The Integer Group Innovative Approaches For Effective Marketing Campaigns Business-to-Business Marketing Class Project By: Kiara Gitlin, Audrey Helbing, & Julia Withers

1. Innovative Approaches For
Effective Marketing Campaigns
THE INTEGER GROUP

2. 3 LENS MODEL
• GUIDES SELLING STRATEGY
• BRAND: WE UNCOVER THE
BRAND TRAITS THAT REALLY
SPEAK TO SHOPPERS AND
CONSUMERS
• SHOPPER: WE UNDERSTAND
WHO THE SPECIFIC SHOPPER
IS, AND WHY THEY BUY WHAT
THEY BUY
• RETAILER: WE ASSESS THE
RETAILER’S MOTIVATIONS AND
UNIQUE PREFERENCES

3. DISRUPTION
• WE APPLY THE ART OF
DISRUPTION TO ASK
BETTER QUESTIONS,
CHALLENGE
CONVENTIONAL
WISDOM, AND
OVERTURN
ASSUMPTIONS THAT GET
IN THE WAY OF
IMAGINING NEW
POSSIBILITIES

4. RETAILER INTEL
• OUR DEDICATED
KNOWLEDGE
BASE OFFERS THE
DEEPEST
UNDERSTANDING
OF RETAILERS
AND THEIR
NEEDS.

5. THE SHOPPER CONTINUUM
• EXPERTISE IN TODAY’S RETAIL
LANDSCAPE IS MORE THAN
CONNECTING POINT A TO B
• SHOPPER CONTINUUM IS
USED TO UNDERSTAND THE
JOURNEY AND DRIVE
SHOPPERS FROM
CONSIDERATION (PRE-TAIL)
TO PURCHASE (RETAIL) TO
ADVOCACY (POST-TAIL)

6. Blue Moon Craft the Next Blue Moon
In 2012, the rare event of a blue moon would occur during
Labor Day weekend. A year in advance, we got our fans
excited for the lunar event by asking them to help us craft
a Blue Moon for the blue moon—meaning we let fans have
a say in everything from the beer to its packaging design.
To guide the conversation on social media, we introduced
the brewmasters. Through the entire campaign, they
peppered in stories about the brewery and what inspires
them.
The brewmasters brewed three beers, letting fans taste
and vote for their favorite at national sampling events
before determining which beer would be released for the
blue moon.
The culmination was Drink a Blue Moon on the Blue Moon
events. We organized events across the country that
showcased the winning beer in celebration of the blue
moon—the most spectacular event was held at the Blue
Moon Brewing Company in downtown Denver.

7. P&G Best of Beauty
We needed to develop an awards program that
spoke to shoppers in a new and meaningful way,
while still highlighting the superiority of P&G
beauty products with their awards. It needed to be
done in a way that would inspire vastly different
retailers to activate it in a differentiated fashion
and set P&G brands apart from competitors. We
created a “micro-occasions” (little events that
speak to the way shoppers really shop) program
that pushed P&G award-winning products;
because while awards drive closure, occasions
drive relevancy.
We looked at what kinds of occasions made sense
to the shopper. We identified occasions like date
night, girls’ night out, spring-break needs, wedding
season, and beach-day ready, to name a few.
After we identified these micro-occasions, we used
them to guide the photo shoot. In a single photo
shoot, with only four models and a whole lot of
wardrobe changes, we shot 14 different scenes
that depicted more than 18 real-life occasions.
Retailers had more flexibility than ever to visually
and strategically adapt this program to fit their
needs. The results spoke volumes that the strategy
worked both with retailers and the shopper.