MBI

BACKGROUND

Introduce your business and what you do there.

I’m the former CEO and CMO of a beverage company. We developed a first-to-market product called Aqua Ball that was a zero sugar children’s drink.

OPPORTUNITY / CHALLENGE

What challenges were you trying to address with MBI?

We hired MBI to assist with a massive brand awareness campaign leading up to the launch of our product. They also helped with pulse strategy by helping us understand if we had a revenue drive in certain locations.  

SOLUTION

What was the scope of their involvement?

Their team helped with strategic planning. They helped us understand media and its pitfalls. They did geo-targeted research around certain DNAs around locations that were carrying the beverage. Their team provided recommendations that developed our overall strategy. 

They were also very involved in the creative aspect and call to action. Their team helped with everything from color theory, to data analysis. 

What is the team composition?

There were about three people on the team. I worked with Marina (EVP Marketing and Media Strategy) directly. 

How did you come to work with MBI?

They approached us. As a publicly-traded company, lots of agencies solicit us. However, their persistence impressed me. I decided to hear them out, and I was sold by their pitch. I was also attracted to their smaller size. 

How much have you invested in them? 

We invested about $500,000. 

What is the status of this engagement?

We started working together in 2018, and we did a six-month-long campaign.

RESULTS & FEEDBACK

What evidence can you share that demonstrates the impact of the engagement?

Our click-through rates were off the charts. They were high above industry standards. The data showed that their strategy worked. We also saw an increase in sales when we started to geo-target specific stores. 

How did MBI perform from a project management standpoint?

They really understood our industry and worked well within our budget. They were an asset in strategic planning and creative. The team jumped in with our in-house team and worked well with us. 

What did you find most impressive about them?

They came up with a lot of ideas that we hadn’t thought of. Their team members gave feedback based on their own experiences as parents, which was really eye-opening. Marina was a professional. She knew her business inside and out. I hope I can work with her again soon. 

Are there any areas they could improve?

The only thing was that we were in California and they were in Georgia. It’s always better to work face-to-face, so it would be nice if they had an office on the west coast. 

Do you have any advice for potential customers? 

I don’t have any specific advice, but in general, I’ve referred many other customers to MBI.