Background The Field Museum in Chicago is a nonprofit competing for attention against a city full of things to do, and against national brands with far bigger marketing budgets. Winter is its hardest season. Cold weather keeps casual visitors away, and the museum needed a way to bring people back through the doors before spring. […]
Brazil’s caramel-colored mixed-breed dog is easy to recognize. It appears in memes, popular culture, and homes across the country. Yet Pedigree identified a contradiction behind that familiarity: mixed-breed dogs were 90% less likely to be adopted than purebred dogs. The Pedigree Caramelo campaign turned that problem into the center of the brand’s marketing. Instead of
25% More Adoptions, 22% More Sales: How Pedigree Made the Caramelo Matter Read More »
Columbia Sportswear offered to give the company to anyone who could prove that the Earth was flat. CEO Tim Boyle issued the challenge through a full-page open letter in The New York Times and supporting social content. Participants were invited to travel to the supposed edge of the planet, document what they found, and submit
How Columbia Turned a Flat-Earth Challenge Into 80 million in Reach Read More »
