Capitalizing on the pending spring season and people heading outside, the agency secured a multitude of product reviews, gift guides, and product roundup opportunities through various top buying seasons like Father’s Day, back-to-school and the holiday season. By remaining in close contact with the brand’s e-commerce team, we were able to make quick pivots on outlets that were driving the most traffic and measure the duration of sales spikes. The unique intelligence enabled the PR team to have greater insights into the markets that resonated most. For the digital team, the media hits served as credible ad content for targeted audiences and only served to augment the content they were producing.
As the product line grew to include campaign specific, limited-edition themed boxes, the GreenRoom team was uniquely poised to take advantage of the diverse South Florida landscapes and create compelling content. While the DemerBox team had a studio space that was used for the Zac Brown Band photoshoots and videos, any on-location shooting proved to be much more logistically challenging and easily solvable by the GreenRoom creative team. In a prime example, the agency coordinated a video shoot in Key Biscayne that featured the “Deep Sea Box,” floating in the bay, juxtaposed with a lighthouse and filled with shells and netting next to a staged shipwreck.
In just two days, the GreenRoom team was able to develop a creative concept, storyboard the idea, scout a prime shoot location, source production needs and produce and edit the video.
To increase sales of the limited-edition box, the visually stunning Deep Sea Box video was turned into a digital advertisement used on Facebook and Instagram platforms which favor high quality video content. With a conservative budget of $6,000 to amplify the content, the video generated 141,000 views, drove more than 14,000 users to the product’s landing page and boasted a conversion rate of 27% which is nearly triple the industry average! These metrics speak volume to our team’s ability to optimize digital ads and produce impressive results with any type of client budget.
To foster follower engagement and product awareness, the Deep Sea Box video was also leveraged as promotional content in part of the team’s ongoing incentive program. The team managed a giveaway on Instagram that increased engagement by 1,003% and increased impressions by 758% in less than 24 hours.
In a very different creative treatment, the GreenRoom creative team scouted and marked locations in Miami’s famous Wynwood Arts District for a full-day video shoot which featured a collaboration box with Atlanta’s own Hasie and the Robots brand. Both brands have a very strong identity and it was critical that the visual treatment stay true to both brands while also celebrating the limited-edition box. GreenRoom not only delivered a concept and imagery that demonstrated a mastery of this competency, the images were planned for use later when more resources would be put behind the video rather than just using the videos for organic posts.
GreenRoom worked very closely with the DemerBox team to take full advantage of seasonal holidays as well in another example of a brand victory with the launch of the “Frankenstein Box” Giveaway. The GreenRoom team developed a Halloween-themed, creative concept and worked closely with the DemerBox team to guide production remotely via their in-house studio – an example of the GreenRoom team’s unique ability to adapt and project manage under various circumstances.
With limited paid media spend to amplify the post, the digital team launched a giveaway on Instagram that resulted in the brands’ most successful social media post to-date. In less than 24 hours, the GreenRoom digital team increased followership by 140% and engagements by a whopping 1,392%!
After a full quarter of this strategy, the team learned the approach was also having a tangible effect on the brand’s efforts within Amazon’s advertising. The amount of third party traffic linking to the page was so substantial that the DemerBox’s branded search efforts were significantly impacted and the increased organic traffic made their ads exceptionally cost efficient as the combined efforts of earned marquee media, a strong digital program and dedicated spend on ads and on Amazon worked in tandem.