The objective was to create buzz about the naming and the new brand. This would include creating engaging visuals and concepts for an internal campaign, as well as an integrated external campaign featuring PPC and trade media advertising.
For Avery’s internal communications, The Think Tank built a series of animations as teasers, announcing the new brand and its bold new visuals.
The external campaign consisted of a new integrated approach of launching the brand into the market, with a goal to achieve maximum exposure across Avery’s key targets on a limited budget.
The campaign included advertising in trade media and an extensive PPC strategy across multiple channels: Google, Facebook, YouTube and LinkedIn.
The Think Tank also devised a media schedule for key publications and designed assets for each. We targeted performance sports brands, top-tier US sports organisations in the NFL, NBA, MLB and USL, as well as leading brands and clubs in the UK (read more about the PR campaign and it’s results here).
Through a fully integrated approach, The Think Tank was able to create excitement and raise awareness of the Embelex brand, driving significant traffic to the website.
The Think Tank is now moving into the campaign’s next phase, lead generation, and are currently working through the strategy with Avery Dennison.
To date, the campaign has exceeded expectations:
50% higher click-through rate than estimated.
The click-through rate of close to 1% far exceeds the 0.24% estimated for our target audience.
The campaign triggered a 20% surge in direct visitors against the previous period, with returning visitors increasing by 12%.
A visual flourish for an embellishing solution
There’s no business like clothes business, as they say. We created a big buzz for the rebrand announcement of Embelex, a key solution in Avery Dennison’s toolbox.