Download - Grow Marketing Capabilities
Grow crafts compelling and
relevant brand experiences that
forge emotional connections,
fuel loyalty and build communities
of brand advocates.
m a r k e t i n g
Traditionally, most consumer packaged goods
companies market from the top down. However,
when you star t to think of the fact that two-thirds
of consumer goods sales are influenced by word of
mouth traffic, that most consumers find out about
new products through family and friends even more
so than adver tising and in-store display, then you
awaken to the fact that to really motivate these
consumers to actually go out and purchase a
product you have to make them feel like it is a
par t of their life , that they are really passionate
about it, that they want to actually pass along
the message to their family and friends.
Frank Cooper
Vice President of Portfolio Brands, Pepsi-Cola North America
FOX Business News, “Money For Breakfast” March 14, 2008
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what we do
We call our blended approach of non-traditional marketing and publicity the 4th Discipline — complementing traditional advertising, in-store and online.
publicityexperiential
marketing
influencer
marketing
mobile tours
pop-up stores & experiences
special events
strategic partnerships
word of mouth campaigns
influencer/brand ambassador programs
loyalty programs
comprehensive, traditional campaigns
blogger/media relations
social media campaigns
media training & tours
message development
publicity stunts
Experiential marketing places brands directly into consumers’ worlds by creating immersive experiences that amplify brand personalities and traditional advertising campaigns.
Grow creates everyday influencer programs that fuel peer-to-peer recommendations by leveraging the way people naturally give and receive information and share brand preferences.
Our approach to publicity is to engage those who shape brand perception, from industry commentators and traditional media to bloggers and online editors, to secure objective endorsements that provide unbiased credibility.
use us for use us for use us for
full-service solution
strategic partner production
measurementcreative resource
secret weapon
to help solve what
keeps you
up at night
one hand
from inception
to completion
proof is in
the pudding
style and sensibility
Start at the end – design programs based on goals
Mine for secret sauce in brand DNA to create an emotional connection
Uncover and leverage existing opportunities and campaigns
Collaborate closely with internal partners and external agencies
Build cost-effective solutions
Deliver flawless, thoughtful, cost-effective production
Activate high-touch programs
Ensure seamless experience for client
Implement consistent vision and tone
Build customized program metrics
Blend qualitative and quantitative measures
Capture consumer data and intel
Ground creative in strategic foundation – marry style with substance
Infuse distinct aesthetic and tone with each program
Develop creative that has the power to stop and engage consumers
Non-traditional marketing deeply connects with consumers in ways other media cannot:
Reaching a highly-targeted segment to fuel the many
Driving action – trial, purchase and loyalty
Collapsing the adoption curve through deep engagement
maximum impact
power of the influencer
Since Grow’s 2001 inception, we have built a proprietary influencer network across the country.
We tap into our vast and cultivated system to build customized programs for each client.
We have the power to quickly ignite authentic brand recommendations in every major market amongst a broad range of demographics.
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deep one-to-one introductions with 1,000 hand picked influencers
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When we introduce 1,000 target-right consumers to a product, they have the power to recommend that product to 60,000 in their extended network.
clients
ABSOLUT ART.COM AXIOM LEGAL BANANA REPUBLIC BARE ESCENTUALS BIONORICA/ SINUPRET BIRKENSTOCK BLANC DE CHINE CAFÉPRESS CALIFORNIA OLIVE RANCH CONDÉ NAST PUBLICATIONS DANGER/T-MOBILE SIDEKICK DOCKERS ELF ISLAND ESTÉE LAUDER EXPRESS FIREFLY MOBILE FRS HEALTHY ENERGY GAP INC. GAP JAPAN INTUIT JAMBA JUICE JANSPORT JIM STENGEL LLC KAISER PERMANENTE LEVI’S LVMH LYCOS MARS MERIAL METHOD OLD NAVY OSHKOSH B’GOSH PEEK PEPSI-COLA NORTH AMERICA/TAVA PIPERLIME PROPEL ROBERT MONDAVI SALON SELECTIVES SIERRA MIST SMITH & HAWKEN THE BALVENIE VISA WONDERBRA ZAFU.COM
Grow has one of the most
innovative and dynamic approaches
to marketing in the industry.
Simply put, they get that the
consumer is in control and they
know how to help brands tap into
that conversation. Many new
agencies are trying to follow, but
no one has cracked the code
like Grow.
Jeremy Miller
Communications Director, TBWA Worldwide
Managing Director, TBWA\Amplify
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2008 PRSA SILVER ANVIL AWARD, CONSUMER TECHNOLOGY 2008 WARRILLOW AWARD, BEST SMALL BUSINESS MARKETING CAMPAIGN 2008 STEVIE AMERICAN BUSINESS AWARD, BEST PR CAMPAIGN 2008 EX AWARD SILVER WINNER, BEST MULTI-VENUE EVENT 2008 PLATINUM AND GOLD HERMES CREATIVE AWARDS: EVENT MARKETING, MEDIA RESPONSE, PR CAMPAIGN AND DESIGN 2008 GOLD BULLDOG PR AWARD, BEST CONSUMER WEB SITE PR LAUNCH 2008 MAGELLAN AWARD SILVER WINNER, CONSUMER PRODUCT COMMUNICATIONS CAMPAIGN 2007 SILVER MAGELLAN AWARD, CONSUMER PRODUCT COMMUNICATIONS CAMPAIGN 2006 STEVIE AWARD, BEST MARKETING ORGANIZATION 2006 SILVER INTERNATIONAL DAVEY AWARD, MARKETING 2006 BRONZE ANVIL AWARD OF COMMENDATION 2006 BRONZE BULLDOG AWARD, NEW PRODUCT LAUNCH, CONSUMER CATEGORY 2006 COMMUNICATOR AWARD, MARKETING, PROMOTION, CAMPAIGN 2006 COMMUNICATOR AWARD, PUBLICITY CAMPAIGN 2006 KID POWER AWARDS, BREAKOUT MARKETING, CAMPAIGN OF THE YEAR
recognition
I would highly recommend Grow
to any company that is looking to
reach their consumer in new and
surprising ways. They build their
programs on very strong consumer
insights, combine these insights
with creativity and excellence in
execution to deliver effective viral
programs. Additionally, they have
proven their ability to seamlessly
work with other agencies.
Nancy Friedman
Vice President, Advertising
Visa USA
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grow founders
cassie hughes
co-founder, strategy director
Thoughtful and forward-thinking, Cassie naturally and effortlessly drives the strategy side of Grow. Her holistic approach ensures that all needs, both from a client perspective and customer experience, are seamlessly integrated. She has a laser sharp focus ensuring the overall strategy and essence of every program supports the end goals and objectives. Clients and her team rely on her to craft campaigns that garner national press, generate awareness and sales and get the industry to appoint awards and accolades.
Cassie launched Grow with close to 15 years of marketing and publicity experience with some of the top brands in the country, including Levi’s, Esprit, Pepsi and Visa. Her expertise ranges from marketing and publicity strategy to creative development and program management for a variety of consumer segments.
gabrey means
co-founder, creative director
Gabrey is experiential in and of herself, which is why it is no surprise that she leads the way at formulating award-winning ideas that break through to the consumer and media. Her boundless creative ideas and infectious energy are grounded by client objectives and real-world application. Touching everything from technology to cosmetics, Gabrey has the unique ability to give brands a lifestyle point of view and find that common chord that emotionally connects with all consumers on a macro level.
Prior to launching Grow in 2001, Gabrey worked for a myriad of brands, such as Banana Republic where she created the lifestyle voice for the company. At GQ Magazine she served as the in-house creative charged with developing co-branded programs to draw in like-minded advertisers.
Grow is the kind of agency you
dream about — they make you
better by pushing your thinking,
bringing you new and unexpected
marketing approaches and
delivering great execution.
Brian Dennehy
Vice President, Marketing Small Business Division
Intuit
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Grow has become a key strategic
partner for Pepsi-Cola North
America in the development of
one of our critical new trademarks.
In every respect, Grow represents
the future of marketing: engaging
consumers in compelling, meaningful
experiences. Moreover, every step
of the way, they’ve delivered unique,
innovative solutions with an eye
toward bottom line impact. Our
new mantra says it all: seed,
nurture, GROW!
Frank Cooper
Vice President of Portfolio Brands
Pepsi-Cola North America
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case studies
initiative
To hit the 20-something target with precision to fuel brand awareness and advocacy through efforts around the brand’s new flavor Sierra Mist Ruby Splash, Grow crafted a 360° campaign to surround consumers.
On the ground teams infiltrated markets with an array of different program elements to get the product in the hands and mouths of shiny, optimistic, urban-minded consumers everywhere, making it the soda of choice among those who welcome joy and the unexpected.
results
Infiltrated and owned 3 markets with 120+ total days of in-market activity
Hand delivered product and tools to spread the word to 300 influencers and their networks directly touching 5,000 qualified consumers
Seeded 75 lifestyle venues with month-long on-site presence
Conducted 8 days of guerilla-style sampling at target-right locations and event series
Distributed 252,000+ cans of Sierra Mist Ruby Splash to the qualified target
sierra mist
initiative
To introduce and make the Wonderbra brand relevant to a new target of 20-something women and fuel peer-to-peer recommendations, Grow brought the lingerie label to life in a way that highlighted the brand’s personality.
The immersive and sexy Wonderbra Lounge popped up among nightlife hot spots across the country and drove traffic and incremental sales to Macy’s.
results
Hand delivered invitations and retailer bouncebacks to 40,000+ target-right consumers
Changed the perception of the Wonderbra brand for 4,000+ target-right women who left wearing the product
Partnered with like-minded brands to fully complete the lifestyle aspect
Secured millions of media impressions in each market in print, radio and broadcast
wonderbra
initiative
To create awareness around German based Bionorica’s Sinupret for Kids Syrup U.S. launch and beyond, Grow designed and implemented an aggressive multi-layered campaign to reach healthy-minded moms and those who directly influence their health related purchasing decisions.
The campaign included mom influencer seeding, a like-minded mass sampling tour with Disney on Ice and publicity outreach.
The nationwide campaign was highly successful and the breakthrough brand forged emotional connections with consumers that fueled awareness, trial and peer-to-peer recommendations.
All efforts collectively drove purchase and resulted in a pull from the marketplace for a product without any previous recognition stateside.
results
Realized 38% increase in sales in activated markets
Reached 135,000 highly-qualified mom influencers with product, information and tools to spread the word to their networks
Activated a mobile tour for 86 days in 20 markets with personal brand introductions to 134,000+ target-right consumers
Secured 140+ million media impressions via print, TV and radio
sinupret
initiative
To re-launch Propel, Pepsi’s enhanced water brand, Grow crafted a multi-layered campaign to surround the target at crucial touchpoints: as they commute, run errands and shop with friends.
On the ground teams creatively introduced the product to busy pro-fessionals who thrive on checking off their “to-dos.”
As a result, an entirely new consumer segment experienced the product firsthand and the brand’s promise of making things easier, enhanced and more enjoyable.
propel
results
Sampled product for 30 days at target-right commuter hubs and neighborhood hot-spots
Provided 160+ everyday.propelled. crew personal assistant services to target-right influencers, social media mavens and radio promotion winners across the country
Infiltrated and seeded product in 150 local errand haunts for 1 month with eye-catching displays
Sampled product and provided enhanced shopping services (package transport, styling sessions) in target-right malls for 9 days
Distributed 330,000 bottles and 738,000 bouncebacks to the qualified target along with a unique and memorable brand experience
initiative
To bring the Gap Pretty Khaki advertising campaign to life at launch, Grow blanketed Tokyo, one of the world’s fashion centers, with an innovative, high-touch marketing program.
Grow hand selected hundreds of models that took to the streets of Tokyo’s key shopping districts and distributed individually wrapped fresh flowers accompanied by special offers.
The program changed consumer perceptions of the brand by surprising and delighting the target audience using an unconventional technique for a mass retailer.
results
Touched 200,000+ target-right consumers through flower and special offer distribution
Increased store traffic and sales significantly
Garnered millions of additional impressions through bystander and passerby traffic viewing this compelling, living advertisement
gap japan
initiative
To create an emotional connection and get influencers with sophisticated tastes talking about and calling Level, Grow developed a series of in-home, intimate cocktail parties known as Level Experience.
The first-of-its-kind program brought hosts and guests out of the bar and deep into the brand.
Influencers were turned into brand advocates that ignited conversation, consumption and distribution.
results
Produced 120 personal in-home gatherings in target-rich cities
Introduced 3,400+ influencers to the brand through an intimate and high-touch experience
Garnered millions of media impressions through print and online content that was achieved by hand selecting several influencers who were affiliated with the press
level
initiative
To launch Firefly Mobile, the first mobile phone for kids, Grow developed an in-depth, non-traditional marketing program to reach parents and tweens in every major market across the country.
The program included a 36 city mall tour, an intimate celebrity event and partnerships with like-minded brands such as Major League Baseball, Loews Theaters, Scholastic and Nickelodeon.
The PR component launched with industry analyst briefings, followed by a major market press tour.
results
Created 2+ billion consumer impressions from tours, sponsorships and PR which included placements in: The New York Times, The Wall Street Journal, USA Today, Newsweek, O, The Oprah Magazine, NBC Today Show, CBS Early Show and hundreds more
Executed a 36 city tour during the critical back-to-school and holiday time frames
Demoed nearly 250,000 phones in Loews movie theaters in 5 major markets across the country
Partnered with Major League Baseball to reach the target-right consumer resulting in millions of impressions in and out of stadiums
Generated interest from 4 times as many retailers than planned
Won 8 marketing and PR awards including 2006 Silver International Davey Award, Marketing 2006 Bronze Bulldog Award Winner, Best Consumer Product Launch 2005 Magellan Award, Top 50 Communications Campaign
firefly
initiative
To drive awareness and downloads of QuickBooks Simple Start, Grow evolved the technology giant into the small business champion through the development and execution of a highly successful integrated national campaign.
Just Start urged business dreamers and doers to enter a sweepstakes that could score them the seed money needed to do their own thing.
Additionally, the online experience provided countless opportunities to download the free software, as well as several resources to help them get their business up and running quickly and successfully.
To bring the online experience to the real world, Just Start Studios popped up in highly trafficked commuter hubs in top markets to touch and guide the target to achieve their entrepreneurial aspirations.
results
Facilitated hundreds of thousands of consumer downloads and exceeded brand goals
Touched 131,000+ consumers via the Just Start Studio
Garnered 22+ million consumer impressions through the living breathing Just Start billboard truck which traveled the country
Received thousands of contest entries surpassing brand expectations
Lifted retail sales as a result of pop-up markets
Reduced national online customer acquisition price by half due to increased search engine awareness
Won top place marketing awards 2008 Warrillow Award, Best Small Business Marketing Campaign 2008 PRSA Silver Anvil Award, Marketing Consumer Technology
intuit
initiative
One campaign component pulled traffic into stores via intimate events for hand selected influencers and their friends who received customized consultations, exclusive brand access and tips and tricks.
To acquire brand look-alikes to evangelize the brand and spread the word to their inner circle, Grow crafted a two-pronged pilot.
Concurrently, the store experience was pushed into market via the bareMinerals Boutique Roadshow that popped up at target-right events to engage and educate the like-minded consumer via color matching, knowledge sharing and on-site sales.
results
Increased sales by 22% during in-market activity
Gave 4,000+ one-to-one consultations to the qualified target
Garnered brand insight and intel directly from consumers
Realized additional value-adds as a result of publicity opportunities that organically emerged as a result of in-market presence
bare escentuals
initiative
To launch Pepsi’s new trademark Tava, a zero calorie sparkling beverage, Grow created an immersive grassroots campaign to drive awareness and trial within a highly targeted segment.
The campaign was a three-pronged approach that continually touched and naturally surrounded consumers personally in their homes, at work and in their free time through custom-crafted experiences.
results
Realized 18% brand awareness in grassroots program markets versus 3% in non-grassroots program markets
Activated 600+ customized events across the country
Traveled to 8 major markets via National Open Your Tava mobile tour that touched 100,000+ qualified consumers
Ignited 8+ million peer-to-peer recommendations
National press touting unique marketing approach, New York Times and NPR
tava