CREATIVE. PRODUCTION. AGENCY.

The science of story: grow your brand, get results. We’re a group of producers, designers, writers, strategists, and weirdos who love a good story. Driven by empathy and informed by data, we’re always exploring what connects us to others.

 

That’s where the “science” comes in: measuring, analyzing and crunching the numbers on the experiences we produce, so that you can understand and grow your audience. From award-winning creative to high-performing digital campaigns, we create stories that get you results.

 
$10,000+
 
$150 - $199 / hr
 
10 - 49
 Founded
2011
Show all +
New York, NY
headquarters

Portfolio

Key clients: 
Hickey Freeman, Samuelsohn, NARS, NBA Players Association, Harry Chapin, Verizon, SAP, Lokai, Shiseido, Founders Institute, Europerfumes, Nanit, 4H

Let's Get Risky, Not Risqué

We sourced authentic bad reviews of all Etat perfumes from different online platforms, discovering in the process that these perfume reviewers all have a career in copywriting.

We matched the review to the fragrance then added the ironic twist of classical French Renaissance paintings as background imagery to further point out the absurdity of the comments while still

linking to the brand’s French heritage. Was the review about the painting or the scent? Judging art and fragrance is a subjective task. We found absolute perfection in the ambiguity.

Etat goes a step above to let customers know that they are more than just a brand. They are people too. People with a great sense of humor. We created an email and discount opportunity based around a unique Facebook interaction with a customer and the Etat brand.

The campaign not only drove a strong return on ad spend, increase in purchases, and website visitors but also high post engagements and increased brand affinity. In the first 45 days of the campaign launch, we've spent a total of $18,937.07 on paid social. Etat Libre d'Orange US has increased total sales by 284%. Website traffic increased by 393% with total orders improving by 309%.

​Breaking down sales by social channels, there was a 10,487% increase in Facebook purchases and a 674% increase in Instagram sales. There were over 1.1 million impressions, 35K+ engagements, 1000+ post shares, and over 700 comments driving a total earned media value of $75,000.

 

Brand Launch

Challenge

Brand and launch an emerging disruptor to the eyewear industry.

Solution

Create a refreshing brand, design an easy to navigate website, and produce content that excites our target audience - optometrists, ophthalmologists, and opticians.

Eyelo is a brand near and dear to our hearts. Not only did we name

Eyelo (derived from 'Eye Love') but we helped establish the branding, designed the website, and created and produced all content for the website and subsequent launch.

Aside from the initial branding, the website was most important for Eyelo. As a distributor of many brands, the website had to have a clean, professional look while remaining easy to use and approachable.

Eyelo aims to be the optometrist's best friend, and data shows that the newest class of eye professionals are predominantly younger females, so it was important for the content to feel like it had some life to it, as opposed to the stuffy and generic content we've seen before.

NBA Players Association - #EverydayDad

Leading up to and concluding on Father's Day 2015, we had the opportunity to spend a day with six NBA players each and their families. We interviewed them on fatherhood, captured play time with their kids and off the cuff moments culminaing in a family portrait that we rolled out over the course of one week per player. The result? NBPA Foundation social media engagement up 2000%, 4.7 million campaign impressions, and a dozen

players that are eager to participate this year.

At the end of last year's campaign we designed and produced a coffeetable book which included spreads of the featured players and any content that was submitted by players throughout the campaign. The goal for this book was to give the players a physical #EverydayDad memento while drumming up excitement for phase two in 2016.

Echo of an Interesting Woman

Reimagined for a new era, the Echo of an Interesting Woman campaign celebrated women who are making a difference in the world around them. We produced video interviews of all 9 women as well as created the social media components to compliment the campaign.

Challenge

Position Echo as the leading lifestyle brand in the digital age by uncovering its iconic heritage with "Echo of an Interesting Woman" that

will live on the Echo Website and broadcast through various social media channels in honor of their 95th Anniversary.  Solution

Produce a campaign that pays homage to the original 1970s campaign by featuring and interviewing powerful women from all industries and backgrounds.

 

The original iconic campaign from the 70s was ahead of its time. In reimagining it, we didn't want to lose the raw authenticity that the original campaign exuded. We kept backdrops and props minimal, focusing on each of the nine individual women - what inspires them, the lessons they've learned as they've grown older, what they still hope to accomplish and, of course, their favorite way to wear an Echo scarf.

 

Hickey Freeman - Purpose Never Ends

Since their humble beginnings over 117 years ago, Hickey Freeman has been dedicated to manufacturing, hiring, and training domestically. Focusing on their local veterans community in Rochester, the brand has partnered with NGOs such as Veterans on Wall Street (VOWS) and FourBlock, that help prepare returning veterans for their next chapter.

Why “Purpose Never Ends”?

Inspired by Hickey Freeman’s very own Jacob

Sipple - a Marine veteran who now works as a Hickey Freeman supervisor, Purpose Never Ends was created to challenge the idea that all veterans come back from service broken. Instead, we posit that the military prepares veterans for life in a way that we can never imagine. This campaign highlighted five men who have returned from service and continued to be incredibly successful beyond their service - showing how valuable the skills learned in the military can be for a veteran returning home to civilian life.

Lokai - Black & White Campaign

The #ChooseToChange campaign celebrated the launch of the brand’s Black & White bracelets. The bracelets - which are sold together - symbolize life’s valleys and peaks, and how once we choose to change our own fate we can help change the fate of others.

The campaign features World Champion Fencer and two-time Olympian Miles Chamley-Watson; model and activist with albinism Diandra Forrest; and trainer and

motivational speaker Jacy Cunningham. Each story told focused on individual struggle, perseverance and triumph for those who chose to change their perspective instead of letting life beat them down.

Working with RXM Creative, we wanted to produce a campaign in the vein of the popular “tiny planet” videos. Using the Nokia OZO360 and some very serious skill in post production, we produced videos using “tiny planet” and traditional footage. Each being unique to the individual, the videos gave a feeling of being on top of the world or totally encapsulated by it. The perfect metaphor for life’s highs and lows.

RBN

RBN

Rust Belt Nation

Founders Steve & Ed had a name and a few ideas, but not much else! When searching for the company that would help them get their brand started, everyone they met with asked what they wanted then gave them a price. When they met with us, we asked “why?”

By challenging what they thought a brand should look like and some other preconceived notions, we stood out from the pack. Steve & Ed left Kworq and then

immediately called us from the car: they had decided we’d be the ones to work with.

RBN celebrates this new generation’s love for the past with the working class soul of Rust Belt cities and the working class that made them. A traditional gear (industry/grit) combined with a flower (new growth/rebirth) adds up to make the signature logomark: the blossom. We ended up with a brand that still has the strong heart of that Rust Belt, but also the clean and modern visual touches of a 21st century company.

Verizon NFL Instant Engagement

With fan-centered stadium activations and experiences, Kworq made it impossible to ignore Verizon NFL Mobile during the 2014 - 2015 season.

Responsive, life-size 3D player avatars on an 80” translucent screen, gave fans the interaction they desired and captured it for immediate bragging rights.

Through Powertouch, fans were introduced to Verizon NFL mobile by some of NFL's most recognizable players and treated

to a personalized autographed photo.

We wanted to give fans the experience of being a newly drafted NFL player: from signing the contract, to practicing with the other players, to signing autographs. So we created Join The Team, placing fans in a short film starring as the new recruit for their favorite team. 

Want to experience it yourself? Go to kworq.com/jointheteam

Making Tech Human Again Image

Making Tech Human Again

Nanit constantly found themselves onboarding freelancers for their marketing needs, leading to disjointed visuals and copy.

Solution? Make everyone go "oooh" and "awww." Create a consistent design language that highlights Nanit's cutting-edge technology, while elevating the brand from tech startup to a family company. 

Nanit made waves in the tech and baby space when it released a baby monitor that

tracked sleep—all through computer vision (extremely cool, we think so too). But as the company expanded its product line to encompass more aspects of a baby’s life, the brand needed help evolving from tech darling to a family brand. 

 

We became Nanit’s primary production arm, creating a coherent visual language: from illustrations to packaging to product photography. And as we continue working with Nanit in developing their branding and positioning, we get to see a client-partner grow and flourish. We’ll say it’s almost as rewarding as raising a child.

A True Digital Partner Image

A True Digital Partner

Challenge

Help the internal 4-H Digital team increase donations and engagement by improving and iterating on digital marketing efforts - both social and email.

 

Solution

Dedicate a team to 4-H. Work with the internal team to carefully research and craft campaigns, test creative and audiences, and produce

real-time reporting data that allows us to iterate quickly to maximize budgets.

 

4-H sends dozens of emails a month - in addition to the management of those campaigns we redesigned several of the email templates resulting in greater click-through and engagement rates.

 

The majority of 4-H campaigns are focused on donations that help fund their initiatives - as we started to work together we realized that the 'Donation Page' could be working a lot better for them. We didn't have much flexibility in changing the Donation page, so we came up with a specific set of changes within the existing framework that helped encourage donations and reduce the bounce rate.

We moved the button up above the fold, removed unnecessary questions, and enacted a clear CTA. The changes resulted in the bounce rate reducing 117%.

Samuelsohn - NYMFW 2017 Image

Samuelsohn - NYMFW 2017

To introduce the foundations of the Samuelsohn ICE fabric technology, we focused the social strategy around a grid aesthetic - curating Samuelsohn’s feed to reflect the same level of sophistication and luxury the brand embodies. The macro individual photos featured natural elements, models and athletes, and refined fabrics. We posted one mood board daily, sharing three separate snapshots at different times of the day resulting

in one final macro image.

Using Facebook Live and Instagram stories, we captured exclusive backstage coverage of the NYFWM show. Live-streaming in lieu of standard posting on Samuelson’s profile enabled us to bridge the gap between the brand’s online presence and its online audience. Unlike most fashion show coverage, inclusivity was the name of the game to ramp up audience engagement.

Facebook Growth: 78%

Instagram Growth: 36%

Harry Chapin Music Image

Harry Chapin Music

Harry Chapin was a folk singer, activist, and family man. For the 30 year anniversary of his legacy, his family wanted a music site that made it easy for fans to buy merchandise while reflecting the innovative storyteller Harry truly was.

We wanted the website to be a slice of 1960's New York, channeling the energy of the period without feeling dated. The new branding and website is visually striking, reflective of who

Harry was, but flexible enough for both print and digital.
SAP - Real-Time Stats Image

SAP - Real-Time Stats

THE ASK

Deliver insights directly to fans at Metlife Stadium.

THE SOLUTION

Develop a distinct workflow pulling in NFL data which translates to a visual representation of the statistics on the side of Metlife Stadium for a unique show prior to each game.

THE EVOLUTION

The first two years were all about the fantasy stats - pulling in data

from the SAP directly. For Year 3 we wanted to hear from the fans. During the tailgates, we interviewed fans asking for their best game insights, then produced a pre-game show that ran at the SAP Plaza prior to the game each week.

Reviews

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Content Production for Media Campaign Revamp

"The Kworq team are content creators, digital-first thinkers, and production gurus!"

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Jan. - May 2019
Project summary: 

Kworq provided a series of videos and accompanying content for a revitalized media campaign launched by a product retail company. The campaign focused on highlighting the lives of interesting women.

The Reviewer
 
51-200 Employees
 
New York, New York
Aliza Birnberg-Perruzzi
Senior Director, Marketing, Echo
 
Verified
The Review
Feedback summary: 

The campaign drove a 10% increase on social media and provided the client's brand with a voice that pleased project stakeholders. The Kworq team demonstrated significant knowledge of the industry and creativity throughout the project, working efficiently to provide high-quality results on schedule.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I am the Senior Director, Marketing for Echo Design Group. I lead the growth of the Echo brand efforts including Marketing, PR, Communication and Ecommerce.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Kworq?

Revive the history of Echo by uncovering it’s iconic heritage with a digital revamp of our 1960's campaing, “Echo of an Interesting Woman” to #interestingwoman

What were your goals for this project?

- Paying homage to the History of Echo and moving it forward digitally while sharing the Echo story - Develop partnerships with key influencers, celebrities, brand ambassadors and real women to grow brand awareness. - Start to give the Echo brand a voice. - Driving traffic online

SOLUTION

How did you select this vendor?

I have worked with Kworq in the past and they have always proved to not only be extremely talented and agile but always deliver results!

Describe the video(s) and the process in detail.

Kworq provided a series of videos and content derived from a 2-day production where they interviewed, filmed and photographed 9 "intersting woman" for the campaign.

What was your vendors' project management or feedback process?

Kworq's team was professional and extremely detail oriented. We worked closely throughout all the planning stages of the campaign to ensure the interview questions were thorough and the final drafts of the videos were exactly what we wanted for our brand.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The campaign, didn't have much media support and was primarily only seen on social media and through our PR efforts. However, it drove an increase of 10% on Instagram following and influencer/media engagement. To us, it was a huge success... we brought a 50 year old campaign back to life and gave the Echo brand a much needed voice.

How effective was the workflow between your team and theirs?

The overall teams workflow was very efficient.

What did you find most impressive about this company?

The Kworq team are content creators, digital-first thinkers, and production gurus!

Are there any areas for improvement?

There is always room for improvement with any person or company, but they did a stellar job and I hope to continue working with them for years to come!

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Video Production for Medical Technology Company

"It was a pleasure to work with them, and I’m sure we’ll do so again in the future." 

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
Apr. 2018
Project summary: 

Kworq produced a video detailing future medical technology products and services and their impacts on customers. They assigned a producer who managed a filming and editing process featuring multiple locations.

The Reviewer
 
11-50 Employees
 
Boston, Massachusetts
Doron Kempel
CEO, TG-17
 
Verified
The Review
Feedback summary: 

The video portrayed a detailed value proposition, leading to successful fundraising efforts. Kworq facilitated filming in challenging weather conditions and adapted to internal project management technologies. Customers can expect a dedicated partner that aims to deliver an optimized product.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m the CEO of TG-17, a medical technology company. We focus on the B2C space.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Kworq?

We wanted to produce a video that would explain to potential customers, employees, and investors what services we’re going to offer and how those services are going to positively affect peoples’ lives.

SOLUTION

What was the scope of their involvement?

We began with a discovery phase where we explained our services and products to them in detail. Then, we created an extensive plan for the video’s scenes, visuals, and script. Choosing our actors took time, but it was worth it to interview them. We shot the video in three days, two of which were in the field, using Kworq’s producer. He was patient and capable. The third day’s shoot was in Kworq’s studio because we needed to film one of the actors in a clinical environment.

We then moved to editing, where we offered feedback on the portions of the video they’d finished so far. They were highly professional with both their technology and scheduling. In the end, they delivered several versions of the video we could show to different audiences (potential customers, investors, and employees). This was necessary because we couldn’t reveal all our services to potential employees until after they’d signed an NDA. These requirements have changed over time, and Kworq has made all the alterations.

What is the team composition?

Robin (Executive Producer, Kworq) was intimately involved in the day-to-day work. Chris (Co-Founder, Kworq) and Guy (Co-Founder, Kworq) were present throughout production as well.

How did you come to work with Kworq?

Our project manager solicited recommendations of companies that were agile, professional, and able to produce high-quality work. They also had to be skilled at 3D rendering, because we didn’t have any physical products to display yet, only ideas. We met with three different companies, but we were most impressed by Kworq’s professionalism and established processes. It also seemed like they would manage the project in such a way that ensured a high-quality outcome. While their price was a stretch for us, they proved to be flexible.

How much have you invested with them?

We spent $225,000.

What is the status of this engagement?

The entire project took place during April 2018.

RESULTS & FEEDBACK

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

Kworq accurately and simply expressed complicated, abstract services. Potential customers and investors immediately understood our business plan and resonated emotionally with the video. It’s helped us raise a lot of capital and achieve a high valuation.

How did Kworq perform from a project management standpoint?

They were timely in their communication and participated in daily reviews and Zoom conference calls. We worked off a single project management document. On the two field shooting days, they effectively managed a large team. This was especially difficult as we were outside in the winter and had to shoot some scenes several times. Finally, their time, cost, and materials estimates were highly accurate.

What did you find most impressive about them?

They were nice to work with and connected with what we were doing. Because of this commitment, they didn’t shy away from offering their feedback or advising us to make a different choice. It was a pleasure to work with them, and I’m sure we’ll do so again in the future.

Are there any areas they could improve?

No, not that I saw. They met our expectations and were patient as we explained our processes. They truly became part of our team, and we’ll continue to work with them.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
    They always delivered what they needed to deliver. Delays came from us requesting too many changes.
  • 5.0 Cost
    Value / within estimates
    The video has played a pivotal role in growing our company and I don’t know how to quantify that value.
  • 5.0 Quality
    Service & deliverables
    They don’t have any ego and completely integrated with our team.
  • 5.0 NPS
    Willing to refer

Marketing for Retail Company

“They created future-focused strategy that takes advantage of our current strengths.”

Quality: 
5.0
Schedule: 
5.0
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$50,000 to $199,999
 
Sept. 2018 - Ongoing
Project summary: 

Kworq acts as a marketing and development arm for a men’s apparel company. The project includes a Shopify and custom website, content creation, and multichannel digital marketing.

The Reviewer
 
1-10 Employees
 
Bronx, New York
Jason Devereaux
Cofounder, KK&Jay Supply Co
 
Verified
The Review
Feedback summary: 

Though the site has yet to launch, Kworq consistently demonstrates their skill and promethean abilities. They are thorough, forward-thinking, and sensitive to brand needs. They are willing to negotiate, and their team unity is strong.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I’m a co-founder of a men’s accessory company. We specialize in shirttail garters and stays, suspenders, and other accessories.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Kworq?

We needed to completely rebuild our website, including all new content, design, and functionality.

SOLUTION

What was the scope of their involvement?

They’re helping with our website, which uses Shopify and a custom CMS. We’re completely redeveloping a new platform with new coding language and design. We do all of our own analytics now, but are discussing moving digital media planning over to them in the near future.

Other than the website, they also manage all our social media, ad creation, and online marketing. We had a large photo shoot, small photo shoot, and large photo production to capture all the content we need for the website rebuild. Those shoots provided us with about six months of social media posting material, banner advertising, native and Facebook advertising, Instagram stories, and pre-roll for YouTube.

What is the team composition?

We have a project manager who we communicate with the most. We also work with one of the founders on our marketing and media planning. He has oversight over the whole project. The rest of the team includes another partner who covers production work and development, a coder who manages pieces for the website, another production manager, a graphic designer, and two assistants. The whole team is amazing, and we are in close contact with all of them.

How did you come to work with Kworq?

We did a Google search and found them on a site called Agency Spotter. We had a three-point procurement process and ultimately decided to use them as our marketing arm. They really impressed us with their initial presentation.

How much have you invested with them?

To date, we’ve spent about $100,000 on their services. We’re currently discussing a $100,000 yearly budget for future management and creative services.

What is the status of this engagement?

We started talking with them in early spring 2018 and started work on the website in either August or September 2018. The photo shoot was in late September, and they took over our social media management in October or November 2018. We expect the site will be completed and ready for launch by late February 2019.

RESULTS & FEEDBACK

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

The site has yet to launch, but we’re very pleased with our experience so far.

How did Kworq perform from a project management standpoint?

They’re an excellent team and have added a lot of organizational skills to our internal team. As we grow, they’re setting us up for future success.

What did you find most impressive about them?

The thoroughness of the procurement process set the stage for a successful collaboration. Their creativity and the quality of their work are consistently exceptional, and they always pragmatic about their understanding of our business goals. They never pushed us to do more than we wanted to, and they understood that cashflow was very important to our existence as a small, new company. They created future-focused strategy that takes advantage of our current strengths.

Are there any areas they could improve?

Everything is very good so far. Even if there is some small contention about pricing, they’re willing to negotiate and are generally very fair.

5.0
Overall Score
  • 5.0 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Website Redesign for Music Foundation

"Communication between our office and Kworq was consistently efficient and clear."

Quality: 
5.0
Schedule: 
4.5
Cost: 
5.0
Willing to refer: 
5.0
The Project
 
$10,000 to $49,999
 
Nov. 2017 - Mar. 2018
Project summary: 

Kworq revamped a website to include upgraded merchandise buying options and a professional design.

The Reviewer
 
1-10 Employees
 
Huntington, New York
Josh Chapin
Board Member, Harry Chapin Foundaion
 
Verified
The Review
Feedback summary: 

Sales improved after the implementation of the new design. The internal staff is also pleased with the new designs. Communication was clear between both sides.

The client submitted this review online.

BACKGROUND

Please describe your company and your position there.

I am a board member at the Harry Foundation. We give small grants to domestic organizations that excite us and align with Harry's mission. Our four areas of investment are arts and education, community education, sustainable agriculture and grassroots organizations that support environmental conservation.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Kworq?

We needed Kworq to help us raise capital for our foundation by selling Harry Chapin's music and merchandise and alerting his fans to his philanthropic passions through the Chapin Office website.

What were your goals for this project?

We wanted them to revamp our website to improve its professionalism, functionality, and merchandising while maintaining the seventies appearance of Harry Chapin in his prime.

SOLUTION

How did you select this vendor?

The co-founder of Kworq is a family friend of Harry Chapin.

Describe the project in detail.

We wanted to revamp our website and brand to celebrate Harry’s 30-year legacy. We needed to upgrade the merchandising functions to improve the ease of buying products. Their team gave us ideas that we knew would work and improve the website without too many details.

What was the team composition?

We worked with both founders, the executive producer, and a project manager.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

The new website puts an emphasis on sales, while still embracing Harry Chapin. The staff is happy with Kworq’s designs. The website is modern, easy-to-use, and a reflection of the foundation. Our sales improved, and we have not received any complaints regarding the ease of purchase and site navigation.

How effective was the workflow between your team and theirs?

Communication between our office and Kworq was consistently efficient and clear.

What did you find most impressive about this company?

Everything stood out as impressive, but I liked how positive the experience was and by the can-do, creative and friendly energy of every team member I met and dealt with.

Are there any areas for improvement?

The feedback loop of ideas could be more efficient, however, our side slowed down the process. I am only trying to nitpick because we had a clean and positive experience with our website reboot.

5.0
Overall Score
  • 4.5 Scheduling
    ON TIME / DEADLINES
  • 5.0 Cost
    Value / within estimates
  • 5.0 Quality
    Service & deliverables
  • 5.0 NPS
    Willing to refer

Creative Campaign for National Sports Players Association

“They went above and beyond to make fantastic end products.”

Quality: 
4.5
Schedule: 
5.0
Cost: 
4.0
Willing to refer: 
5.0
The Project
 
$200,000 to $999,999
 
June 2015 - June 2017
Project summary: 

Kworq ran a creative campaign that included print, video, and social media. They managed the schedule, organized the film crew, and created all the collateral. They also kept sensitive information confidential.

The Reviewer
 
51-200 Employees
 
New York, New York
Nicholas Daniel-Richards
Former Chief Digital Officer, NBPA
 
Verified
The Review
Feedback summary: 

Kworq improved player engagement with the union, and their videos have tens of thousands of views. They took care of all of the logistics, including working around the schedules of four basketball players. Their social media skill could be improved, but the overall work was phenomenal.

A Clutch analyst personally interviewed this client over the phone. Below is an edited transcript.

BACKGROUND

Introduce your business and what you do there.

I was the Chief Digital Officer at the National Basketball Players Association (NBPA), a labor union that represents players in the NBA.

OPPORTUNITY / CHALLENGE

What challenge were you trying to address with Kworq?

We wanted to engage with our union members and get them to record stories about their relationships with their fathers. We planned to create a campaign about it but needed the NBA players to share authentic stories.

SOLUTION

What was the scope of their involvement?

Kworq had a variety of responsibilities, the largest being the creative concept for the campaign. We had the overall objective of getting the players engaged, and Kworq created the flagship content to build up the participation rate. They decided to create numerous types of collateral: digital, print, video, etc. They planned and executed the entire creative concept, making sure everything came together and all the different forms worked out well.

Beyond that, they also ran the logistics of the entire project. They figured out players’ schedules, where to film, how to transport and set up the equipment. We had a lot of sensitive information about those players (e.g., phone numbers, home addresses), and Kworq made sure it all remained confidential. They also put together a book for all the players who participated in our campaign; it had stories, photos, and quotes of the experiences they shared with us. Kworq managed all those components.

What is the team composition?

We had 2–3 primary contacts who then worked with more resources.

How did you come to work with Kworq?

I worked with Kworq’s founder at a different company. I respect his work in the creative and video space, and we’ve maintained our friendship. When I went to the NBPA, my mission was to modernize and create fresh, new content. We interviewed a few different agencies, but Kworq had the best and most authentic ideas, so we chose them.

How much have you invested with them?

We spent about $750,000.

What is the status of this engagement?

We worked together from June 2015–June 2017. It was a multi-year strategy with the first releases beginning in 2016.

RESULTS & FEEDBACK

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

The average views the NBPA’s previous videos got on YouTube were maybe a few hundred. The content we created got tens of thousands; we had really good public engagement. Internally, we had a lot of players who wanted to engage with the program the following year, which is exactly what we were hoping for. Before this campaign, the players weren’t very engaged with the union, but this program turned things around.

How did Kworq perform from a project management standpoint?

They were great at managing the project and keeping everything running smoothing. They made sure we had locations to film and were able to get camera, lighting, and sound crews onto the set. They also managed four basketball players’ schedules, which is something we couldn’t even figure out.

What did you find most impressive about them?

We got a great value for our money. It seems like a lot of money, but when you break it down to all the different pieces, it wasn’t that big of a budget. They went above and beyond to make fantastic end products. They paid attention to details and were flexible when we changed a few design ideas, even though it meant they had to rebrand some of their products. They worked well and didn’t nickel and dime us for little changes.

Are there any areas they could improve?

Their social media campaign could improve. We engaged with them across every single channel—web, print, video, logistics—and the social media didn’t get good until the second iteration. We have an internal social media team, and Kworq could’ve been better at working in sync with them to maximize the partnership.

Do you have any advice for future clients of theirs?

Clearly define the scope of the creative vision you want Kworq to work with. Once they understand what you want done and on what channels you want it presented, they’ll do a good job. Figure out how they fit into your overall project.

4.0
Overall Score They were excellent. Their communication and day-to-day engagement was great.
  • 5.0 Scheduling
    ON TIME / DEADLINES
    This was quite a complicated project, but they never missed a deadline.
  • 4.0 Cost
    Value / within estimates
    We could’ve found a cheaper partner, but the quality probably wouldn’t have been as good.
  • 4.5 Quality
    Service & deliverables
    Their deliverables were fantastic.
  • 5.0 NPS
    Willing to refer