of the project were revealed. This built further awareness, anticipation and additional social conversation for the release date.
Phase 3: The album went live on TIDAL and we developed rich media banners that housed a micro-version of the TIDAL audio player within. These assets enabled fans and interested readers to sample 44 seconds of each song without needing to leave the publisher's website. If you were already a TIDAL subscriber, the full album would play within the environment.
Over 3,000 unique stories were generated throughout the campaign in top-tier outlets across each major territory. With each phase of the campaign and release of each tease, the TIDAL App’s ranking grew in the Apple and Android app stores, reaching the #1 spot in the US and UK.
Jay-Z’s 4:44 was the most discussed album of 2017—the most covered 2017 album across the spectrum of traditional media (from CNN to Complex), as well as the most discussed and amplified through social media (including extensive social sharing of the OOH media and website takeover).
Axe Peace Project
social | digital | ooh | experiential | website
AXE needed a social activation (in conjunction woth their new Superbowl ad) to help support the launch their new scent Axe Peace.
What’s the natural counterpart to peace? Love. What’s a simple symbol of love? The kiss.
My team developed an activation within a 360 degree integrated campaign that was very simple—kiss a loved one, take a photo of you kissing that loved one and share it on Instagram, Twitter or Facebook with #KISSFORPEACE.
We put those images up in a web gallery as well as displayed them in Times Square for three days leading up to the Superbowl.
40,000 photos were submitted and over 80,000 mentions of #KissForPeace during the campaign culminated when the # trended on Twitter during SuperBowl Sunday.
social | digital | influencer | LE product | pr
Without any new product news to leverage, we needed to make Tyson Any’tizers and Crispy Strips relevant by driving large scale coverage in consumer food, lifestyle and sports media.
Enter the Tyson Chicken Wing-Mate, a personal dip-holding wristband designed to combat the ultimate party-foul, the dreaded double dip.
The PR team enlisted Rashad Jennings, professional football player and former DWTS champion, to unveil the Wing-Mate in action through a creative content piece. Rashad participated in on-site media interviews at Super Bowl Radio Row, injecting Tyson into game day entertaining conversations, and created unique social content sporting the Wing-Mate and highlighting the products.
The Wing-Mate wristband became the vehicle for capturing media’s attention, resulting in widespread national and local coverage of Tyson Any’tizers and Crispy Strips surpassing program KPIs, with notable placements in top-tier media such as Today.com, Delish, Food & Wine, NFL Network and Bleacher Report. The program had strong social engagement on on owned channels (1.1M engagements) and on celebrity- created content (1.8M engagements)
social | digital | influencer | ooh | website
Deliver a digital and PR campaign to drive awareness and engagement for the newly created “Show Your Love Some Love” advertising initiative, in a category where camera sales were lacking.
MWWPR created an integrated “Love Letters” campaign and issued open letters to the residents of New York City, highlighting the reasons we love New York to inspire people to share iconic images of the city.
The campaign used stunning imagery to create curated love notes that highlighted New York’s diversity, showcased its energy and inspired New Yorkers to share their own love letters using #NikonLoveNY.
The campaign included offline and online promotion, advertising takeover of the “N” line Subway stations, user-generated content (UGC), social paid and influencer promotion and an earned media campaign.
The Nikon Love Letters campaign successfully drove outstanding levels of increased brand favorability, purchase consideration, positive earned media coverage, widespread consumer engagement and, successfully reached target consumers. The campaign exceeded every set KPIs, reaching 274 million people through sustained digital efforts and PR coverage over the campaign’s 3-month period.
•Drove more than twice the brand favorability lift goal set for the program (11-point increase)
•Contributed to a 17-point improved purchase consideration increase
•Content reached 274 million people through sustained PR coverage and social media efforts over the campaign’s 3-month period
•Generated widespread coverage in trade, news, consumer, tech and photo outlets, top-tier media Buzzfeed, Huff Post, US Weekly and Cool Hunting
social | digital | pr
For the second year in a row, MWWPR continued to establish the Kentucky Derby as a premier national entertainment event, working to expand the relevancy of Derby beyond its traditional media window and attract new, younger audiences to engage with race as a lifestyle event and cultural moment.
• Researched and identified non-sports verticals that capture the essence of the Kentucky Derby, including food and drink, fashion, entertainment, and betting – and leveraged key Churchill Downs spokespeople to tell the stories authentically
• Determined top-tier national outlets across all media types that would amplify the lifestyle narrative within each vertical
• Leveraged major announcements leading up to 143, working closely with key national publications to share the news, including People magazine and The Daily Meal for the Official Derby Menu and AP for The National Anthem singer
• Created unique branded video content that brought to life the Kentucky Derby fashion narrative and piqued media attention ahead of the event
• Outreach resulted in lifestyle coverage beginning three months ahead of the Derby and continuing throughout the event
• Exceeded media awareness and engagement goals by 65 percent and generated more than1 billion monthly impressions
• Delivered a total of 318 earned media placements, including 41 original stories in top-tier outlets such as USA Today, Refinery29, Forbes, Maxim, TODAY.com and InTouch, all with positive sentiment and inclusion of key messaging
• Leveraged branded video content to secure feature stories in The Huffington Post and Parade
• Always Dreaming‘s win, which peaked with 19.1 million viewers during the race, delivered the second-largest Kentucky Derby TV audience since 1989
social | digital | paid | influencer | pr | website
It's not easy having JayZ himself approve your work. We helped Tidal through a tough launch and bad reviews to eventually become a player in the streaming music industry. From creating artist approved posts on social to helping develop the Tidal acquisition website to launching the Beatles on Christmas Eve, we helped Tidal with copy, content & asset creation and a POV on their brand essence.
vr | social | digital | experiential | pr
LAUNCHING NEW PRODUCTS VIRTUALLY
Jack in the Box asked MWWPR to help with their “biggest product launch yet,” that would break through the QSR clutter and win consumer attention. MWWPR created virtual reality content to execute a live tasting for the Jack’s Brewhouse Bacon Burger winning much-needed favor of key media in NY and LA. It was the first use of VR to launch a product in the QSR industry.
social | digital | LE product
Doritos decided to take a stand against LGBT youth bullying and harassment with a colorful expression of support for the LGBT community—the limited-edition release of Doritos Rainbows chips. They needed to help break through the media clutter surrounding the issue and the brand and proudly fly their colors to impact media and consumers alike.
• Created a new manufacturing process to create the Limited Edition Rainbow Doritos.
• Rainbows were made available exclusively through an online fundraising campaign to benefit the programmatic work of the It Gets Better Project, a non-profit organization seeking to provide hope to LGBT youth and inspire the changes needed to make the world a better place for them.
• The product’s release was strategically aligned with the five-year anniversary of the It Gets Better Project (Sept. 17th) and ran the campaign through National Coming Out Day (Oct. 11th) to help cut through the media clutter.
• Leveraged the power of key influencers as advocates to create positive conversations online and drive consumer donations and partnered with multi-vertical national media to effectively tell the Rainbows’ story.
• Developed a comprehensive social media strategy designed to fuel positive consumer posts and promote the use of the campaign hashtag, #BOLDANDBETTER.
The campaign was the largest fundraising effort in the nonprofit’s history. All bags of Doritos Rainbows were claimed in less than 24 hours—generating more than 1,800,000,000 media impressions for the Doritos brand, making Doritos Rainbows the most successful product PR launches in Frito-Lay history.
social | digital | experiential
Description Coming Soon!
social | digital | experiential | paid | gaming | website
So good the first time, we had to do it again. This time with video clues!
social | digital | experiential | paid | ooh | website
Bringing Euphoria to communities in need through renovation, beautification and ice cream.
social | digital | paid
Nikon enhances the world's photographic culture and provides expanded imaging possibilities to people around the world but they came to us when they needed a social content strategy that was more than just pretty pictures.
To augment an already rich photographic social feed, we adopted a product forward, 4-step approach. First, all the content needed to be created on one of the many Nikon cameras which would be featured in the post copy. Second, the content would never be static. Third, the content needed to encompass a wide range of subject matter while showcasing different creative styles & techniques. Finally the content team needed to adapt to real time requests and content generation.
social | digital | experiential | gaming | website
If it's not ore-Ida it's NOT tater Tots. For years these Imi-Taters have been tricking innocent tot fans into snacking on an imposter tater treat. Now the Justice for Potatoes League is setting out to find and catch these imposters before they spoil another meal!
A social-based scavenger hunt using paid media and content to provide clues to users who in turn capture the Imi-taters where they’re hiding on the internets!
digital | social | experiential | gaming | website
Girls are getting hotter and it's causing guys to lose their cool and there's only one way to win it back. A battle in each era awaits. Alter history with your decisions. Six eras. Six battles. Twelve girls. This is Hot Wars.
digital | social | experiential | gaming | website
Nothing beats an astronaut. Four tests designed to push the skill of the contestants vying for a chance to go to space. Check out the case study video.
social | digital | broadcast tv & radio | experiential | website | pr
From candy-makers to theme parks, the Jersey Shore is known for its beloved family-owned businesses. In fact, a majority of businesses located along the 130-mile coastline are family-owned and operated. These local family institutions provide visitors with a sense of belonging and create an authentic experience unique to the Jersey Shore. We tried to capture that with this fully integrated campaign for the state.
social | digital | broadcast | print | website
If you don't use PERT you could unleash your inner animal. Don't let that happen. A Facebook presence touts a MiLB partnership, a full product display, The Sudzinator and other games, as well as product giveaway's and daily fan activities, designed to drive participation. The fully integrated campaign also included Print and Broadcast Media creative.
social | digital | broadcast tv & radio | print | website | pr
Some Men Need to be Slapped
After Old Spice dominated the advertising landscape BRUT needed something buzz-worthy. Enter Brut Slap. Kicking off with a launch party and supported via website, TV, and a partnership with the WWE there was a 4,000% increase in mentions and 23% increase in sales in 5 weeks. In addition a revamped Facebook presence fostered participation through polls, games and product giveaways.
social | digital | broadcast radio | website | pr
How do you follow up a great campaign? You take over a news show that's how. What was known as The Brut News Network was hijacked by Bob and Ned to become, well, Bob & Ned News! The duo take us on a voyage of manhood. Some disturbing, some questionable, all of it fun. Featuring episodic video, online media, and a radio partnership with Jim Rome.
social | digital | experiential | gaming | website
The Fans With Benefits contest asked a user to guess the next week's prize for a chance to win. Ten clues were given over ten weeks for interesting and unique prizes. Website and Facebook activation revamped to have a new look and feel.
digital | social | gaming | website
A choose your own adventure video series that highlights the day of Law, one of the Axe Community Managers. The activation follows Law on the adventures that the user chooses for him, all the while highlighting the benefits of the Axe Face Products.
digital | print | broadcast tv & radio | paid | website
It's a tough world out there. Panasonic wanted its users to know that they were in good company when it came to product use. We gave a glimpse into that world, it's people, their industries and the way in which they used the product. A TV spot was created for general awareness and drive to web while print ads helped with awareness across the multiple verticals.
social | digital | broadcast tv | website | pr
Insight: Women like shoes more than ice cream.