“No is Our Whoa” Campaign for P&G’s Native Recognized for Best Integrated Storytelling
Cincinnati, OH — May 14, 2021 – In the inaugural Campaign US Media Awards, Curiosity was honored with the “Best Integrated Storytelling” Award for Procter & Gamble’s (P&G) Native: “No is Our Whoa” Campaign. The awards recognize some of the best media and creative campaigns from 2020, all successfully completed in a very competitive media landscape.
“Media is the vessel by which consumers experience and engage with brands and creativity,” said Campaign US editor Alison Weissbrot. “Today more than ever, it’s essential for brands, agencies and sales teams to understand how consumers are interacting with different media channels and create experiences that meet them where they are. We’re excited to celebrate the great talent in the industry making that possible.”
P&G’s Native Deodorant is a personal care product in the growing naturals category, initially built on a direct-to-consumer, e-commerce approach. As the company introduced the next evolution of its growth in-stores, it needed to create awareness AND drive sales in-store. Curiosity’s strategy, creative and media teams united to develop a campaign focused on the benefits of an aluminum-free product that remains effective. The team executed a socially-distanced production that created more than 100 assets for CTV, digital, social and influencer marketing placements. Additionally, Curiosity partnered with P&G to add new platforms like Think Dirty and MikMak, designed to further track consumer progress from awareness to purchase. In the end, the “No is Our Whoa” Campaign garnered an ad effectiveness rating of 174 and helped the company increase brand awareness by 5.4%, leading to a new following and record sales numbers in Target stores.
“The Native Campaign is a prime example of the story that unfolds when Curiosity’s strategy, creative and media teams work together as one,” said Trey Harness, president and partner at Curiosity. “This was a challenging assignment. A natural-friendly deodorant moving from direct-to-consumer to the traditional Target shelf? Our team had the complicated task of driving awareness and sales, with multiple audiences, during the global pandemic. It’s not only a great story, but data-driven proof of how Curiosity’s integrated offering is world class at driving results for our partners..”
The Campaign US Media Award is the latest in a string of wins for Curiosity. During the global pandemic alone, the company has welcomed 12 new clients, all secured remotely. Most recently, Curiosity was also recognized by Campaign US in their annual Agency of the Year Awards. In addition, last year the agency won an International Webby Award for best social media campaign, was recognized by Communication Arts, and honored by the Cincinnati Business Courier with a “Best Place to Work” Award. In January 2021, on Curiosity’s 11th anniversary, the agency welcomed three new co-owners in Trey Harness, Jeff Warman and Ashley Walters. It is now one of the fastest-growing creative agencies in the Midwest.
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, Formica, and Western & Southern Financial Group. Recognized by The Webby Awards for top social media campaign, Communication Arts for digital advertising, Campaign US for top 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.