Nothing else is like a CHALLENGER BRAND

Turning the ordinary into something extraordinary

OUR CREATIVE CAMPAIGN EXAMPLES

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As one of the premier lead generation firms in New York, NY, we believe in possibilities because we know that anything can happen when a great idea comes from a performance-minded, entrepreneurial team. A leadership brand can turn upside down in an instant, and the ordinary can become extraordinary.

We believe in our clients as equally talented teammates and our partners, because we're part of something larger than ourselves. A great team leads to great ideas and great performance marketing strategy.

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Video Engagement

Celsius Heat

Brand Essence
(Music is not owned or implies to be owned by PBNY client. For demonstration purposes only.)
Celsius Live Fit

Brand Essence
(Music is not owned or implies to be owned by PBNY client. For demonstration purposes only.)
Celsius Heat

#YouLiveForThis - Social 1
(Music is not owned or implies to be owned by PBNY client. For demonstration purposes only.)
Celsius Livefit

#YouLiveForThis - Social 2
(Music is not owned or implies to be owned by PBNY client. For demonstration purposes only.)
Celsius Livefit

#YouLiveForThis - Social 3
(Music is not owned or implies to be owned by PBNY client. For demonstration purposes only.)
Celsius Heat

#OneMoreRep - Social 4
(Music is not owned or implies to be owned by PBNY client. For demonstration purposes only.)
Vantelin Kowa

Knee Braces
(Music is not owned or implies to be owned by PBNY client. For demonstration purposes only.)

Case Studies

BRAND RELAUNCH-Healthy Beverage Category

DIGITAL CROSS CHANNEL MESSAGING & STORYTELLING

Relaunching a new Fitness Drink, formula and brand look, Celsius, to Millenial’s and women, 24-44 who are looking to live a healthy lifestyle.

We created a messaging architecture for all traditional and social channels, go to market recommendations and have assisted with gaining retail distribution.

We deliver effective marketing strategies meant to drive more leads and convert more sales.

SOCIAL ENGAGEMENT/CREATIVE

TO CREATE AN IMPACTFUL BRAND RELAUNCH, WE DEVELOPED MESSAGING ARCHITECTURE FOR ALL TRADITIONAL AND DIGITAL CHANNELS , PROVIDED GO-TO-MARKET RECOMMENDATIONS , AND ASSISTED WITH GAINING RETAIL DISTRIBUTION.

Our Social Creative Execution Examples

Specific Retail - DRIVE TO RETAIL EFFORT- WAWA

DOES THIS COUNT?

In this campaign, we’ll illustrated how Celsius helps consumers burn extra calories long after they’ve left the gym. Whether at work, home, or out and about, Celsius helps keep their calories burning throughout the day, no workout clothes necessary.

Creative Campaign Examples

INTRODUCING A NEW BEVERAGE

MALE FOCUS PRE WORKOUT DRINK

WINDSTAR CASE STUDY

THE CHALLENGE

FILL THE (PRE) FUNNEL
PBNY was added to Windstar’s roster to look into consumer behavior and attract consumers interested in “cruising” & a “smaller ship/yachting” experience. We had to engage & inspire Baby Boomers active on social channels – especially Facebook, debunking myths they’re “too old” to be social.
WHAT WE LEARNED

PROOF IN PICTURES
Travelers usually love posting & sharing vacation pics abroad but with spotty reception on a cruise (and pics trapped in your phone’s camera!), cruisers don’t post as frequently.
But cruising newbies need to see pics to act! Pictures or it didn’t happen!
WHAT WE DID

SHOW & TELL
Created and pushed out dynamic creative to 3 core segment audiences, designed to pique curiosity, inspire clickthrough and keep filling prefunnel interest. Used Facebook video of shipand- port experiences to drive pre-funnel engagement & Atlas mirroring cross channel targeting & message
RESULTS
- In progress
- Engaged a third party to aggregate UGC content
- Top photos will populate Windstar website, social feeds, bring each cruise to life

INSIGHT:
CHOOSING A CRUISE VACATION IS LIKE A PINBALL MACHINE.

ACTION:
INTERCEPT THE RESEARCH PROCESS WITH STORIES & PICTURES TO CLOSE THE DEAL.

BIG IDEA : #WINDSTARRED

THROUGH THE CREATION OF A MASTER HASHTAG

That is ownable, deliverable and defendable, we showcased how platform best practices, branded content, and engagement corrects the digital path-to-purchase.

RE-FRAME THE CUSTOMER JOURNEY
WITH IMAGES THAT TELL A STORY

WINDSTART

The START of the travel decision tree.
#WINDSTARRED

How you feel DURING / AFTER a Windstar cruise

EXAMPLES OF ORGANIC SOCIAL

BRINGING OUR CONCEPTS TO LIFE

- Drive an emotional connection to Windstar & create a community for cruisers and potential cruisers
- Evoke the feeling that one experiences while Windstar cruising
- Push the insight that TIME IS A LUXURY: After all your hard work, it’s time to unwind & unplug.
- Ownable benefit for Windstar: What’s great about cruising? It’s more than just cuisine!
- Push on CAREER MILESTONE / CELEBRATORY placement, especially amongst C-suite on LinkedIn

#WINDSTARRED

CASE STUDY: Athletic Sleeves and Braces

THE CHALLENGE

BRAND NEW TO SOCIAL
Eager to see results—fast!, Vantelin clients did not quickly warm to the idea of social media.
PBNY educated the client and created a content strategy to inspire and motivate consumers.
WHAT WE LEARNED

ATHLETIC, NOT ATHLETES
While CopperFit pushed NFL Pro athletes, our research told us to pursue “everyday pain” & “weekend warriors”; sports fans, not workout fanatics.
We then drilled down on local markets vs.
spreading budgets too thin nationally
WHAT WE DID

CONTENT IS KING
We ramped up SEM & Vantelin’s social presence. We then bolted on programmatic, using CVS/Walgreens/GNC purchase behavior to build our consumer profile.
We partnered with Diply to serve up sponsored content (articles, :15/:30 videos), raising brand awareness & traffic to site.
RESULTS
- Gained retailer awareness leading to increased product distribution
- Diply: Daily site traffic rose 20x in first 3 days of campaign
- Vantelin gained +5000 Twitter followers in 30 days
- Increased traffic to vbrace.com by 53%
- Leveraged 200% ROI of Vantelin’s successful :60 TV spot with :15/:30 cutdowns

STAY IN THE GAME : BRAND ACTIVATION

ROI for Vantelin activities during the quarter, and reached 246% ROI during q4/q1 196%
Branded Keywords were 400% more cost efficient 400%
Online orders were 338% greater than orders placed by phone 338%
Niche product keywords realized a sub-$1 CPC and delivered a 15% conversion rate 15%
Specific branded keywords achieved a 41% CTR, with a 22% conversion rate 31%

STAY IN THE GAME : BRAND ACTIVATION

LAUNCHED AND SUPPORT BRAND— AGAINST COMPETITION SPENDING 20X’S THEIR BUDGET (COPPERFIT).

Used Search, Display, Programmatic and DRTV to test ROI. Proved that when DRTV is used in combination with Search and Social, results are 11.5x’s better than DRTV on its own.

SOCIAL

WITHIN 2 MONTHS, LIFTED TWEET-TO-TWEET FOLLOWER RATIO 3:1
- INFLUENCER FOLLOWERS GREW BY 415%
- 171% GROWTH IN OVERALL ENGAGEMENTS
- RETWEETS ROSE BY 161%
- LINKS CLICKED INCREASED BY 513%
- IMPRESSION VIEWS UP 129%

SPORTS BLOGGER

GOLF
- The Sand Trap
- Hooked on Golf
- Wei Under Par
FOOTBALL
- Football Fan Cast
- Blogs.NFL
- Shutdown
- Corner
RUNNING
- Fetch Everyone
- Hungry Runner Girl
- Believe in the Run
BASKETBALL
- Balls Don’t Lie
- Inside Hoops
- Hoops Hype

LIFESTYLE BLOGGERS

BEAUTY
- She’s In The Glow
- I Covet Thee
- The Formula
FASHION
- Atlantic // Pacific
- Barefoot Blonde
- The Blonde Salad
HEALTH & WELLNESS
- Hello Healthy
- Healthy Happy Life
- Holli Thompson
FITNESS
- From Fat to Fit
- Ross Training
- Sock-Doc: Natural Treatment

LAUNCH OF POWER GEARTV/DRTV & BRAND :60

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