First, we used our industry insights to ensure the Q1 LTO would be positioned competitively against any competition. Research proved we were on the right track. Next, finding new ways to reach the NORMS target audience. Historically, linear TV and OOH have been the only media outlets. We added a variety of communication channels, including Social Media and Paid Digital. We also helped to update their loyalty program to a more robust platform. Then came the creative–how do we stand out and get positive attention while staying on brand?
Enter the “Shouldn’t Be” campaign. We featured funny, every day, relatable scenarios captured through user generated content. Every video chosen visually supports NORMS’ unique positioning of value, convenience, and service. Spreading the message across Social, Digital, Broadcast, and OOH, we launched in January of this year and immediately saw an impact.