Branding + Campaigns

When most people think of a successful brand campaign they think of advertising assets that will drive customers to make a purchase or visit a location, because that is how most campaigns are deemed successful. But the best brand campaigns, the ones that are created to shift a brand’s position not only in a customer’s mindset but also in the minds of employees and future customers and employees, those campaigns not only take advertising into account, but every single platform, channel, and messaging delivery method available to the brand. Then success can be determined not only from market share, growth rate, and profitability but also through consumer perception and the reshaping of category dynamics.

At Raising Cane’s the goal of every major brand campaign was to use all touchpoints possible to enhance a customer or employee’s experience, below is a typical deliverable list for a brand campaign:

In-Restaurant:

  • POP (Register Wraps, Gift Cards, Standees, Napkin Skins, Menus, Customer Experience, Retail Display & Signage, Motion Graphics)

  • Packaging (Large To-go bags, T-shirt bags, Cups, Platter Liners, Napkins, Mobile Ordering Items)

  • Retail (Items only available at the restaurant such as T-shirts, Hoodies, Collectibles, Tumblers)

  • Exterior Messaging (Signage, Yard Art, Standees, Inflatables, Pole Signs, Menus, Motion Graphics)

  • Location Targeted Social Filters

  • Training Materials, Launch Hype Videos, New Customer Greetings

Online Owned Channels:

  • Website (Skin, Blog Post)

  • Social (All channels - Landing Page, 15 Posts Per Month Unique To Each Channel, Creative Strategy and Review of Influencer Posts)

  • Online Retail (Site Updates & Design of items only available online such as T-shirts, Hoodies, Collectibles, Tumblers, Gift Cards)

Advertising:

  • TV, Digital Audio, Digital Video (5, 10, 15, 25/5, 30, 45, and 60-second spots)

  • Digital & Static OOH (All billboards were customized not only based on size, but also on market type so the message or visual was changed a little based on whether you were viewing it in a market with a lot of brand awareness or a new or emerging market. Messages were also changed based on the time of day.)

  • Digital Ads (Each ad was uniquely tailored to the audience and platform running multiple pieces of creative that could optimize based on popularity.)

  • DJ Endorser Talking Points / Scripts

Local Marketing:

  • Marketing Kits and Materials

  • Email Campaigns

  • Social post creative

  • SWAG & Giveaways

  • Print & Digital Ads

  • Sponsorship Creative (Advertising, Branding, and Promotions of stadiums, arenas, sports fields, etc.)

Campaign Examples