360° Marketing Campaign "The American Way of Light"
Problem
Campaign objective:
• Define value proposition, added value product positioning, and personas
• Strategically position “assembled in USA LED family” product in the market
• Increase customer awareness and ultimately min. 20% incremental sales for assembled in
USA lamp types: A19, A21, G25, BR30, PAR38
• Create positive impact on SYLVANIA brand perception.
Solution
• Developed a strong and emotionally appealing key visual and wording for the “assembled in
USA” family
• Created and produced a cross-channel “360° -pull oriented” campaign to communicate the
value proposition for our assembled in USA LED portfolio with a positive spillover effect to
elevate the SYLVANIA brand.
Role
Executed design material for consumer facing digital and in-store retail chains, Menards, Walmart, The Home Depot and multiple grocery and big box chains. Full collaboration with Rinck Advertising (developed key visual and message) to produce digital banner ads, mobile geofencing ads, social media posts, and all in-store POS displays and signage.
360° Marketing kick off
LEDVANCE is the only general lighting company to offer a full portfolio of LED light bulbs that are assembled in the USA for the private home and the professional lighting market. These lamps offer all the benefits of LED technology while creating local manufacturing jobs, enhancing American workforce skills, and meeting American-made quality standards.
Key Message and Visual
LEDVANCE is the only general lighting company to offer a full portfolio of LED light bulbs that are assembled in the USA for the private home and the professional lighting market. These lamps offer all the benefits of LED technology while creating local manufacturing jobs, enhancing American workforce skills, and meeting American-made quality standards.
The American Way of Light
Digital Marketing
We created assets for several social media outlets, A/B tested photography, and created a Geofencing program with Walmart.
Digital Marketing
Along with a tool box of digital assets it was imperative to create a video that connected lighting and the American way of life.
The American Way of Light
Brand Ambassador
Hiring a brand ambassador like Jessie Chris to celebrate "The American Way of Light" and promote SYLVANIA made is USA products truly elevated the campaign. At MENARDS she made a guest appearance where we gave away her new CD with proof of purchase.
