Tuesday night we had the honor of attending PRSA’s “Cleveland Rocks” Awards and taking home two awards for both local and national campaigns. Sweeney accepted the Gold award for its 2017 campaign work with CORDURA® brand, and the Bronze for its pro bono video campaign with the Cleveland Animal Protective League.
Take a quick peek at these award-winning campaigns…
Reinforcing the campaign slogan we created in 2016 – “Where Happy Happens” – SWEENEY created TV spots and video that ran across broadcast (local FOX affiliate) and social (Facebook, Twitter, YouTube) media platforms to reach the APL’s target audience during its annual telethon and throughout the remainder of the year. Sweeney created an engaging premise of misdirection and reveal, capturing actual APL pet adopters sharing that magical moment when they fell in love, then revealing that this match made in heaven was actually with their future pet… not another person. And the Cleveland APL was the matchmaker.
The TV spots and video were launched in August 2017 and will run through the remainder of the calendar year. Initial reviews have been overwhelmingly positive. Watch and see for yourself.
CORDURA® BRAND FABRIC
CORDURA® brand is a unique ingredient brand focused on developing the most durable fabric available on the market. This B2B brand is challenged with not only increasing awareness among product designers, product managers and textile mills, it also is educating the consumer marketplace on the benefits of its fabric technologies to increase product sales and customer demand.
As the agency of record for CORDURA® brand, Sweeney develops and implements globally integrated marketing campaigns to establish CORDURA® brand as a thought leader, increase awareness and drive sales leads. The target audiences are vast, including horizontal targets – product designers, product managers, textile mills – and vertical targets – military/tactical, outdoor, motorcycle, workwear, everyday wear – as well as consumers, and resources need to be maximized across all target audiences.
Utilizing branding, creative, publicity and media relations, social media, advertising, tradeshow marketing, email marketing, and sales presentation support, the agency works closely with CORDURA® to bring its brand ethos to life in everything we do. Strategically, we use a unique mix of fabric innovations, industry trends, designer and brand collaborations, product applications and textile mill and brand customer testimonials, including Levis, The North Face, Patagonia, and Carhartt, to help communication the brand’s unique value proposition.
Each campaign strategy is tracked and reported monthly to assess results. As of August 2017, Sweeney has surpassed 2017 client goals, earning nearly 1.3 billion impressions, 603,128 website page views and 1,057 leads across traditional and digital channels.
Watch one of the videos we created for the brand’s Meet the Maker campaign, which profiles makers using CORDURA® fabrics.