In the wake of bankruptcy in 2012, Tattoo Projects helped reestablish Hostess with a digital-first social media strategy.
<p style="width: 50%;text-align:right;"> To help the world properly celebrate the most delicious holidays of the year, we custom-built AR filters for Instagram, allowing our followers to create their own “uninhibited moments of joy” wherever, whenever. Needless to say, the tactic was a sweet, sweet success. </p>
When Hostess Snacks asked us to help them connect their new Hostess Shop to social media, we not only made their content shoppable, we created an Instagram campaign that boosted estore traffic and used audience segments to test which users were most likely to make a purchase.
Weeks into our relationship, Hostess brought forward an innovative product that needed a campaign: Deep-Fried Twinkies.
Consumer insights revealed that people were passionate about deep-fried foods, so we decided to Deep-Fry Everything. We developed a strategy around the novelty and exciting nature of the product. We wrote, shot, produced, and edited eight videos for the launch campaign. The first seven videos teased the product, showing everyday items being deep-fried. The final video revealed Hostess’ delicious new offering: Deep-Fried Twinkies.
<p style="width: 50%;text-align:right;"> We leveraged social listening tools to better understand our target demographics and purchasing behaviors and used the insights to formulate our social strategy. </p>
Trend-savvy, e-fluent, Millennial moms comprised our primary target for two reasons. First, they had a demonstrated affinity for Hostess. Second, they made the majority of household purchasing decisions.
We crafted a witty, relevant identity to distinguish Hostess from the saturated social landscape. The tone was sweet, current, and approachable, with a subtle dash of sass.
We built a year-long content strategy to guide our efforts to establish Hostess as an irresistible online snacking phenomenon and celebrate “organic moments of uninhibited joy.”
Our fresh approach to the brand’s social presence garnered an exponential increase in engagement. Fun and quick-response community management played a vital role in facilitating conversation, inserting Hostess into popular culture, and growing affinity amongst followers of the brand.
Sheetz’s mission is to give people time back to do more of the things they love. In honor of Global Pay It Forward Day, we helped Sheetz put their mission into action with the “Time Back” campaign.
Leveraging social listening tools, we scrubbed Sheetz social platforms to pinpoint Sheetz Freakz who had fallen on hard times.
We then worked with the brand’s executive team to vet stories, select recipients, and donate unprecedented prizes to Sheetz fans who simply need some time back.
We produced five beautiful videos of the in-person donations, telling each recipient’s story and showcasing their emotional reactions. On paid social, the videos drove visitors to a custom #TimeBack website, where we encouraged community members to pay it forward in their own lives.
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From financial aid and custom-wrapped vehicles to charitable donations and family vacations, Tattoo Projects tailored prizes to help each recipient make up for lost time and fulfill their dreams.
April’s business, Alexia’s Closet, had been severely damaged from major floods. Sheetz gifted her with a new car, $25,000 for her business, and a $5,000 donation to the American Heart Association in honor of her son.
An Associate Professor at St. Mary’s college of Maryland, Alan received a $25,000 donation to his school, a dream vacation to London, and a $2,500 Sheetz gift card to help fuel his students’ learning.
Todd Spurrier, a cancer survivor, runs a charity to raise awareness for the dangers of colorectal cancer. Sheetz surprised him with a $25,000 contribution to his charity, a custom-wrapped van, and a $500 Sheetz gift card.
Following a recent accident that totaled her car, Emily Spears was delighted to receive a brand-new car, $10,000 to help save homeless pets, and a dream vacation to Turks & Caicos.
Chris is a track & field coach at East Cary Middle School and a self-proclaimed Sheetz Freak. The brand surprised him with a $25,000 donation to his school’s athletic department, a new truck, and a free trip to the Sheetz headquarters.
“Standing behind our core values, we had a once-in-a-lifetime opportunity to surprise a few of our lucky fans with more of the things they love in order to help them enjoy all of the time back they get from shopping at Sheetz.”
Ryan Sheetz,
AVP of Brand at Sheetz
Genesys Global™ is a lighting tech company proven to help businesses save millions on energy costs with their gLED™ and gHID™ lighting technologies.
When the company first approached us, they had their revolutionary technology and a few sales sheets. After analyzing the landscape and the brand's competitive set, we crafted detailed brand identity standards to lay a strong foundation for what we knew to be limitless growth potential.
For B2B companies, tradeshows are vital to raising awareness and making meaningful business connections.
We designed Genesys’ tradeshow display and collateral to match the magnitude of their innovation and educate passersby about the transformative power of Genesys Global™ lighting.
The Genesys Global™ team is passionate about their technologies and working together as a family to serve leading businesses. We designed and produced Genesys’ apparel to be high quality, versatile, and match anything, just like their gLED™ and gHID™ technology.
Genesys Global™ provides up to 75% energy savings, just by changing lights. For an industry that has been slow to innovate, that kind of upside can be difficult to comprehend.
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We built GenesysGlobal.com with an interactive savings calculator as the focal point, allowing users to input their lighting setup and realize the savings potential from the palm of their hand.
With strategy at our core, we take immense pride in going to the extremes to understand our clients’ industries and audiences. In preparation for a 2021 Genesys Global™ product launch, we flew coast to coast touring horticulture and cannabis grow facilities of all sizes.
Over one week, we met with c-suite decision makers, conducted interviews, shot photography, and took in the sights, sounds, and vibes of a market that is growing at an exponential rate.
The combination of immersive discovery and in-house social listening and ethnography has laid a detailed foundation for what will be the brand’s grandest launch to date.
Research and discovery indicated the brand’s c-suite target audience was more active on digital platforms than ever before, particularly LinkedIn.
By utilizing LinkedIn’s unique ad types and targeting, we crafted paid campaigns to increase followers and generate leads from executives in every sector of industry.
The overarching social strategy was tailored to each specific platform, with a mix of educational, promotional, and timely content, all presented in the same enlightening tone of voice.
