We are only as good as the results we get for our Clients.
Cynthia Ferngren
We are only as good as the results we get for our Clients.
Cynthia Ferngren
We are only as good as the results we get for our Clients.
Cynthia Ferngren
Making ACNE Cool
The Challenge:
Scaling and product development is necessary for growth. However, it is not always possible to work on the business and in the business. Our innovation labs address this concern. Through design thinking and game-storming exercises we facilitate a fun, creative and productive brainstorming session to map out innovative new ideas, as well as a clear action plan that is executable.
The Solution:
Peace Out set the skincare market by storm, selling out in Sephora’s nationally within the first two weeks of launch. This was due to the brand strategy we created that took a fun, playful approach to acne. We wanted to tap into the insight that millennial women felt pressure to be picture perfect at all times. We created a campaign strategy around the brand tagline I wrote “Live a Life Without Filters. You Be You.”
The campaign resonates with the millennial female audience. It not only destigmatizes pimples, the campaign makes them grammable.
The Results:
The product ended up not just selling out the first two-weeks, but our Instagram and Influencer focused campaign resulted in being picked up by In Style, Vogue, and Cosmo. In addition, the product was voted the best acne product of 2018 from Teen Vogue.
Defying Expectations In Software
The Challenge:
Due to a large number of company acquisitions in a short period of time corporate alignment was a challenge at Dell Software. As a result, the company was unable to properly launch their new division to existing customers and the IT community at large. As a result, 82% of IT professionals were unaware that Dell had a software division, and most existing Dell hardware customers were unaware of the software division.
The Solution:
Through market research and persona development the key insight of the campaign was uncovered – IT professionals longed for “more” out of life, as their job is one that requires them to be on-call 24hrs a day, as the security of the entire company rests in their hands.
This allowed for the birth of the award-winning “Expect More” campaign. The campaign featured IT professionals in a split screen that highlighted their work persona and who they were in their personal life. Now they could work on rebuilding the old car with their dad because Dell Software has made their job easier by providing the security they need.
The Results:
The global campaign went on to receive a 2016 Stevie Award and achieved a 30% increase in unaided awareness.
Beating the big guys
The Challenge:
Liberty Mutual came to us with a challenge to help them create a product and prepare it for launch within three weeks. They wanted us to participate in a branding and strategy shootout with IDEO. At the end of the week, the account would be awarded to the best man or woman. Were we up for the challenge? You bet.
The Solution:
Dwellbeing is a home wellness app that would be launching in an already saturated market with competitors such as Home Advisor and Angie’s List.
In conducting consumer research it was uncovered that what consumers really wanted when it came to their home and life inside their home was simplicity.
This insight was used in creating the brand value proposition, “Caring For Your Home, Made Simple,” which became the cornerstone of the brand strategy. This value proposition worked because it spoke to both simplifying the homeowner’s life, and the simplicity of the app itself. The approach beat out IDEO, and we won the account.
Getting People Walking & Talking
The Challenge:
Multiple sclerosis (MS) is a potentially disabling disease of the brain and spinal cord (central nervous system). The severity of symptoms varies from patient to patient, one of which is the difficulty in overall mobility and the ability to walk well. This has a major impact on a patient’s lifestyle, and can often cause them to have to give up their full-time jobs and the hobbies and passions that once fulfilled their life.
Acorda launched Ampyra, a medication to help improve mobility and the ability for MS patients to walk. They wanted to be inspiring to investors, patients and customers and serve multiple purposes, which would require a large amount of content in a heavily regulated environment.
The Solution:
We created the award-winning website and campaign Ampyra Journeys. This was the first-ever online talk show where patients and medical experts talk about how walking problems affect people living with MS. The show was hosted by an Ampyra Patient Ambassador Kristie Kent and interviewed different MS patients on how the product changed their lives.
The Results:
The campaign went on to receive a 2015 Telly Award and helped bring the product to reach $122M in revenue by the close of Q4 2015.
Creating Meaning In Fashion
The Challenge:
Engle Roberts came to me, frustrated with being unable to gain brand awareness and momentum in the fashion market.
The Solution:
We saw this as an opportunity to create a brand strategy that truly connected to the needs of their audience. Instead of just focusing on how the clothes made a woman look, we wanted to focus on how they made a woman feel.
The Engle Roberts target audience was busy professional women. These women were looking for a wardrobe that was simple and easy to take care of, looked great and all went together.
With this insight, we repositioned the brand with the new value proposition “Style that is perfectly you.”
This strategy focused on the overall care and thought the brand put into each piece to make their customer’s lives easier. From fabrics that didn’t need to be dry cleaned, to carefully curated collections that all went together and could be mixed and matched.
Engle Roberts was able to connect to their core audience by taking the work out of looking and feeling beautiful.
The Results:
The global campaign went on to receive a 2016 Stevie Award and achieved a 30% increase in unaided awareness.
From last to first
The Challenge:
Aczone is an acne product that launched into the crowded market, positioning itself as a product ideal for “sensitive skin” The results of this lack-luster positioning, put the product in a last-place market position at launch.
As a first step to relaunching the brand, we looked at the overall data and realized that although the overall efficacy data for the product was not ideal, the product had a unique efficacy profile in adult female women. This was an underserved target in the acne market and an opportunity for ACZONE.
The Solution:
Through market research, it was uncovered that in fact, most women in their 30s and up still got hormonal acne, and 85% of them had tried the over the counter acne product Proactiv, which was spending millions of media dollars on television ads at the time. This was key, as most of the competitive acne products on the market had the same active
The Results:
As a result of the new strategy, the brand went on to go from last place in the market to number one in the market in less than a year.
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