Evviva Brands

As the result of Evviva’s work, Marriott won Employer Brand of the Year (ERE) and in the following year grew their Facebook follower base from fewer than 14,000 to more than 1,000,000 to become the most-followed employer brand on the internet. Evviva’s work also resulted in significant earned media including feature stories in top global publications including The Wall Street Journal, USA Today, The Financial Times, The Economic Times and the Times of London. 

Marriott was so pleased with the work that was featured on the cover of the company’s annual report. The “Where I Belong” creative campaign Evviva developed in support of the brand line remains in use in all of the 80 countries in which Marriott hires talent and has led to dramatic improvements in hiring and retention. (Exact numbers are client confidential.)

For more on this case, visit https://www.evvivabrands.com/portfolio/marriott/

Solution

Evviva conducted primary research across a range of sources and held internal and external groups in a variety of Amazon locations. Across Amazon's lines of business, one idea best expressed the essence of Amazon: pioneer. We developed the line, "we pioneer" and expressed that line in a full suite of expressions from photography, print and digital to ambient.

Results

Results are positive but client confidential. More at: https://www.evvivabrands.com/portfolio/2081/

Evviva designed and conducted a series of insight investigations at locations across North America, Europe, North Africa and Asia. We captured insights from a multitude of perspectives, from upper level executives to housekeepers, inside out, and outside in.

We learned that what set apart the most impressive staff members–or Ladies and Gentlemen, as the brand calls them–were an obsessive attention to detail and the understanding that great service elevated both host and guest. Whether it was noticing a single hair on a carpet, a poorly-folded washcloth or a box of tissue at the wrong angle, the best Ladies and Gentlemen understood that it wasn’t the environment, but the obvious attention to the environment, that let guests fully relax. And along the way they learned that great service was both a gift and a dialogue, that at their best, they were a conduit between the aspirations of brand and guest.

From this positioning, Evviva built an emotionally resonant creative concept. We scouted and creative directed a photo shoot at a Ritz-Carlton property to support brand expression. And we developed a comprehensive asset guide for The Ritz-Carlton’s use in global attraction. More at: https://www.evvivabrands.com/portfolio/the-ritz-carlton/

Research with Methanex leaders, employees, community members, public affairs officers and NGOs in Canada, Chile, China, Egypt, New Zealand, Trinidad and the United States helped Evviva discover the company’s strongest and most differentiating quality—its ability to adapt to changing conditions faster and more effectively than the competition. We shared this idea with the world via the brand line and promise The Power of Agility. Deliverables included a full creative suite from logo to livery.

Our work clarified the company’s branded differentiators around the promise The Power of Agility. We developed a new messaging platform, modernized and updated the company logo, design and type system, conducted a week-long photo shoot in Egypt and a video shoot in Punta Arenas, Chile, to deliver a completely new set of photo assets and visual identity for the brand which has subsequently been rolled out globally.

According to BrandFinance, an external auditor, Evviva’s work resulted in a year-over-year improvement from #58 to #51 in Canada’s Top 100 brands, and a positive shift in brand contribution from 14% to 16% (brand value to enterprise value). This represented an increase of brand value of more than $110 million in added brand value in 10 months post-launch.

Process

Research insight led us to a new strapline for the City and as a campaign line to drive awareness about what’s best about Antioch: “Opportunity Lives Here.” The campaign targeted business and lifestyle targets. With integrated programmatic planning, we launched the new brand across a variety of digital and OOH channels.

Results

The campaign was a huge success for Antioch:

• Nearly 24 million total impressions were delivered during the initial campaign cycle.
• 51,000 clicks were generated with a .3% click through rate (CTR). 
• The CTR our ads achieved is six times (6x) the industry average.
• The campaign added 40,000 new visitors to the campaign website (www.antiochisopportunity.com)
• Google Analytics showed a bounce rate of 32% to the site. (This is outstanding.)
• Arrivals results indicate 46,524 physical visits to Antioch from people who were exposed to our ads.

The City was thrilled with the creative and the campaign results and continues to invest in ongoing work.

For more, visit: https://www.evvivabrands.com/portfolio/antioch/

Solution

Collaboration is Atlassian's primary differentiator. Their products allow users to work together seamlessly across time zones, geographies and job functions. Atlassian's work culture reflects their products' focus on collaboration. Together, we built on this important differentiator to develop Atlassian's brand line and promise: "Powered by You." This line sums up what it means to work at one of the most partnership-oriented and collaborative companies on earth.

From the brandline we developed a brand style guide, launch campaign, internal communications suite and a host of supplemental materials to ensure that Atlassian is an easy target for talented people to find.

Results

Since engaging with Evviva, Atlassian has exceeded their hiring targets for three years in a row--in one of the toughest tech talent markets we can remember. See more at https://www.evvivabrands.com/portfolio/altassian-employer-brand/

Process

We conducted a competitive review of Odessa Technologies’ positioning relative to their competition, interviewed company leadership, current customers and prospects. We learned that, while the company was well-respected by users, prospects who did not know the company associated the name with the place, not the service, and that the word “technologies” added to the confusion, making people think the brand meant “technologies from the city of Odessa.” And both customers, internal resources and our design review agreed that the then-current logo looked dated—the kiss of death for tech-based brands.

Solution

Since “technologies” neither clarified nor differentiated, we advised shorting the name simply to “Odessa.” We developed a variety of sophisticated, contemporary logo treatments with fresh, attractive color palettes. Odessa was delighted with the work and has subsequently rolled out the new look across all the company’s online, print, OOH and trade applications.

These were the questions EC&R hired Evviva Brands to address.

Solution

We knew many employees had been attracted by a desire to do something different in energy—something forward-thinking they could be proud to tell their grandchildren. about We knew that as a growth company, EC&R had attracted people seeking a career that would reward those willing to push hard and take risks. And because this was part of E.ON AG, we knew there was substantial brand equity to leverage. We also knew that the brand leadership had to come from the top, with looking at brand from a leadership perspective. So we developed a set of simple, universal leadership principles for EC&R based on the organization’s unique marketplace differentiators. These principles provided a leadership framework for the organization’s growth. Each was linked to specific sets of behaviors that leaders throughout the organization would manifest in their daily lives, be held account-able to by their leaders and one another, and be rewarded for. They were crafted to ensure that the feel of leadership—from open doors, open collars and open minds to a willingness to challenge agreed decisions—didn’t change as the organization grew and more layers were added. And they simplified and clarified the parent company’s incentive scheme ensuring the right behaviors would be properly rewarded. The principles approved, we began a year-long rollout process designed to generate discussion, gather input and deliver ownership at every organizational level.

Results

Through the entire cascade process early results were strong. The work was embraced by managers at every level as a simple, effective, honest and authentic culture capture. The principles have become a cornerstone of the organization’s decision-making process, influencing performance management, evaluations, pay practices and promotion as well as day-to-day operations at the manager and team level.

We’re pleased they’re credited with elevating “how we behave” to the same level as “what we produce.” We're proud that today, nearly four years after their debut, they’ve become ingrained in the organization’s DNA and are the litmus test for decision-making. And as a result of this work, EC&R’s performance in the parent company’s annual attitudinal survey is exceptionally strong.

And when the CEO asked us for a poster of the Principles to hang in his office? We’re not too proud to admit we called our mums.

More at: https://www.evvivabrands.com/portfolio/e-on-principles/

Insight

We carefully reviewed Energy Recovery’s sales process and targets. We learned most frack operators were small, independently-operated businesses and that growth was densely focused in Texas and Pennsylvania. We visited trade shows in Dallas, Houston, spoke to operators in Pennsylvania and the UK, and interviewed analysts, leading wildcatters, as well as representatives from supermajors who were considering re-entering the shale oil market. We learned that the informal network of operators was the only trusted source of recommendations. We found that new technologies had to be both tough and simple to be considered—trade shows often featured not models, but working examples of products--up to and including fully-loaded drill rigs (18 wheelers with multiple pumps). And we learned that a California-based company would have both to solve a real problem and demonstrate proven field trial success to gain consideration of their technology.

Solution

The product had already been named “VorTeq” but hadn’t been positioned. We focused on the proposition that the technology kept water, which was used under high pressure to crack shale, and proppants, the granules of material that keep these crack open, separate, thereby extending pump life and lowering costs. We positioned VorTeq around the brand line “pure grit,” a simple, robust line the industry immediately responded to. We developed a clear, straightforward taxonomy of messages focused on three key segments: industry analysts for water and O&G; institutional operators; and independent frack site operators. From this foundation we built out a set of key messages and hierarchy, a suite of materials ranging from blog posts we wrote for their CEO and other position pieces to sales brochures and analyst launch materials.

Results

Despite a profound reversal in global oil markets that sent the price per barrel plunging from over $100 to less than $30 and decimated the fracking industry, VorTeq was licensed to Schlumberger for $125 million in an exclusive 15-year deal, leading to headlines like, "Small fry hooks a giant."

More at: https://www.evvivabrands.com/portfolio/energy-recovery/

As a result, their influencers and partners also struggled to “place” Smartsheet. Smartsheet’s brand line, “coordinate everything,” further complicated matters by trapping the brand at the coordinator level in the enterprises their software supported.

After deep internal and external research, Evviva discovered there was a consistent six-step “path to passion” the most engaged Smartsheet users followed as they engaged with the app. Once users attained mastery, a surprising majority of them said they loved—not liked, but truly loved—Smartsheet.

Why? Because they loved their work. And Smartsheet helped them love it more.

This key insight unlocked strategy and positioning for the brand:

• We developed a growth flywheel that applied Yale psychologist Robert Sternberg’s triangular theory of love to building and energizing Smartsheet’s word-of-mouth community. We recommended shifting the focus of their services group to supporting partner influencers (e.g., consultancies, agencies, accountancies), and refocusing sales on enterprise closes.
• We built a multi-level “playbook,” a messaging framework and architecture that rationalized and align all organizational messaging around their six owned equities and thirteen supporting messages.
• We built a taxonomy of messages by audience segment, customer level, awareness/sales stage and developed a suite of creative expressions to launch this new look and feel.

Results

This was a strategy engagement. Results are client confidential.