Tremor (P&G)

Tremor — an innovative advertising agency devoted to viral marketing to teens, owned and guided by Procter & Gamble — needed a creative partner who could bring their underground strategies to life. Forbes had written them up for their pioneering approach. Still, they had the wisdom to recognize that creativity wasn't their strong suit. We were pleased they knocked on our door.

Word got around.

Word-of-mouth marketing demands a subtler approach than mass-marketing. When people — especially teens — recommend a lipgloss, a movie, or an online experience, they do it because they're enthusiastic, not because someone told them to. Our job was to create strategies that got the word out without preempting the individual teen's authority to decide and speak for themselves.

Creative for a cluttered marketplace.

Teens have grown up with marketing. They're hit with it constantly. They can smell it a mile away. Tremor needed a partner to develop strategies and campaigns that would support standard brand positioning by actually standing apart from it. Heavyweights including Coke, Capitol Records, ABC, and Dreamworks all signed on for the underground ride.

While the means weren't conventional, the results were measurable. Integrating online and offline tools, our campaigns sparked word-of-mouth buzz for purposes ranging from increased lipgloss sales to landing a movie trailer on MTV's Real World.