Seventh Generation had worked hard to establish itself as a leader in Green CPGs, but its position was being challenged by mainstream companies who were suddenly diving into “green” with both feet and deep pockets.
KSV helped Seventh Generation tap into networks of active mothers who were passionate about the safety and health of their families, and gave them real reasons to believe in the brand. An online community called Seventh Generation Nation was launched, as was a partnership with WebMD to help educate moms about the benefits of non-toxic household products.
Membership in Seventh Generation Nation grew by over 10% a month, and the brand held onto its position as the only true non-toxic CPG in the game.
National Grid, one of the nation’s top utilities, offers a variety of innovative energy efficiency programs for homeowners and businesses. KSV was charged with developing integrated campaigns to build acceptance of these programs and meet participation goals.
No stranger to energy marketing, KSV took National Grid through its Passionate Networks of Believers (PNB) process to tap into what motivates people to become more efficient users of energy. This led to highly-targeted strategies for clear, engaging communications across all key touch points — digital, direct mail, social media, and more.
All lead generation, participation, and adoption goals for National Grid’s energy efficiency programs have been met or exceeded. But the real result is measured in the significant reductions in kilowatt hours, natural gas consumption and Co2 emissions among National Grid customers.
Competition is always stiff in the banking business. Now throw in national brands willing to spend their way to increased market share no matter the cost. It’s no surprise even an established regional player like Chittenden was losing customers.
Big banks love to talk about how much they care about local communities. But none could match Chittenden’s role as a partner in building some of Vermont’s best-known small business success stories. So we told those stories. Through print and broadcast, KSV showed Chittenden as a champion for the people and businesses of Vermont, a bank locals could take real pride in doing business with.
Profits increased 18% in less than two years.
Unicel had dominated in smaller cities and rural areas across 15 states, focusing on markets largely ignored by the major players. But those days were numbered as the national brands started rolling into town on the hunt for more market share. Their flashy phones and big budgets spelled trouble for Unicel.
While the big boys could brag about their massive networks, Unicel knew that in the markets they served, the locals were more concerned about staying connected in the community. So we responded with a locally-driven campaign that connected the brand to the everyday people who depended on it.
Sales doubled in key markets even as the major competition was moving in. Verizon eventually figured if you can’t beat them, buy them.
Though passion for winter sports runs high among devotees, the ski industry was experiencing broad declines in the number of days people spent on the slopes. Career, family needs, and a flagging economy were all factors keeping regulars away.
We had to get the mountain back into the heads of die-hard skiers, and rekindle their passion for ski season. With fewer ski days up for grabs, we wanted to help make each one count. So we took the Stowe experience to them with a fully-integrated campaign designed to ignite their love of skiing while ensuring Stowe was top-of-mind for their next trip.
Stowe saw record season pass and vacation sales even as the industry was struggling, and the number of Stowe loyalists continued to grow.
Four out of five movies feature lead characters that smoke. Now consider this: non-smoking teens are 16 times more likely to see smoking in a positive light if they see their favorite stars doing it. That means a harmless trip to the local multiplex can end up sending unsuspecting teens down the wrong path.
While kids love movies, they’re no fans of Big Tobacco. So we connected the two, showing teens how the tobacco industry uses movies as an underhanded marketing tool. An arresting, integrated campaign laid out a simple, compelling message: don’t let big tobacco fool you.
Teen smoking rates in Vermont are down to 16%, well below the national average and half of what they were just ten years ago.
CFL light bulbs last longer than conventional bulbs, and save people real money on their energy bills. Efficiency Vermont was charged with what seemed to be a no-brainer: getting people to switch out their old bulbs. But they were having a tough time making the case.
KSV discovered that while people were intrigued by CFLs, misconceptions about price and installation were keeping them from making the switch. So we created an engaging, iconic campaign that reached out via traditional and digital channels, introducing Vermonters to the truth behind CFLs.
Vermonters bought and installed over 1 million CFLs during the course of the campaign, exceeding Efficiency Vermont’s goals by 70%. And a straight shooter by the name of Jesse Watts is now one of the most recognized brand icons in the state.
