We set our sites on younger working women. Unlike an earlier generation of bakers, these women see ingredients as everything and are willing to pay extra for better.
Our "Made for Homemade" campaign began with a TV and online spot that tapped into that modern baker mindset.
Print advertising in food and lifestyle magazines drove readers to the site for more recipes.
We struck a partnership with the DIY-focused Cooking Channel and their celebrity chef — and millennial fave — Kelsey Nixon. Combining her down-to-earth expertise and implied endorsement into a comprehensive paid effort, our plan included a 360 integration with the channel across TV, print, digital, social and search.
In a series of fifteen-second videos, inspired by social media’s viral step-by-step recipe clips, Kelsey prepared original dishes to inspire our women to use Diamond.
By bringing together a well-liked, modern home cook with an intensely focused media plan, we were able to bring Diamond Nuts an 87 million impressions and cause brand results to pop dramatically: 49% increase in unaided awareness, 59% increase in ad awarenesss, 89% increase in message association and 23% increase in purchase intent.
Hey World! Upwork’s here to help
DC’s first campaign for Upwork positions the freelancer network as a movement of motivated people — freelancers and managers alike — who are here to roll up collective sleeves and make stuff happen. And like any good movement, they aren’t afraid to speak truth to power.
New name and ID for Redhook reboot
How do you take a craft pioneer snubbed by the next generation of beer nerds and make it cool again? You build an innovation brewing pub and get DC to name it and design the ID. Welcome to Brewlab.
DriveTime’s new direction
DriveTime is no longer the auto dealer for the credit-crunched. With a suite of online innovations, they now offer a smarter way to buy a car for anyone who might be in the market. A new $50 million campaign reflects the new offering and asks the burning question: if you’re not buying your car at DriveTime, how smart are you?
DC in the World Series
As part of a long-term partnership with the MLB, the campaign for SU2C challenges the common perception that the only way to beat cancer involves one monolithic cure. DC’s spot points out that every innovation — no matter how seemingly small — is a step toward victory.
