Creating powerful brand experiences since
Make Each Connection an Experience
We engage people and strike up conversations via digital + TV + radio + print + events + guerrilla + experiences + social. Welcome to NFM + Dymun.
The Client Experience
Here’s a look at some of the successes we’ve planned, conceived, managed + achieved.
Giant Eagle
cookie dunk
The Challenge
Judging by the myriad of options on your grocer’s shelves, Americans love coffee more than life itself. That’s why Giant Eagle looked to launch their own brand in the Pittsburgh, Cleveland and Columbus areas. But even though it’s one of the nation’s largest food, fuel and pharmacy retailers with over $9 billion in annual sales, standing out in that crowded field wouldn’t be easy.
The Solution
After conducting thorough market research, we created a two-week campaign to showcase the new product line and entice engagement through the invitation to “Show Me Your Mug.” Through social media ads and social influencer endorsements, our target audience was encouraged to post a selfie with their favorite coffee mug on Facebook and Instagram with #ShowMeYourMug. Each post automatically entered participants into a drawing for a Giant Eagle coffee prize basket.
We also used our media connections to partner with several radio stations in each market on a separate contest via their websites or social for a chance to win Giant Eagle coffee for a year.
The Result
We brewed up a winner. With nearly 3.4 million total radio impressions, over 1.1 million digital impressions and more than 52,000 social media impressions, we successfully created broad awareness in only two weeks. Giant Eagle reeled in 218 contest submissions and rewarded 13 lucky winners.
The Challenge
Develop a community-focused, but nationally-cognizant grand opening strategy. Conceptualize an event and experience that would be turnkey, duplicatable, efficient, but feel highly customized and local to consumers and team members. We needed to build a process that could keep up with Total Wine’s aggressive growth strategy of opening 20 new stores per year throughout the country.
It’s one thing to open a location in a new community. It’s another to demonstrate that you belong there. Total Wine was looking for a partner to help them “get” what their new communities were all about, and to engage with customers in lasting, meaningful ways in order to demonstrate the brand’s commitment to being a true part of each market.
The Solution
Drawing on our 30+ year history of helping, designing and executing over 4,000 successful grand openings throughout the country for clients such as Sears, Sunoco, Damon’s, Giant Eagle and more, we developed a customized playbook that paired scalable activations and experiences with Total Wine’s brand personality and values.
Cheese sculptures, regionally-inspired food pairings, locally-acclaimed artists, live music acts and in-market brand ambassadors implementing brand immersion activities compliment out-of-home marketing tactics to bring each Total Wine grand opening to life.
The Result
To date, we’ve opened over 100 stores with the Maryland-based chain, expanding their national presence to 195 stores with annual revenue exceeding $2.7 billion.
With the continuing success of our program, Total Wine plans to grow to continue this same growth rate for the foreseeable future with a goal of $4 billion in sales by 2021.