Partners + Napier is an integrated agency for people and brands with something to prove. The 125-person shop brings together specialties in brand strategy, advertising, digital, retail marketing, and content creation. Its experience spans many categories with deep expertise in food and beverage, and health and wellness. The team’s ability to consistently deliver brave work that drives positive change is proven by numerous awards that measure effectiveness, including the Effies.
In a divisive election season ruled by identity politics and name-calling, we needed a voter registration campaign that would cut through the media clutter and be provocative enough to spark action. So we turned identity politics on its head, holding a mirror up to the American people by populating thousands of OOH ads with the labels we use to define ourselves, and those we use to break each other down. Then we overpowered these labels with the only one that matters: VOTER. The campaign proved the power of OOH, securing over one billion impressions and playing a role in voter registration reaching over 200 million for the first time in history.
Greek yogurt was taking over the dairy aisle. Friendship Dairies was the regional cottage cheese brand with the guts to do something about it. Partners + Napier partnered with Friendship Dairies to revive consumer interest in the brand and its category with an integrated campaign, positioning Friendship Dairies as The Original Superfood. A new website, national sweepstakes, blogger program, geo-targeted digital display, and a heavy social media program touted the endless ways to eat Friendship Dairies, supported by complementary custom programs at priority retailers. The campaign drove an overall brand sales increase of 8.6 percent and won a Silver Effie in shopper marketing.
Partners + Napier teamed with Highmark Health, one of the largest health insurers in the country, to show that while laughter might be the best medicine, asking your doctor the right questions leads to the best check-ups. The agency created the “Doc Talk Checklist,” a new tool for Medicare members, and used a mix of humorous TV spots, digital ads, and direct mail to spread the word. Since launch, Highmark has received over 3,000 checklist requests and more than 400 new Medicare member leads. Patients have used their Doc Talk Checklists at the doctor’s office over 20,000 times. The broader campaign experienced an eight percent direct mail response rate and garnered 230,000 online video views.
To drive interest in Delta Air Lines’ vacation packages, Partners + Napier launched a national takeover in busy airport terminals, Delta Sky Clubs, and Delta’s in-flight entertainment to encourage passengers to “Escape to Anywhere.” Ads in Sky Magazine reached the entire Delta Air Lines fleet and through the Delta app, users were invited to enhance their text messages and photos with new vacation-themed stickers. The campaign smashed sales results from the previous year, with a 145 percent increase in gross revenue, a 183 percent increase in bookings, and a 165 percent increase in passengers, setting records across the board for online consumer direct performance.
Partners + Napier helped AT&T maximize its sponsorship of the Tribeca Film Festival by creating a festival first: Film for All Friday, a full day of screenings free to the public. The agency promoted the new event with a campaign featuring famous New Yorkers like Whoopi Goldberg, Katie Couric, and Andy Cohen. To make the campaign unmissable, sister agency Spinifex Group helped out by projecting some of the most iconic scenes in movie history on the AT&T Terminal Building in the middle of Tribeca. Film for All Friday remains one of AT&T’s most popular offerings at the festival.
The Prisoner Wine Company is a luxury, artisan wine portfolio with a dark, moody look and feel. Constellation Brands tapped into the power of Vine Creative Studios, Partners + Napier’s custom design studio model, to create striking event collateral that would inspire wine drinkers and influencers. The team brought Prisoner’s moody vibe to life with perfectly imperfect handmade décor and branded swag including an event program, itinerary, menus, hand-lettered signage, hand-sewn leather folio, and branded handmade metal tags.