What were the results of the project?
It’s an ongoing relationship. The first project was a huge undertaking, a huge campaign. We worked with them for a very long time, and we’re thrilled with the work. It has actually won at least three different industry awards at this point. We’ve done other campaigns with them as well. We had a very sought-after outdoor advertising space on Wall Street for more than a year, and Traction did all of the creative for that. They’ve also done other one-off campaigns for us for some video programs that we needed to do, and we are currently working with them. So, we definitely have kept the relationship going.
Do you have any metrics you can share that indicate the success of the work?
As I mentioned, we’ve won three industry awards, and it’s always nice to know that the industry feels like it’s been a really good and well-received campaign. One of our major goals was to make sure that we engaged with a younger demographic. We had really great results in the A/B testing that we did, with the radio, for example, to see which demographic it appealed to compared to our older campaign. We ran those ads on Pandora, so that was very helpful to see that it really was appealing with the younger demographic.
When the campaign first launched, we quickly had an 18 times increase in our Facebook fans, so that was a really big deal for us at the time. The content itself had a very high number of shares in social. The comments on the campaign and the sentiment was overwhelmingly positive from a targeted audience. So, the awards are great because they were industry awards, but what we really looked to is how our customers, or our target audience, responded to it. It was very positive. We had some really great quotes. We found that the creative is doing really well in our advertising buys. The videos had a better than expected number of views. We still use the assets today, so they’re very evergreen for us. We’ll be able to use them for a long time. So, overall, we’ve been very pleased with the work that they did.
Is there anything unique about them that really makes them stand out, compared to other companies?
One of the things that I like about Traction is that when they do work for a company, they will always come back with something extra. You can hire them to do concepting, but they’re always going to come back with some unique digital experience that you haven’t actually asked for but is sort of above and beyond what you were expecting. It’s always really strategically tied into accomplishing your objectives. So, that’s a really nice thing they do also, they don’t just run down the very specific list of deliverables and only give you that. There’s always an extra.
What I would say about Traction is that they’re extremely smart. They’re very strategic, they are not afraid to push the envelope, but they also understand the company well enough to know when to dial back. I appreciate that they will encourage me to push the envelope. They’re not afraid to bring things to the table that perhaps we need to dial back before the final concept is done, but I like being challenged by an agency.
I was onsite for all the work they did around videos, which was a very extensive project of casting talent, writing scripts, doing wardrobe, shooting onsite, and actually shooting in a warehouse with multiple different sets. I was extremely impressed with their work. For me, I think it boils down to, can I trust that I’m working with people who are extremely smart, extremely creative, are going to be cutting edge, but are also going to keep everything very closely tied to the goal that we’re trying to accomplish and who we are as a company? I think they do a really great job with that.
They’re amazing. I don’t think anyone would be unhappy working with them. They’re definitely a good secret weapon.
Looking back on the work so far, is there any area that you think they could improve upon or something that you might do differently?
No. I think with any agency, they tend to be big personalities with great ideas, and super smart. I think they’ve been fantastic. I trust them, and I will continue to work with them.