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
Coca-Cola — the most iconic and identifiable brand in the world — speaks for itself. But what is the “ABARTA” part? Coca-Cola’s CEO had announced a plan to “franchise” off all bottling and distribution in the US to 35 independent operators.
The vision was to create local connections with consumers while maintaining global Coca-Cola brand values. ABARTA Coca-Cola Beverages was born, soon becoming the 10th largest Coca-Cola franchise in the US. But the question remained: “Who is ABARTA?”
The Solution
After an extensive agency search, ARBATA hired us in early 2017 to tackle the challenge of creating a brand within a brand.
To meet that challenge, we developed their identity, brand platform, logo, and v1.0 website. We also designed and orchestrated a multi-state media event/launch day to commemorate the brand’s first official day of business.
The Result
Thanks to our combined efforts, the launch-day events generated over $250,000 in earned media value via local, regional and national coverage.
Our creative work was praised by Coca-Cola’s brand director who said, “The new identity looks great and is a symbol of the history and future of ABARTA Coca-Cola Beverages as a key bottling partner in the Coca-Cola system.”
Our success has earned us responsibility for ABARTA’s ongoing public relations and corporate communications.
The Challenge
It’s among America’s 40 largest private companies, according to Forbes magazine. It has grown into one of the nation’s largest food, fuel and pharmacy retailers with over $9 billion in annual sales. And the next big task... Cookies? That’s right Giant Eagle wanted to gain awareness for their own brand products. Specifically, they wanted to push a brand new own-brand cookie.
The Solution
Setting a world record for dunking cookies: who knew that was even a thing? We felt it was the perfect vehicle to launch Giant Eagle’s line of store-branded packaged cookies, while generating major social media activity and press attention.
We created and produced a public event to attempt to break the Guinness World Record previously set at 1,796 people. The event was held in a high foot-traffic area in Market Square in Downtown Pittsburgh. A unique social media hashtag was used and an integrated marketing campaign was launched.
The Result
At the end, 2,152 Pittsburghers set a new world record. The event was a trending topic on Twitter and Facebook, it made front-page news, and sales and coupon redemption rates exceeded expectations within the first week.
Broadcast and print value was estimated at $200,000 with over 650,00 Facebook posts reached nearly 1 million people, and there were over 500,000 impressions on Twitter, and over 50,000 visits to the Giant Eagle landing page for the event.
The Challange
In early 2016, Eaton Corporation found itself on the defensive. Competitor Square D had launched a new pricing strategy via contractor advertising to claim leadership in the residential and wiring devices category. Eaton needed to drive a stake in the ground as the true leader in technology, product reliability, safety and efficiency to reclaim their lofty status.
The brand also needed to create conversion opportunities at the distributor level to drive retail sales, and to align messaging with marketing tactics that could help guide the consumer through Eaton’s buying cycle.
The Solution
This was a unique position for Eaton to be in — one that we believed called for a unique approach that was outside the norm of any previous Eaton campaign.
Our solution, Always ON, positioned Eaton residential products as continuously working, while providing safety and reliability from the service entrance to the wall plate.
We derived the graphic treatment of “ON” from the iconic EATON logo — the “A-ha” moment for our creative team, and utilized this approach to reach and educate contractors, channel partners, homeowners and Eaton Distributor Sales Specialists at different points of the Buying Journey of Education, Solution and Vendor Selection.
The Result
Eaton experienced sell out numbers with residential and wiring device products at the retail level. The campaign has now moved into its third year, expanding from print and point-of-sale to digital and testimonial videos.
The Challenge
Nationally recognized St. Clair Hospital provides advanced high-quality care to more than 300,000 residents in Southwestern PA. A major component of their success is orthopedics.
It’s also one of the most competitive specialties in all of healthcare, and independent and group practices alike need a proactive, long-term marketing strategy just to keep pace. But St. Clair doesn’t want to keep pace — it wants to set the pace. And it wants to be known for doing just that.
The Solution
We enlisted four patients who recently had orthopedic surgery at St. Clair Hospital, and featured them enjoying their favorite activities without pain. These compelling stories were featured in St. Clair’s quarterly magazine, HouseCall, which has a circulation of nearly a quarter million households.
We also targeted placements for creative on billboards, bus shelters, mall duratrans, subway T-stop signage, and in print ads throughout the South Hills area to maximize exposure.
The campaign was tested and rated highly among consumers and physicians alike. Overall awareness of the St. Clair's Orthopedic offerings reached 70% in the targeted region, and the campaign was extended beyond its originally-scheduled run due to positive internal demand.
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 over 180 stores with annual revenue of $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.