Case Studies Archive - CRAFT Media Digital - PR News 2017 Digital Agency of the year

Little was known about Verizon’s commitment to CSR projects and policy initiatives within the Capitol. Verizon’s Public Policy team hired CRAFT to amplify these initiatives and position them as thought leaders.

We focused on key policy areas including privacy, 5G, and corporate values like criminal justice reform and diversity and inclusion. Digital advertising, video, events, strategic partnerships, and creative collateral formed a communications platform that delivered Verizon’s messages to key audiences.

The Online Privacy campaign generated over 1.8 million impressions and reached over 16,000 policy influencers. CRAFT also received a bronze Telly Award for the campaign video. During Emergency Preparedness Month, we assembled a recess packet that Rep. Vincente Gonzalez (TX-15) promoted via Twitter.

When Big Blue Marble Academy was facing stagnant enrollment trends, the childcare franchise looked to CRAFT for help elevating their brand and driving enrollments across their 36 locations. CRAFT first looked to the data, conducting research to discern parents’ decision-making process when selecting childcare. To increase enrollments, CRAFT formulated a multi-medium strategy that included message development, digital advertising, video production, and a website redesign.

CRAFT launched a highly targeted digital ad campaign on Facebook and Google Search, driving prospective parents to a customized, location-specific landing page, giving a first-hand look at the programs and protocols that our initial survey revealed parents valued most. The BBMA “Family Video” was awarded a 2020 Silver Telly Award. In just 6 months, CRAFT increased leads by 115% and overall website traffic by 150%.

Following the most successful State of American Energy event in 2020, the American Petroleum Institute pivoted its 2021 industry-convening event to a virtual experience. CRAFT seamlessly transitioned the event, forming a new, digital-first, foundation for the organization’s future. CRAFT designed a custom solution featuring a virtual events hub, integrating live streaming, audience engagement tools, and an interactive report. 

CRAFT delivered a broadcast-quality production for the special event which highlighted the resilience of and diversity within the industry. The interactive report allowed users to engage through video, data visualizations, and social shareability. The event garnered over 1,700 views, 2.5 times more than in-person attendance in 2020. The audience fueled a two-way conversation, participating in polling, trivia questions, and Q&A.

When NRF was struggling to communicate about complex trade negotiations, CRAFT hired Ben Stein to recreate his iconic “Ferris Bueller’s Day Off” scene, where he lectured students on the negative economic impact of tariffs. Stein reinforced to the President that tariffs are taxes paid by American companies and consumers. We produced the spot by matching the original scene with a modernized script. We created multiple spots and promoted them on NRF’s social platforms, online media outlets, emails to the board and NRF membership, YouTube, and NRF.com. We ran a digital and TV media campaign, with prominent spots on Fox News’ “Fox and Friends,” ABC’s “Roseanne,” and NBC’s “Saturday Night Live.”

The campaign resulted in 70 mentions of NRF in top media outlets, like The New York Times, Politico, The Washington Post, and The Hill. In the first week of the campaign, the video had over 510,000 views. The digital ads delivered 2.5 million impressions and over 12,000 people visited the campaign website, tariffsarebad.com.

In a world dominated by social media, The Washington Ballet was finding it hard to coax Washingtonians away from their screens and to the theater. The Washington Ballet challenged CRAFT with promoting the Ballet as a “must attend” cultural experience, and establish its reputation as a top ballet force. CRAFT launched ad campaigns for each of the 2018 and 2019 productions, pairing compelling narratives with striking visuals to share the magic of each show. 

In 2018, 105% of ‘Romeo and Juliet’ tickets were sold – with revenue exceeding by 140%. Additionally, the 2018 season was the highest-grossing ‘Nutcracker’ in the Ballet’s history. More than 45,000 ballet fans shared in the DC tradition. For the first time ever, the 2019 production of “Sleeping Beauty” was completely sold out. 

In fall 2020, with a holiday season unlike any other approaching, NRF enlisted CRAFT for a national education campaign designed to support retailers by encouraging consumers to shop early amidst the pandemic. 

CRAFT created the “Shop Safe, Shop Early” campaign, using a strategic mix of digital channels and connected TV, targeting audiences likely to engage with retailers during the holidays. The campaign amplified video and static creative that spoke to emotions of the environment with high attention to diversity and safety. Our creative highlighted “slice of life” moments in the pandemic environment, opportunities to celebrate old traditions in different ways, and start new traditions around meaningful connectedness. 

Over seven weeks, the campaign generated 228.3 million impressions, 26.3 million video views, and 160,000 website visits. 

While everyone else is arguing about sustainability, America’s Natural Gas and Oil industry is driving real change by investing in technological innovations, diversifying talent, and creating new solutions. CRAFT works with the American Petroleum Institute (API) to define and promote the industry’s brand narrative through thought leadership initiatives, media, events and engaging content. The goal: reach new audiences, and amplify its position with members, DC influencers, and policy makers. In 2020, CRAFT helped API execute its largest and most successful State of American Energy event and continues to serve as API’s creative agency of record.

When the retail industry comes under attack from regulators, labor activists, or other sectors, the National Retail Federation calls on CRAFT to defend its members and consumers. CRAFT was awarded Public Affairs Campaign of the Year for our work on behalf of NRF to stop the Border Adjustment Tax from ever seeing the light of day in Congress. We launched a broadcast television and digital ad campaign, parodying a classic Billy Mays style infomercial, branding the “BAT Tax” as a cleaning product that taxed everything. The campaign was covered by publications such as AdWeek, Vox, Axios, and The Hill. Congress soon after abandoned the proposal.