Pivot Point Marketing - Genova

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Company: Pivot Point Marketing, Larkspur, CA, USA
Company Description: Pivot Point Marketing is an innovative, boutique agency that develops custom-fit marketing solutions through a streamlined, adaptive approach. Founded in 2008 by Jackie Burks and Amie Stanley and a proud member of the WBENC, it comprises a blend of 30+ specialized consultants and full-time employees who bring multi-disciplinary experience across all aspects of Consumer and Shopper Marketing.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Marketing - Consumer Services

Nomination Title: Genova - Creating the Building Blocks to Launch a Premium Brand.

In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date:

Chicken of the Sea discovered they had a hidden treasure in their portfolio with their line of premium tuna packed in olive oil, which had being growing exponentially via word of mouth with virtually no support. Pivot Point was challenged to create a premium brand from ground zero around this amazing product line.

To build a brand, you must first know a thing or two about your target consumer.

But finding this consumer was tough given Genova’s extremely low awareness, so Pivot Point took an unconventional approach to identify the target. Working in reverse, we discovered Genova’s consumer - a very small, but extremely loyal and vocal group - via their online purchasing outlets and accompanying reviews. Considering we were talking tuna, the passionate consumer feedback was astounding. We knew we were onto something. Through targeted research conducted around the country, we learned that Genova-loving consumers were hooked at first bite, with many first-time tasters becoming instant brand loyalists. Interestingly, they shared the same lifestyle characteristics…savvy shoppers and culinary adventurers—educated, time-crunched and health-conscious foodies seeking convenience and quality. These rich target insights, combined with competitive and landscape insights gave us the tools to get started building the brand framework.

Next up, we got to work positioning the brand. A “taste” positioning was the winner from extensive qualitative and quantitative research sessions but finding a way to differentiate taste is what we attacked next. Through a series of proprietary Pivot Point Brand Discovery workshops we ultimately shaped and defined Genova’s brand essence. The workshop outputs began to fill-in the framework and ultimately a robust brand wheel was established. Our message was singular and clear: Genova is a simple product with superior taste - one that is simply fulfilling. The resulting brand architecture carved a unique space within the shelf-stable seafood category and launched Genova into the premium world.

Launching the big campaign.

Once the foundation was laid, we unleashed the power of our creative team to develop a campaign that spoke to our target and brought to life the brand essence. Genova Simply Fulfilling…was the mantra we brought to life. With our big idea and campaign creative developed, we then developed an integrated marketing plan to drive high awareness and trial.

Pivot Point ultimately launched the brand across multiple channels including traditional media, digital media, paid search, social media and content, video, blogger support, PR, in-store sampling and website development. All disciplines supported the awareness and trial goals set by the brand.

Only half-way through the campaign, results are impressive with the print and digital campaign delivering over 30+ total million impressions and driving thousands to our website. Influencers, PR placements and social media have been instrumental in driving thousands of unique web visits and 100+ million impressions. Genova has now reached national distribution and poised to reach double digit household penetration and awareness by 2016.

Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):

Terra Chamberlin, Account Director, led the Genova initiative on behalf of Pivot Point Marketing. With over 18 years in brand strategy and positioning, specific to the CPG and wine industries, Terra is skilled at developing award-winning creative campaigns and expertly managing, large integrated teams.

Pivot Point Marketing was founded in 2008 by Co-Principals, Jackie Burks and Amie Stanley, who left traditional agency environments to create a space where work and life fulfillment are aligned. Aside from being women-owned, the majority of our team is comprised of women...from renowned female industry leaders to moms re-entering the workplace to young women starting out to women minorities, our team thrives on empowerment, possibility, flexibility and balance.