It’s the most wonderful time of the year at H-E-B…for crawfish. Plot Twist Creativity is proud to share some recent work for H-E-B, featuring their fantastic boil master and his fanatical love of all things boiling.
Credit One Bank, one of the fastest-growing credit card issuers in the U.S., is launching a new evolution of its successful credit gods campaign: “Live Large.”
As card benefits and product offerings at the Bank have grown, so has the campaign. In the newest executions, Cashios (the god of cash back) and Pointsephone (the goddess of points) return, but they’re now larger than life – 30 feet tall, to be specific. These giant gods are present in our world to serve as a powerful force on the side of ‘mortals’ and encourage everyone to “Live Large” by making the most of their industry-leading card benefits and rewards.
“At Credit One Bank, we aim to make sizeable rewards once available only to the few, now accessible to the many,” said John Coombe, Senior Vice President of Marketing at Credit One Bank. “We hope our customers are inspired by the credit gods to ‘Live Large’ and that future customers will know that Credit One Bank can enable them to do the same.”
“We were thrilled to work with Credit One Bank to bring the credit gods to life in a whole new way,” said Tim Tone, TRG group creative director. “Credit One Bank welcomes customers across the credit spectrum, and this campaign is adapted from the philosophy of being a powerful force on their side.”
The continued marketing efforts for Credit One Bank outline how cardmembers can “Live Large” by using Credit One Bank’s Platinum X5 Visa and Credit One Bank Wander® Card. The Platinum X5 Visa credit card gives up to an incredible 5% cash back rewards on the first $5,000 of eligible purchases plus 1% cash back rewards on all other purchases. Credit One Bank’s Wander Card gives you an astonishing 10X points on eligible hotels and car rentals booked using the Credit One Bank travel partner; 5X points on eligible travel including flights, dining and gas purchases; and 1X points on all other purchases. Now that’s living large.
The campaign is running nationally on television, streaming platforms, and digital and social media. The campaign’s signature characters will remain integrated into Credit One Bank’s sports, entertainment and charitable initiatives.
For more information, visit CreditOneBank.com.
About Credit One Bank
Credit One Bank is one of the fastest-growing credit card issuers in the U.S. Founded in 1984 and headquartered in Las Vegas, it offers a full spectrum of credit card products including cash back and points-based cards as well as jumbo CDs. Credit One Bank is also the Official Credit Card of the Las Vegas Raiders, NASCAR, WWE, the Vegas Golden Knights and Best Friends Animal Society. Learn more at CreditOneBank.com; on our Newsroom; or on social media (@CreditOneBank) on Facebook, Instagram, Twitter, YouTube and LinkedIn.
As social commerce continues to evolve, an exciting and growing area of social commerce growth is live-streaming. In Asia Pacific markets, live-streaming has become an essential growth driver of commerce, collapsing top and bottom funnel objectives of awareness and conversion and utilizing influencers to drive brand relevance, product salience, and impulse purchase. Live-streaming continues to grow across global markets and product categories. In this document, we’ll provide an overview as to what it is, how it applies to deliver objectives, and how to test pilot live-streaming for your brand.
Social Commerce is Evolving
Before getting into live-streaming, it important to clarify that Social Commerce is a broader area that contains two broad approaches: Social Media-centric and Retailer-centric.
Social media-centric (social platforms with eCommerce features), like YouTube, Facebook Live and Instagram Live, utilize media to drive viewership and engagement. Retailer-centric (eCommerce sites with live-streaming features) that focus on driving real-time conversion. While Brands will continue to utilize Social media-centric approach to drive Brand awareness and engagement goals, with greater pressure to drive conversion, a Retailer-centric approach may be more effective to deliver top and bottom funnel goals. In APAC, live-streaming was originally designed by online eCommerce marketplaces to create a more engaging and immersive social shopping experience. In the US, the Retailer-centric approach is gaining traction to drive Brand and Retailer objectives and delivering shopper needs.
Brands and Retailers are utilizing live-streaming to create a dynamic social experience that brings together product-focused promotion, concierge sales service, and authentic brand storytelling. Leveraging engaging hosts, Brands and Retailers are not only able to naturally position their products with shopper passions and interests, but are also able to provide real-time community engagement with their questions and comments, helping reduce sales friction and accelerate sales. Though live-streaming had been popularized during pandemic lockdowns out of necessity, it is here to stay.
Enabling Growth During and Post-Pandemic
The flight to digital properties (websites/online marketplaces) naturally provided transactional opportunities, but like product substitution, however, shoppers desired new experiences to satisfy their shopping needs. For the apparel and fashion category, live-streaming enabled an elevated digital experience as a substitute for being unable to shop in-store during the lockdown. However for fast moving consumer goods (FMCG) and consumer durables, live-streaming is still in its nascency, but Brands and Retailers are seeing its promise capturing interest, influencing decisioning, and driving repeat engagement.
– 43% of Americans surveyed use livestream video or social shopping to inform their decisions
– 52% of people engaging with live-streaming note that the online experience and community engagement are what keeps them coming back
From capturing younger audiences, driving trial and impulse sales, to elevating experiences, live-streaming offers a multitude of opportunities for Brands and Retailers to achieve greater success. In this section, we’ll share some quick stats and take a look at some examples.
Live-streaming is a fantastic channel to connect with newer, young audiences in an immersive format. In some cases, brands are seeing an increase of up to 20% in purchases by younger audiences.
– Adults in Gen Z derive 75% of their influences from social media, online content, and celebrities
– 48% of 13-39 year olds are interested in purchasing from shoppable livestreams
– At Least 30% of people under 34 purchase products on a social networks weekly – compared to around 12% of their older cohorts
SITUATION
Amid pandemic lockdowns, luxury took a back seat to essential shopping, so retailers like Bloomingdales became less relevant.
SOLUTION
In partnership with Jimmy Choo’s creative director, Bloomingdales hosted a 45 minute livestream session during which the host highlighted some of the biggest trends she’s seeing in footwear, as well as inspiration for post-pandemic fashion and gave viewers a first look into Jimmy Choo’s upcoming collection. Participants who signed up in advance received complimentary cocktails and macarons sent via mail, and the first 50 people to buy a pair if Jimmy Choo shoes received a personalized fashion sketch.
Live-streaming is a great forum to share new, exclusive, and limited quantity products. In China, live-streaming is used to drive impulse purchase, especially among products that are new, available in a limited quantities or for a limited time period.
– Over 38% of people who tune into live-streaming sessions do so to discover new products.
– 35% of people looked at or purchased a product via social media because it was unique.
SITUATION
Amid Covid lockdowns, Kit Kat was struggling to stay top of mind with Australian consumers. In order to combat stagnation and show just how much the brand has to offer, Kit Kat needed to think differently about how they sold their chocolates.
SOLUTION
Kit Kat Australia recently launched “live from the chocolatory” live-streaming sessions in partnership with Facebook Live. Tapping into their head chocolatier, they created a highly immersive live shopping experience that got Australians up close and personal with everything the Kit Kat Chocolatery had to offer, right in the palm of their hand.
RESULTS
Livestreaming does what brands hav been attempting to tackle for years after the dawn of eCommerce – recreating the fun and immersion of in-person shopping in a digital forum. Viewers can build a sense of community among others watching the livestream, interact with the host, and ask specific questions/send requests for demonstration to truly “experience” the product.
SITUATION
As the pandemic caused most grocery retailers to shut down their high-touch departments and self-service areas, H-E-B was forced to close its Cooking Connections section, where chefs regularly put on cooking demonstrations of products offered in-store.
SOLUTION
Beginning in November 2020, H-E-B held weekly Zoom-based cooking classes around what shoppers were searching for on its website. This gave way to H-E-B kicking off its live-streaming feature on July 1st, launching with a 12-hour Grilling Open event that featured grilling tips by a cast of culinary guests. Thanks to that success, shoppers can tune into a weekly Cooking Connections class on Facebook live platform, and on a side scrolling panel discover and buy all the products the chef uses.
RESULTS
The Grilling Open event brought over 400k watchers to the livestream, and H-E-B now boasts more than 1.6MM Facebook followers.
Live-streaming has uniquely created dynamic, authentic product-centric promotion that drives shopper engagement and conversion. While driving brand relevance and sales is paramount, we see four additional benefits to live-streaming efforts:
We’ve set the context and shown how Brands and Retailers are reaping the benefits of live-streaming. Piloting live-streaming requires little investment, but does require following four key principles:
Contact us to test live-streaming for your brand.
After a competitive RFP process, Beko U.S., Inc., a subsidiary of global consumer durable company Arçelik A.S., has named Addison-based 31,000 FT Advertising Agency as its U.S. social media partner.
“We are thrilled to collaborate with 31,000 FT to reach consumers with our message of sustainability and performance,” said Justin Reinke, Vice President of Marketing at Beko Home Appliances USA. “As Beko continues to grow in the United States, we believe 31,000 FT’s expertise and nimble nature will help us engage the category in fresh and exciting ways.”
Beko’s dual-commitment to personal and planetary health stands out in the appliance and houseware landscape. The brand completed fully sustainable production across all its manufacturing facilities and is among the first appliance makers to reach carbon-neutral production in 2019 and finish with carbon credits in 2020 (per the PAS 2060 Carbon Neutrality Standard).
“Our team was incredibly passionate about pitching this business,” said 31,000 FT CEO, Carter Keith. “Beko’s drive to improve the health of people and the planet is a story we are eager to be a part of, and the social stage is the perfect space to tell it. Now more than ever, consumers want to connect with and be entertained by brands that align with their values.”
Beko’s social media work with 31,000 FT will launch in 2023 across a range of platforms. Keep an eye out, you won’t want to miss it!
ABOUT BEKO US INC
Beko U.S., Inc. is the U.S subsidiary of Arçelik A.Ş. operating in more than 140 countries. Beko is the leading freestanding home appliances brand in Europe in the white goods sector. Beko U.S., Inc. is committed to developing highly energy-efficient home appliances that deliver advanced technology and superior features, empowering your family to live healthier. Five years in a row, from 2017 to 2021, a first for any appliance manufacturer, Beko U.S., Inc. received the Environmental Protection Agency’s ENERGY STAR® Partner of the Year Award for its outstanding contributions to protecting the environment through energy efficiency. In 2019, 2020 and 2021, Beko U.S., Inc. also was recognized with an ENERGY STAR Partner of the Year Sustained Excellence Award, the program’s highest honor. Beko is a member of the EP100 Climate Group Initiative. For more information, visit www.beko.com/us-en.
ABOUT ARÇELIK
With 32,000 employees throughout the world, 12 brands (Arçelik, Beko, Grundig, Blomberg, ElektraBregenz, Arctic, Leisure, Flavel, Defy, Altus, Dawlance, Voltas Beko), sales and marketing offices in 43 countries, and 22 production facilities in 8 countries, Arçelik offers products and services in nearly 150 countries. As Europe’s second largest white goods company by market share (based on volumes), Arçelik reached a consolidated turnover of 5 billion Euros in 2020. With almost 70% of its revenues coming from international markets, Arçelik is the R&D leader in Turkey – holding more than 3,000 international patent applications to date with the efforts of 1,600 researchers in 15 R&D and Design Centers in Turkey and R&D Offices across five countries. Arçelik is named the “Industry Leader” in Durable Home Appliances category for the 2nd year in a row in Dow Jones Sustainability Index 2020 and in accordance with PAS 2060 Carbon Neutrality Standard, became carbon-neutral in global production plants in 2019 and 2020 fiscal years with its own carbon credits. https://www.arcelikglobal.com/en/
Tegan is overjoyed to share that they’ve partnered up with Beech Valley Solutions, an exclusive network for the top accounting consultants, to execute a comprehensive website redesign.
Beech Valley Solutions’ mission is to fill the talent gap by quickly matching experienced freelance accountants with clients through their proprietary tech-powered staffing resources and hand-selected network of professionals.
The Tegan team will spearhead a collaborative effort with Beech Valley Solutions to boost the firm’s web presence with creative design and content updates. These improvements will contribute to an elevated and dynamic user experience that will set Beech Valley Solutions apart from the competition as a streamlined hub for CPA professionals and the companies in the market for their valuable services.
It goes without saying the Tegan team is psyched to get started. Stay tuned for updates around the website transformation.
Harrison, a global branding agency with expertise in architecture and design, is proud to highlight members of its leadership team in honor of Women’s History Month.
Harrison takes great pride in hiring and retaining a diverse workforce that is high on experience, character and talent. Creative Director Sarah Jenkinson, Senior Director of Marketing Sara Kern, and Brand Strategy Manager Rachael Armstrong bring over 50 combined years of experience to Harrison, delivering quality services and sharing their talents with the high profile brands the agency supports.
“These three incredible women exemplify the fundamental beliefs at the heart of our business with an emphasis on client partnerships, authentic brand stories, customer journey planning and creative guest experience design,” said Harrison CEO Keith Anderson. “I’m honored to showcase their experience and talent as a part of Women’s History Month.”
Jenkinson contributes more than 20 years of experience in hospitality, retail and stadia to her position at Harrison. As creative director, Jenkinson leads the creative team in the US office and establishes and enforces artistic vision across the projects she and her team touch for clients like Gordon Ramsay North America, Hilton, Fogo de Chão, Tiffany Derry, Daddy’s Chicken Shack, Front Burner Society and Savory Restaurant Fund. An imaginative trailblazer who nurtures her team and inspires extraordinary designs daily, Jenkinson is a true inspirational leader at Harrison, said Anderson.
Kern, who joined Harrison in January, successfully leads marketing and brand communications with a focus on extending brand strategy efforts and client offerings beyond brand identity. Leveraging her over 13 years’ experience, including stints as brand director at The Richards Group and digital and social activation manager at Corner Bakery, Kern plays a key role in assisting clients, unlocking new opportunities, and strengthening guest engagement and loyalty for all of Harrison’s brand partners.
Armstrong knows a thing or two about utilizing space and design. Prior to starting at Harrison, she cultivated 17 years of experience in interior design for luxury residences and hotels. After starting at Harrison in 2019, she was quickly promoted to senior interior designer in two years and recently made the jump to brand strategy manager where she oversees the graphics and branding teams. Armstrong analyzes market trends and consumer habits to develop brand design that meets the client’s needs. She also collaborates with the interior design team to ensure holistic execution of projects and that the scope of the work aligns with Harrison’s overall brand strategy.
Harrison was founded by Philip Harrison in 1989 and has grown to become a recognized and trusted business, not just in the United Kingdom but on a global scale, with a reputation for devising and executing exceptional projects within the hospitality and leisure sectors. Under Anderson’s leadership, and with support from these female leaders, Harrison is structured to grow and flourish international business in strategic markets around the world, offer clients a 360-degree design approach and always ensure that Harrison’s core values and strategic services are embedded into each client’s brand guest experience and personality.
About Harrison
Harrison is a global specialist in architecture, interior design and brand consultancy. The team creates global brands with distinctive spaces, commercially successful brand positioning, and practical and sales optimized interior design. With over 30 years of experience, Harrison has worked on over 6,000 spaces channeling storytelling, creativity, imagination, and a genuine passion for developing unique guest experiences in all they do. Harrison has offices in London, Birmingham, Dallas and Melbourne, working exclusively in the hospitality and leisure sectors. Its current and previous client list includes Fogo de Chão, Hilton, Harrod’s, HMS Host, Gordon Ramsay North America, Marugame Udon and Nando’s to name just a few. For more information visit weareharrison.com and follow on Instagram.
The award-winning advertising industry team of Bill Milkereit and Todd Tucker has formally launched a new branding agency, Poke The Bear, and unveiled a blunt philosophy for its approach to creative work and sticky brand solutions at its new website, pokethebear.agency. The bold name and arresting logo are meant to encourage brands to be daring and take risks worth taking – with an expectation of bigger rewards, such as those the team’s “skins on the wall” prove.
Milkereit and Tucker both hail from TRG (formerly The Richards Group) and are responsible for some of the most memorable work in the field, including spots for Chick-fil-A’s legendary EAT MOR CHIKIN Cow campaign, The Home Depot, Fruit of the Loom, The Atlanta Falcons and the Southeastern Conference’s “It Just Means More” campaign.
With a moniker like Poke The Bear, the two are betting on the name making a powerful impression. “Poke The Bear is exactly what we’ve made a successful career doing. We poke. We prod. We provoke. And brands prevail,” says Milkereit. “This name and logo are impossible to ignore. Poke The Bear not only reflects our style but also, to any potential partner, it’s our agency’s big differentiator. And hey, it actually means something.”
After nearly three decades between them in the industry learning from some of the most talented creatives in the country, the duo’s new firm begins with some pretty big votes of confidence from brands already on its roster: Nature Nate’s Honey Co., Darden Restaurant Group’s Yard House, Eddie V’s and Capital Burger; and Johnsonville through lead agency Hold Fast & Co, are among Poke The Bear’s first clients.
Milkereit added, “If we have a wheelhouse, it’s partnering with brands — big or small — who know they simply can’t afford to blend in. Our track record proves it: Our campaigns tend to stick around awhile. So, we’d like to, as well.”
“Simply put, they have delivered the best creative work our brand has ever had. It pushed our brand’s look, feel and vibe to resonate with today’s shoppers. Their work is disruptive and brilliant. Every single time. They’re quick learners and fantastic listeners. They aren’t a typical (tired) agency; I consider PTB the secret weapon on my marketing team to drive brand meaningful growth, ” Becca May, senior vice president, Nature Nate’s Honey Co.
Notes co-founder Todd Tucker, “As we like to say, every brand faces a bear of a challenge. Could be a lack of awareness. Or a misperception. Or a crowded shelf. Or at the mercy of a big, slow creative partner that’s neither all that creative nor much of a partner. We encourage any brand to think and act as a challenger brand — and we are committed to owning the challenge with them. Game-changing creative ideas are rare, but they’re still out there if you know where to look – if you’re willing to get under the skin of a brand.””
Poke the Bear operates as a 100% independently owned partnership and recently hired a Director of Operations. More information, sample work and more about the Poke The Bear’s story can be found at www.pokethebear.agency, on Instagram: @pokethebear.agency, on Linked In: https://www.linkedin.com/company/pokethebearagency/. Prospective partners can reach Poke The Bear at hello@pokethebear.agency.
Independent Dallas agency LERMA/ has been named lead agency of record for Avocados From Mexico.
Over the last eight years, Lerma/ has served as Avocados From Mexico’s digital agency of record and the new AOR designation comes on the heels of the agency’s national Super Bowl ad starring Anna Faris.
“Becoming the lead agency of record for Avocados From Mexico was a natural expansion of our relationship after almost a decade of groundbreaking digital work,” said Pedro Lerma, founder and CEO of LERMA/ in a statement. “We are thrilled by our outcomes, making Avocados From Mexico one of the most talked about Super Bowl brands online over the years and even more recently, taking over Super Bowl TV creative with our visionary spot in 2023.”
With over 167 million viewers, the 30-second spot channeled Faris’ humor with an alternative Garden of Eden. This was the first year LERMA/ produced a spot for the Super Bowl, though it was the brand’s eighth Big Game outing.
“Through our long-standing digital partnership with Lerma/, we have cultivated one of the most powerful, innovative, and record-breaking digital practices in the fresh produce space and beyond,” said Ivonne Kinser, VP of Marketing and Innovation at Avocados From Mexico in a statement.
Kinser continued that Lerma’s challenger and non-conformist nature and adventurous creativity have made the agency a great fit for the brand. “This year was the perfect time to harness their powerful attributes extending their impact across the rest of our business. We are thrilled to have them as our agency of record to continue disrupting the space while growing our business even further.”
LERMA/ will handle all brand, digital, and Hispanic marketing and advertising for the leading avocado brand. The agency also counts The Home Depot, The Salvation Army, Lifeway, Interstate Batteries and Ocean Spray as clients.
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TRG took home 21 ADDYs from the Dallas AAF on March 2, including three Judge’s Choice Awards. Congratulations to TRG for their campaigns for World’s Best Cat Litter, Oak Cliff Film Festival, Crazy Water, ThermaCare, Noisy Panda, the Cayman Islands, the Southeastern Conference, Texas Tech University, and Dave’s Killer Bread. TRG’s creative is led by Chief Creative Officer Sue Batterton plus Terence Reynolds and David Eastman.
I have always been in awe of the numerous women whom I have worked with throughout the course of my career. Without their mentoring, nurturing and intellectual curiosity, I’m not sure I would have achieved the level of success that I have.
As I reflect on the multitude of positive experiences with kindred friends and colleagues I am glad to be in this world with them, and will stand with them, side by side into whatever the future holds.
So here’s to us, the women who help women achieve their goals in life, love and career.
Patty Harrison
Editor-in-Chief, AdChat DFW
