PHASE I is based on the successes achieved with the 2013 ‘Give & Take’ media campaign created by INTENT Media, our first campaign for Trade Secrets and, we were asked to do it again for 2014. We would build on the momentum we achieved in the previous year – delivering even more sales and more foot traffic.
INTENT Media took a deep dive look at sales data from the previous years’ campaigns in order to identify any insights that could aid in the formulation of an aggressive plan for 2014. We had some additional objectives for 2014, as well. While Trade Secrets spends media dollars against two key promo’s a year – including Give & Take – they wanted the agency to consider some form of ‘always on’ media strategy to support smaller promotions that historically are not supported by paid media.
INTENT Media built a plan in consideration of the above and included a much more robust digital initiative, with a particularly heavy focus on search, programmatic and social influencer / blogger programs. The plan would see us layer a Facebook ad campaign, some television, and custom content print executions in titles like Flare and Lou Lou Magazines, among other tactics.
IN PHASE II as part of the overall media buy, we additionally identified Rogers Media as a multi-channel media partner who could help us fuse the great content we had access to with promotional concepts we co-created into an executable integrated campaign. This would surely raise awareness and create a compelling reason to visit a Trade Secrets location and participate the ‘Give & Take’ promotion.
Together, our promotional media partner and INTENT Media created a campaign that could be executed across many verticals with a cohesive and meaningful call to action. This would be brought to life through their digital channels, their print pubs, as well as featured segments on Citytv’s BT morning television program, that would integrate the ‘Give & Take’ story throughout the content and drive to retail.
Additionally, as Trade Secrets is a longstanding corporate sponsor of The Weekend to End Women’s Cancers, and as INTENT Media is the agency partner of both, we were able to create even more awareness, corporate goodwill and donations, by providing a bridge through the creative and media executions that were mutually beneficial to both parties within the ‘Give & Take’ promotional program.
PHASE III for ‘Give & Take’ the SEM campaign was constantly monitored and optimized to ensure that we were leveraging any and all insights gleaned from this on-going six-week campaign. We also used the SEM to deliver against the “always on” objective. While it was in high gear around ‘Give & Take’ and the other major promotion, it was still active to a lesser but still meaningful extent the rest of the year, so that even the smaller, not typically funded promotions had some media presence throughout the year.
With regards to our partnership with Rogers Media, we worked intimately with their sales, promo and editorial teams to build co-branded contests and eblasts, custom content advertorials in LouLou and Flare, and created at least six compelling live-eye segments on Citytv’s BT morning show. We crafted the key messaging and concepts for each segment to bring the promotion to life.