{"id":587,"date":"2017-10-11T00:17:43","date_gmt":"2017-10-11T00:17:43","guid":{"rendered":"https:\/\/theadclub.org\/theadclub-2\/?p=587"},"modified":"2017-10-16T18:52:17","modified_gmt":"2017-10-16T18:52:17","slug":"experiential-2","status":"publish","type":"post","link":"https:\/\/events.theadclub.org\/mid2018\/2017\/10\/11\/experiential-2\/","title":{"rendered":"Experiential"},"content":{"rendered":"<div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-12 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h4 style=\"text-align: center;\"><span style=\"color: #999999;\">The 2017 Maven Awards<\/span><\/h4>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h2 style=\"text-align: center;\"><span style=\"color: #000000;\">Experiential<\/span><\/h2>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 25px; height: 25px;\"><\/div>\n<div class=\"hr-thin style-line\" style=\"width: 50%;\"><\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<h3 style=\"text-align: center;\"><span style=\"color: #ff6600;\"><strong>MullenLowe Mediahub<\/strong> for Shinola<\/span><\/h3>\n<p style=\"text-align: center;\">Roll Up Our Sleeves Campaign<\/p>\n\n\t\t<\/div> \n\t<\/div> \n<div class=\"gap\" style=\"line-height: 45px; height: 45px;\"><\/div>\n\n\t\t<\/div> \n\t<\/div> \n<\/div><div class=\"wpb_row wf-container\" style=\"margin-top: 0px;margin-bottom: 0px\" >\n\t<div class=\"vc_col-sm-3 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_single_image wpb_content_element vc_align_left\">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t\t\t<a href=\"http:\/\/a-g.com\/\" target=\"_blank\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/events.theadclub.org\/mid2018\/wp-content\/uploads\/sites\/61\/2017\/10\/mullen-maven.jpg\" class=\" vc_box_border_grey attachment-medium\" alt=\"\" srcset=\"https:\/\/events.theadclub.org\/mid2018\/wp-content\/uploads\/sites\/61\/2017\/10\/mullen-maven.jpg 300w, https:\/\/events.theadclub.org\/mid2018\/wp-content\/uploads\/sites\/61\/2017\/10\/mullen-maven-150x150.jpg 150w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a>\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n\n\t<div class=\"vc_col-sm-9 wpb_column column_container \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n\t<div class=\"wpb_video_widget wpb_content_element\">\n\t\t<div class=\"wpb_wrapper\"><div class=\"wpb_video_wrapper\"><iframe loading=\"lazy\" width=\"1200\" height=\"675\" src=\"https:\/\/www.youtube.com\/embed\/J1gBoj-lfcA?feature=oembed\" frameborder=\"0\" allowfullscreen><\/iframe><\/div>\n\t\t<\/div> \n\t<\/div>\n<div class=\"gap\" style=\"line-height: 15px; height: 15px;\"><\/div>\n\n\t<div class=\"wpb_text_column wpb_content_element \">\n\t\t<div class=\"wpb_wrapper\">\n\t\t\t\n<div class=\"page\" title=\"Page 12\">\n<div class=\"layoutArea\">\n<div class=\"column\">\n<p>Each year, fewer people are shopping in brick and mortar stores. Rather than lean on \u201cpoint in time\u201d occasions, Shinola, a 5+ year old Detroit watch and leather goods company founded on the premise of bringing manufacturing back to America, needed a more powerful, emotive reason to drive traffic.<\/p>\n<p>Post a vitriolic election and surprising results, our country was divided. In response to this negative environment, Shinola\u2019s 2017 sentiment became less of a marketing angle and more of a movement. We knew people wanted to do more in America and we wanted to turn that \u201cwant to\u201d into a \u201ccan do.\u201d<\/p>\n<p>Our effort started with a simple rallying cry: \u201cLet\u2019s roll up our sleeves.\u201d<\/p>\n<p>We launched a campaign that re ected these brand values and inspired consumers. We leveraged every channel in a way that tied back to this pursuit and added value to people\u2019s lives\u2014 what we did not do was just important as what we did do:<\/p>\n<p>Out-of-Home &#8211; Not stand-alone\u2014\u201csalesy\u201d billboards. Inspire people to come together. We used successive placements to elevate statements that encouraged people to participate in our mission.<\/p>\n<p>Street Teams \u2013 Not walking advertisements. Elevate a diverse set of voices and perspectives. We leveraged them to promote a pop-up blog we co-created with New York Magazine about what it takes to succeed in America.<\/p>\n<p>Digital \u2013not banner wallpaper. Show the great things happening in this world amidst<br \/>\na sea of bad news. We surrounded the morning headlines with a positive message from Queen Rania of Jordan: \u201cIt\u2019s more important to be a part of a process by rolling up your sleeves, being on the ground building stuff.\u201d<\/p>\n<p>Mobile \u2013not invisible. Rooted in community. We leveraged inspiring dynamic messaging post out-of-home exposure tailored to geographic locations, such as \u201cThe Golden Gate wasn\u2019t found, it was built\u201d.<\/p>\n<p>Print\u2014not \u201cselling\u201d something. Evoke Shinola\u2019s hard-working spirit. We worked with Forbes and Entrepreneur to tell stories of people who are creating jobs and helping others.<\/p>\n<p>Experiences\u2014not vapid or trivial. Motivating and meaningful. We created an open-mic storytelling competition with The Moth where audiences could share how they improve their communities.<\/p>\n<p>\u2022 We\u2019ve generated 538MM earned media impressions, 10x higher than paid media impressions.<\/p>\n<p>\u2022 We\u2019re driving people in-store. Shinola experienced a 35%+ lift in traf c and a 29%+ in sales across stores.<\/p>\n<p>\u2022 We\u2019re encouraging people to improve their communities and celebrate hard work. One person going to Africa to build houses tweeted \u201cThis is how I\u2019m rolling up my sleeves.\u201d \u201cYou\u2019re an inspiration to my growing sewing company, thanks for showing America we can do it,\u201d shared another.<\/p>\n<\/div>\n<\/div>\n<\/div>\n\n\t\t<\/div> \n\t<\/div> \n\t\t<\/div> \n\t<\/div> \n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>The 2017 Maven Awards Experiential MullenLowe Mediahub for Shinola Roll Up Our Sleeves Campaign Each year, fewer people are shopping in brick and mortar stores. Rather than lean on \u201cpoint in time\u201d occasions, Shinola, a 5+ year old Detroit watch and leather goods company founded on the premise of bringing manufacturing back to America, needed&hellip;<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"ngg_post_thumbnail":0,"footnotes":""},"categories":[9],"tags":[],"class_list":["post-587","post","type-post","status-publish","format-standard","hentry","category-2017-winner"],"featured_image_src":null,"featured_image_src_square":null,"author_info":{"display_name":"The Ad Club","author_link":"https:\/\/events.theadclub.org\/mid2018\/author\/theadclub\/"},"_links":{"self":[{"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/posts\/587","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/comments?post=587"}],"version-history":[{"count":0,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/posts\/587\/revisions"}],"wp:attachment":[{"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/media?parent=587"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/categories?post=587"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/events.theadclub.org\/mid2018\/wp-json\/wp\/v2\/tags?post=587"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}