Native Campaign Recognized for Best Integrated Storytelling
Cincinnati, OH — March 25, 2021 – Global business magazine, Campaign US, recognizes Curiosity, a Cincinnati-based creative solutions agency, as a finalist in the Campaign US Media Awards for its successful Native: “No Is Our Whoa” campaign.
Procter & Gamble’s Native Deodorant is a challenger brand that started in e-commerce and quickly scaled to major retailers, competing in a crowded personal care category. The brand leveraged Curiosity to create and execute their first-ever national awareness campaign. To build awareness and drive customers to purchase in-store and online, Curiosity developed a full-funnel integrated campaign that shared the story of better-for-you ingredients and effectiveness without aluminum. The Curiosity strategy, media and creative teams worked in tandem to configure a bold, thumb-stopping activation that got consumers talking about Native. By partnering with platforms like MikMak and Think Dirty, adding in :15 and :30 spots, and layering on hundreds of pieces of digital and social content, the personal care brand quickly became a household name. Since launching the campaign, sales have grown exponentially in Target stores nationwide.
“The Native campaign was a prime example of what happens when our strategy, creative and media teams work together to build a hard-working brand story,” said Trey Harness, Curiosity president and chief client officer. “The client was ready to take a few risks along the way, and we introduced new platforms to P&G. In the end, we launched a smart, memorable execution that helped Native break through in a crowded category. I couldn’t be prouder of this team and the effort they put into every step of the process.”
In its first year, the Campaign US Media Awards seeks to recognize agencies and brands creating strategic, effective and efficient media plans. “Media has become central to how we connect and entertain, especially during the pandemic,” said Campaign US Editor Alison Weissbrot. “It’s essential for brands, agencies and media sales teams to understand how consumers interact with media channels and create experiences that meet them where they are. We’re excited to celebrate the great talent in the industry doing just that.”
Campaign US Media Award Finalists were announced this week and winners will be recognized in a virtual ceremony on May 13. To learn more about the Campaign US Media Awards, visit their website.
Curiosity is a fast-growing independent creative solutions agency with four superpowers: strategy, creative, media and analytics, all driven by curiosity. We use our extreme curiosity to strategically solve business and marketing challenges for courageous clients such as Procter & Gamble, Native Deodorant, Charlie Banana, Formica, and Western & Southern Financial Group. Recognized by The Webby Awards for top social media campaign, Communication Arts for digital advertising, Campaign US for Best Business Development Team, and the Cincinnati Business Courier as a Best Place to Work, we ask the right questions to solve the right challenges because we believe curiosity is the key to unlocking the right solutions.
Curiosity is headquartered in Cincinnati, Ohio, the branding capital of the world and home to more Fortune 500 companies per capita than anywhere else in the country.