Case Study: Anniversary Campaigns
Objective: Powerhouse has worked on number of Client anniversary campaigns as a means to celebrate a brand’s success, capitalize on nostalgia, as well as establish the brand as both an icon and an industry leader. The goal in these campaigns is to use a key milestone as a platform from which to shout about a brand’s unique story, what made it so successful, and to reiterate company values to both consumers and the media.
Challenge: Powerhouse was tasked with communicating the origins, history and evolution of well-established brands in order to reconnect with past fans and garner interest from new fans without alienating the existing consumer base. The challenge faced is that along with every milestone, there needs to be a more timely hook or call to action in order to make an old brand’s story news to the media.
Solution: By crafting messages focused on a brand’s origins, unique moments in its history and continued evolution, paired with “newsworthy” pitching hooks including limited time offerings, special events, recent menu innovation and more, Agency sought to break through barriers and generate meaningful media coverage, the Agency has planned and executed comprehensive communications campaigns around anniversary milestones for various brands, including Wienerschnitzel and Del Taco. Tactics included generating story ideas, facilitating fun events, paid influencer campaigns, mailers with visual press materials and more, to make the iconic brand stand out in a way that resonates with today’s consumers.
Results: Through strategic media placements, Powerhouse was able to facilitate exposure amongst millions of potential consumers. Effective brand messaging conveyed by relevant media outlets helped put well-established brands back on the map by creating a sense of nostalgia while emphasizing evolution and continued innovation. These campaigns also worked to distinguish brands as an industry leaders and resources for future stories in the eyes of the media.