Tell us about your goals. We'll propose the solutions.
[Customers] Estover Ganttic Avrame Stokker Sunlines Softmed Maxima Samsung NP Autod Creditstar CV-Online Toidupank 'Let's Do It!' Redcurrant Tahe Wood Eesti Sohva GLOG home Benu Apteek SOS Lasteküla Olympic Casino Ekspress Meedia Eesti Firmaspordi Liit Telliskivi Loomelinnak The National Institute for Health Development
Goal Avrame is an Estonian company that designs and sells sets and kits for A-frames. The backbone of their sales processes is email marketing. Since we are dealing with an international business, where the number of queries per day can reach up to a couple of hundred, Avrame needed an automated solution to deal with all the incoming emails, while the salesmen could focus on sales, not just replying to emails. In addition, Avrame was interested in getting noticed in the international media.
Solution We analysed the existing emails and their content, set up a logic and implemented it, selecting from the incoming emails those, for which the likelyhood of conversion - a discussion leading to an actual sale - was the highest. In addition we created content to pitch for the international media.
Result While the number of incoming emails is showing an increasing trend, the automation logic put in place by H/G is working nicely, helping the salesmen focus on emails that show most promise of converting into an actual sale.
Telliskivi Creative City
Goal Telliskivi Creative City - one of the most popular events venues in Tallinn - was interested that the Street Food Festival and the Street Performers' Festival 'Tadaa!' would get covered by the local and international media.
Result We exceded all expectations. The number of visitors that year hit an all-time record. Our pitch idea to the local news site Delfi won the Press Video of the Year award.
Goal GLOG home was a company selling house plans. Not houses, but detailed instructions one could build a house based on. Think IKEA, but for dwellings. GLOG home was interested in more attention.
Solution We made sure that GLOG home's message would spread. Naturally, we used all our native communication channels to do this, social media included, not to mention writing pieces to blogs as contributors. We reached out to international publications such asThe Guardian , but we also got coverage - among other places - here and here.
Result Our goal to create a buzz and get potential customers interested worked great!
Goal M/S 'Katharina', a local cruise ship known for its leisure cruises in the Bay of Tallinn, was interested in getting some unconventional media attention. It had to be BTL.
Solution We decided to focus our efforts on various maritime elements and so we came up with the idea to set up a campaign to hire a new crew member - a ship's cat. For that we created a genuine job ad and posted it in the most popular local recruitment portal CV-Online. In addition to an amusing and semi-professional job ad, we also created a video, in which the ship's captain, personally, explained the subtle nuances of the vacant position's requirements.
Solution The campaign was a success! As the first publisher had picked up the story, it went viral and lasted for almost 6 months, getting constant coverage in different publishers from different angles, offline and online. Also, as per CV-Online's analytics would later show, the job ad became the most popular job ad of the entire year.
M/S 'Katharina' did find a new crew member. A black cat called Ghost. Just google 'laevakass Tont' (in Estonian 'ship's cat Ghost')
Goal A job fair was approaching and in hopes of finding new people to their ranks, Estonia's biggest casino was interested in finding a solution that would improve their success rate at the fair. First a foremost the goal was to find new dealers and customer support personnel.
Solution We created the concept of the approach, slogan and copy, whereas our partner was responsible for graphic design.
When creating the concept we aimed to make sure that the lead created in the work fair would not go cold, so that the potential applicant could be followed up after the fair had ended.
As for the slogan, we wanted to convey that a career choice cannot be a gamble. At the same time we wanted to make sure the slogan would still be related to entertainment. A characteristic inherent in the Olympic brand. The slogan we came up with was 'Olympic Casino - the best bet of your life'.
To spread the message, we creted two types of materials - flyers and contact cards. For flyers, the goal of the medium was to convince the potential dealer or customer service representative to join Olympic Casino's team, emphasizing the employers innovative remuniration schemes and additional bonuses that came with the job. Thanks to this we were able to emphasize such newsworthy aspects as getting paid extra for smiling, the work schedule can be adjusted based on the employees needs, etc.
The core idea of the contact card was to get the potential applicant - the lead - to leave his/her contact details, so the company could later follow up on him/her, 'selling' the position and converting the lead to a sale.
Olympic'u esindaja kommentaar oli järgmine: "Aus tagasiside on see, et oleme suures plaanis töödega väga rahul ja Georgilt (kampaania autor) tuli värbamiskampaania puhul väga häid ettepanekuid ja lahendusi." Result The representative of Olympic commented as follows 'The honest feedback is that on the large scale we are very happy with the results and that George (author of the campaign) came up with some great ideas and solutions during the recruiting campaign.'
Goal Arrange a competiton to find a solution for the scrap leather left over from furniture production and get media coverage for the event.
Solution Our partner was responsible for visual design, Eesti Sohva's homepage and managing the Facebook page. H/G was responsible for setting up and managing the campaign and media coverage. The jury consisted of local professionals well up to date with the trends in the reusing industry. Due to restrictions everything had to be done remotely.
Result The campaign was a success, as almost 200 ideas were submitted. That's almost three times as many as on previous years. The campaing got coverage in the three biggest news publications in Estonia -Geenius, Maaleht, Äripäev addendum Tööstusuudised, not to mention other publications.
At times the ideas proposed by H/G seemed unorthodox, but once the ideas took shape, there was nothing strange about them - the campaign worked and the results speak for themselves.