CLOUDY 2

Project:

Strategize, manage, and implement a national co-promotion with non-competing fresh produce growers, Sony Pictures Animation, and Feeding America.

 

Process:

• Serve as the conduit between all parties, managing the campaign at large as well as individual partner efforts

• Develop campaign look and feel from collateral, from nationally-distributed packaging to main

  landing site, working tightly with internal teams at Sony and Feeding America

• Identify measurable calls to action and other opportunities for analytics

• Create additional campaign strategies and elements including a food truck, giveaways, PR event strategy, social

  media support and much more

 

Results:

• Cloudy 2 was the most­-watched film in September, and millions of impressions were created online and in retail

   supermarkets

• Campaign ranked as one of the top five Feeding America campaigns for the year - raising hundreds

  of thousands of dollars and generating awareness

• Sales of each produce item in promotional packaging outperformed their planned distribution

  numbers; one partner saw a sales increase of 12% across its 5 participating SKUs

• Valuable media coverage was earned, over 400 articles mentioned produce partners

• Fresh produce partners saw tremendous jumps in online activity including up to a 26% increase in

  Facebook fans, up to 25% more website traffic and a total of nearly 6 million social media

  impressions

• Promotional microsite saw thousands of unique viewers

• Thousands of pounds of fresh produce was donated to Feeding America

• One retailer alone (Sprouts) raised over $580,000 for Feeding America through in­-store efforts

• Platinum winner - Hermes Awards

 

Read this article on VMA Storyboard for an in-depth look at how this promotion unfolded!

http://www.vmastoryboard.com/case-stories/1740/cloudy-with-a-chance-of-cross-media/

 

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The Kennedy Organization

Atlanta-Chicago-San Francisco

T: 773.213.2303