For clients looking to jump-start conversations about their brands, partnering with the 21 staffers at NAIL Communications is like hitting the jackpot. The team at the Providence, R.I., agency has shown its prowess in boosting earned media for brands and has a proven track record in sparking consumer engagement on social-media channels.
Take what they did with an old-school, little-talked-about candy brand. In 2012, Nail embarked on a campaign to gain traction with younger customers by seeding this outrageous story with the media: After 72 years, Mike & Ike were splitting up over, staging a gay divorce. The elaborate, fabricated tale saw boxes on store shelves with one of the partners' names crossed out. An online video explained that Mike pursued a new career as a rapper, while Ike immersed himself in art.