Embed Size (px)
Citation preview
Case Study
Keurig® B130 brewer placements in the hospitality industry:
Your next big opportunity
-2-
KeurigHow King Fish Media built a diverse storytelling campaign for the world’s leading single-cup brewer.
ChallengeKeurig had customers who loved them — but needed a direct line to that fan base and to future clients.
Keurig was doing a lot of things very well. In fact, they were the number one manufacturer of single-cup coffee brewers. When they were looking to launch their first direct mail campaign, they were determined to get that right, too. Their goal: connecting with their customers on a personal level. Keurig turned to King Fish Media.
King Fish brought a longstanding relationship with Keurig, a depth of understanding about the Keurig brand, and broad experience crafting campaigns rich with content, storytelling and design.
SolutionWarm up customers and prospects with a unique re-telling of the Keurig story, specially brewed for each audience.
King Fish immediately saw that Keurig had a compelling story to tell, but that the company’s audience was varied. Customers and prospects, home customers and offices, prospects in both segments, and customers who had fallen away —
Keurig® B130 brewer placements in the hospitality industry:
Your next big opportunity
KING FISH created campaigns for businesses and distributors, including efforts for “Brew Over Ice” and the “Grounds to Grow On” recycling program.
-3-
THOUSANDS of new customers were acquired or reactivated, and increases were seen across the board.
there were a lot of different people to reach. And King Fish understood the risk of diluting the story by adopting a one-size-fits all approach.
For consumers, King Fish developed a direct mail campaign tailored to different audiences: current customers, lapsed customers and prospects. They began with a beautifully designed Holiday Gift Guide, distributed to current customers to position the Keurig brewer as the perfect gift.
The campaign combined full-color lifestyle photography with engaging storytelling that brought each brewer to life through highly relatable “personas.” Potential customers could self-select the right brewer for their needs by relating to one of four distinct characters, each representing a different target audience for Keurig — from the social butterfly who always has a houseful of guests to the recent college grad looking to make her first apartment feel a little more like home.
For Keurig’s business audience, King Fish created direct mail for specific industries, such as healthcare and hospitality, as well as general branding campaigns to introduce businesses and distributors to the new “Brew Over Ice” K-Cup packs and ice makers and their “Grounds to Grow On” recycling program.
For all, King Fish crafted highly targeted creative that demonstrated how Keurig really understood their customers. Campaigns were smart, engaging and never lost that special Keurig brand identity, despite speaking to vastly different audiences and needs.
ResultsEvery one of the programs aimed at end customers were ROI positive. The campaigns landed Keurig thousands of new customers, and others who’d fallen away from the company came back strong. How good was the creative? Try three-awards-in-three-years good. Keurig was thrilled, and King Fish was happy to add to their growing wall of awards.
-4-
Client:KEURIG
Project:Grounds to Grow On Packaging
Postcard/Sticker: Front and Back
Large box
Small box
-5-
Client:KEURIG
Project:Grounds to Grow On Website
Grounds to Grow On Website
-6-
Client:KEURIG
Project:Brew Over Ice:Away From Home
Brochure: Interior Pages
Brochure: Cover
-7-
Client:KEURIG
Project:2011 Holiday Catalog
Catalog: Interior Pages
Catalog: Cover
CONTACT
KING FISH MEDIA978.745.4140
27 Congress StreetSuite 508Salem MA 01970
www.kingfishmedia.com@KingFishMed
Cam Brown, [email protected] @CamBrown1
Gordon Plutsky, [email protected]@GordonPlutsky
