How does a $12 stick of deodorant become the #1 selling brand at Target? For Native, it meant reaching more armpits. That meant launching their first-ever awareness campaign. Native only had one problem: convincing consumers that their formula with no aluminum and no parabens can handle their stink, no problem.
This got us thinking. How can we turn “no” into a positive thing? Then, the lightbulb went off. Native uses “no” to make things better – like a deodorant that’s safe, effective, and smells amazing. Instead of consumers associating “no” with no talking, no diving, and no fun, we needed them to think of no sales tax, no wait times, and no worries. The answer? Celebrate the no. And people ate it up.
To capture the hearts and minds of pits across the country, we needed a 360 full-funnel campaign. This meant putting our commission on the line to win the Native media business. In other words, if our work didn’t perform, we wouldn’t get paid the big bucks. To ensure our campaign was a success, we had to tap into all the usual suspects plus a few surprises. Besides, Facebook, Instagram, display, and audio – we also forged relationships with MikMak and ThinkDirty to reach our audiences right where they were, in a language they love. This resulted in over 100 assets to drive consumers in-store to make a purchase – our primary, and tricky KPI.
Our Native work achieved an ad effectiveness score of 174, in-store saleslift of 137.6% at Target vs. YAGO, and a 105 SeeHer GEM score – indicating appropriate representation and effectiveness with the target consumer. Plus, the brand doubled aided awareness, increased consideration by 7%, and increased household penetration by over 1%. That's what we call "whoa."
Peyton Sutton, VP Account Management, Curiosity
Katie Gerdes, Creative Director, Curiosity
Andy Millard, Senior Designer, Curiosity
Jane Manchester, Creative Director, Curiosity
Katie Price Ross, Director of Activation, Curiosity
