Carlo Guardascione

Category: Brand engagement, Experiential, Gaming

Objective: WarpSound is an AI-powered generative music collective led by virtual artists. Each artist has their own line of NFTs, created by Emmy award-winning artist Andy Poon. We needed to find a way for the virtual company to drive fandom in the real world and cement them as the sound of the metaverse.

Solution: We created the Rarity Room platform, launched at NFT NYC, bringing in world-renowned live art battle company Secret Walls. Each WarpSound musician was paired with visual artists, who battled it out to be the winning headliner, in the first of-its-kind live art/live AI-music comp. The audience voted live, influencing the final music + art outcome.

Results:
1M Impressions
2,500+ Attendees

Category: Integrated Campaign, Influencer Program, Direct Response

Objective: Increase the appeal and the applications for the Citi/AAdvantage credit card in a competitive, travel-oriented credit card landscape.

Solution: One 360-degree campaign, six social influencers—showing potential customers the adventure side of travel and how the Citi/AAdvantage Platinum Select Card is your ticket to it.

Results:
240MM Impressions
400,000 Visitors on-site
160,000+ Instagram likes in under 2 months

Awards:
IAC Award – Best Technology Integrated Ad Campaign “Citibank”

IAC Award – Best Portal Online Ad “Citibank”  

Category: Branding, Product Demonstration, Product Launch, Website, Content

Objective: Prove Maytag dependability and performance—above competitors’ claims—while highlighting appliance innovation in the laundry and kitchen space.

Solution: We built the Maytag Test Lab at Maytag headquarters in Michigan. In it, we dramatized dependability by putting appliances to the extreme and proving just how much they could handle. Launching with a lab test experiment, we extended the campaign across the Maytag website, in-store display and YouTube—all driving to product pages for purchase.

Results: The Maytag Pet Pro System was the most successful product launch for the brand, resulting in the product going out of stock.

Awards: Whirlpool W Award - Pet Pro System Product Launch

Category: Digital Marketing, Ecommerce, Promotion

Objective: Tap into the spring cleaning mindset for homeowners to finally get started organizing their garage space.

Solution: We branded April as National Garage Organization Month for Gladiator’s largest promotional drive period. With an aspirational tone in both messaging and imagery, we created a month-long promo period for homeowners to visualize their goal of maximizing their garage space to its fullest potential.

Results: It caught on. Our promotion was so successful, other garage storage brands followed us and created National Garage Organization Month promos during the month of April.

Category: Customer Engagement, Point-of-Purchase, Digital Innovation

Objective: Reinvent the category of vending to meet the demands of snack-hungry consumers in a more connected and engaging way.

Solution: Meet Diji-Touch—an interactive vending machine that comes to life and gets you to engage with the 46-inch touchscreen. We worked with Mondelez International to design the prototype and interface. In the end, we created retail engagement right at the point of purchase for different brands across their portfolio, like Oreo, Ritz and Halls. For Dentyne, that meant adding a touch of cool to your mouth and your look. And for those not near a Diji-Touch, we extended the interaction through mobile retail engagement.

Category: Shopper Marketing, Retail Engagement, Social Media

Objective: Capitalize on the meatless momentum by getting consumers to choose a more meaningful meat at the point of purchase.

Solution: Be better than beef at the moment people were thinking about it. We decided to be more provocative at the retail level to convince those consumers to take IMPOSSIBLE home for some #burgerswithbenefits. No longer making people decide between their tastebuds and their values when they’re shopping for groceries.

Category: Brand engagement, Experiential, Sampling Program, Influencer Program

Objective: To promote the new package design, General Mills wanted to re-introduce Cinnamon Toast Crunch to the LatinX market with a sampling program that invited them into the swirl.

Solution: We created the multi-sensory “Cinnaverse”, an epic, hands-on taste adventure all about Cinnamon Toast Crunch. The experience, targeted to LatinX tweens, allowed attendees to pass through a Cinna-vortex, surf a cinnamon wave and tour the Cinnamoji hall of fame—all while biting into original Cinnamon Toast Crunch creations.

Results:
16 Days
3 Locations
13,000+ Guests
22,000+ Samples
144,000+ Total Impressions
180% to goal attendance
+38 points in purchase intent

Awards:
Event Marketer IT List Top 100
Cinnamon Toast Crunch “Cinnaverse”

Experience Design & Technology Awards
Best Permanent or Pop-Up Retail Experience

Category: Brand engagement, Sponsorship, Social

Objective: Target pet owners to make them aware that Maytag offers appliances for them and their furry best friend.

Solution: We partnered with Puppy Bowl XX to sponsor the live event on TV and streaming services. As the sponsor for Team Ruff (vs Team Fluff), we not only brought awareness to the lineup of Maytag pet-centric appliances, but also the puppies available for adoption. So whether you were a current pet owner or a future pet owner, Maytag had you covered.

Results:
12.6M Puppy Bowl viewers
327,000+ Unique Maytag site visits
All 131 puppies adopted

Category: Brand engagement, Experiential, Product Launch, Mobile Marketing

Objective: AT&T and Samsung wanted to enhance the fan experience at AT&T Stadium for Dallas Cowboys fans with 5G and augmented reality.

Solution: We created three destinations around the stadium for fans to come experience the power of AT&T 5G, all on Samsung devices. Outside the stadium, we got fans excited with AR hype up chants. In the club, fans got a deeper look at the field with AR overlays of game plays, scores and player stats. And at retail, we created a locker room where fans could learn more about the players through their jerseys. Then we tied it all back to AT&T and Samsung retail locations for fans to come claim a prize for participation.

Category: Experiential, Customer Engagement, Street Team

Objective: AT&T wanted to integrate into the local community to improve brand perception and ultimately increase market share and sales of post-paid wireless and TV.

Solution: We expanded their existing volunteer program with a few random acts of kindness to surprise and delight locals—popping up in the most unexpected places and ways to just be a good neighbor. This is not about borrowing a cup of sugar. AT&T went around town and looked for opportunities to help citizens with the little things that’d put a smile on their faces. Paying for the ice cream truck. Handing out seat cushions for game day. Coming together to beautify a community garden. It’s all in a days work for the AT&T team (employees or brand ambassadors) as they helped out community members in the most awesome ways.

Category: Experiential, Product Launch, Sampling Program

Objective: Launch Lean Cuisine’s new line of Life Cuisine SKUs while overcoming the brand stigma of being outdated, unappealing and tasteless.

Solution: In a first-time partnership with Grubhub and a ghost kitchen, we created a virtual restaurant in Columbus, OH coined Life Cuisine Kitchen to offer convenience-seeking households with a frozen alternative to their favorite dishes. Through the Grubhub app, our virtual restaurant allowed diners to order from an Instagram worthy plated menu showcasing Lean Cuisine’s new line of Life Cuisine SKUs. We provided diners with “Limited Time” Grubhub Perks so they enjoyed their frozen “prepare at home” Life Cuisine meals and delivery free of charge. This allowed consumers to order products completely free and was the first-ever sampling program executed through Grubhub.

Results: During our 14-day activation, 4,100 samples were served for an average of 58.5 per day - which all resulted in a 91% sales lift across Columbus Target locations.

Awards:
2021 Ex Awards
Best Sampling Campaign

2021 Ex Awards
Best Use of Technology or Social Media

Category: Website, Customer Engagement, Content Management

Objective: Introduce the Humana “Start With Healthy” campaign to current and potential members to demonstrate its commitment to helping them improve their health.

Solution: Instead of Humana talking to people, we had members who use Humana do the talking. We created a website hub containing articles, videos and advice on how people could start to get healthy. But most of all, we shared personal stories from people who decided to take their health into their own hands—leading with the message, “Great things are ahead of you when your health is ready for them.”

Results:
247 submitted member stories
58% lift in engagement with current members

Category: Website, Ecommerce, D2C

Objective: Give consumers a consistent shopping experience on the Maytag direct-to-consumer, retail website, and drive them to purchase the appliance(s) they need quickly and easily.

Solution: We brought the brand to life right from the homepage as an ecommerce hub, and then extended the Maytag voice and tone throughout the category landing pages. From homepage to product pages, I led the team in creating new portals, updating photo and video content, and launching new products—while also highlighting the brand’s 20-year legacy promotion: May is Maytag Month.

Category: Brand engagement, Experiential, Sampling Program, Influencer Program

Objective: On our 70th anniversary, reintroduce the Nesquik our target audience once loved as a drink that can still make them smile—now in more ways than ever.

Solution: We created the Nesquik Milk Stop on Santa Monica Promenade for one week. To bring the event to life, we partnered with renowned Chef Jordan Andino to develop two exclusive Nesquik menu items featured at the pop-up. The yellow throwback themed Milk Stop featured multiple branded photo opportunities, a custom "Create Your Own Milk" truck and a human-sized straw slide.

Results:
7 Days
110MM Local Impressions
5X Online Engagement Rate
9,000+ Consumers Immersed in the Brand
+38 Points in purchase intent

Category: Branding, Social Media, Promotions 

Objective: Following a hugely successful rebranding in which the Maytag Man came back to life as the appliances themselves. Maytag needed an equally drastic change when creating their social presence. 

Solution: We turned the hardest working appliance into the hardest working brand on social media with a unique perspective on trending topics, relevant conversations and hardworking promotions.

Results:
+478% growth in positive Twitter interactions
+1220% jump in positive Facebook interactions
+3350% leap in positive brand mentions overall

Awards:
Clio Award Social Media
Maytag Social Campaign  

Best in Category and Gold Chicago ADDY
Maytag "Tagged By Maytag" Instagram Campaign  

Silver Chicago ADDY
Maytag Pride Month Social Campaign

Bronze Chicago ADDY
Maytag Movember Social Campaign