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

“

“

what we do

43

We call our blended approach of non-traditional marketing and publicity the

4th Discipline — complementing traditional advertising, in-store and online.

publicityexperiential marketing

influencermarketing

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

65

7 8

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 influencerSince 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.

second generation indus

try st

anda

rd -

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nd p

ass

alo

ng t

o 4

fri

ends

leads to 60,000 total

activ

e qu

alif

ed b

rand

intr

od

ucti

ons

deep one-to-one introductions with

1,000 hand picked influencers

industry sta

ndard -

bran

d pa

ss a

long

to

15 f

rien

ds

minimum wastage

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.

9

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

“

“

10

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

“

“

11

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.

14

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

“

“

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

“

“

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

17 18

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

19 20

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

21 22

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

23

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

24

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

25 26

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

27 28

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

29 30

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

31 32

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

33 34

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

35 36

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