StrawberryFrog long has put purpose at its core and works to ensure clients do likewise. That's been key to building campaigns that last because they enjoy broad support, align with brand strategy and deliver strong business outcomes.
Special Report: Small Agency Conference and Awards
How StrawberryFrog builds purpose campaigns that last
StrawberryFrog is Purpose-Led Small Agency of the Year, Gold
Gift Article
Gift Article
10 Remaining
As a subscriber, you have 10 articles to gift each month. Gifting allows recipients to access the article for free.
StrawberryFrog's “Embrace Volatility” campaign for professional services firm Crowe framed volatility as a way to create positive change.
Credit:
Crowe
The philosophy is built around what the agency, whose motto is "Creativity for Good," describes in its submission as “movement thinking.” That means a company's purpose, and the resulting campaign that comes from it, isn’t the result of a top-down mandate. Rather, it involves people throughout the company because it matters to them.
StrawberryFrog has developed an education campaign to prove the power of purpose, including an empirical study of purpose-based companies called the Purpose Power Index. The agency also has launched the Purpose Haze education series sponsored by New York Festivals and published a book, "Activate Brand Purpose."
Purpose, of course, is central to the agency's campaigns. That includes a new spin on the many efforts undertaken by brands against gun violence for health care marketer Northwell Health.
Given that gun violence has become the leading cause of death for youth in the U.S., it’s well within Northwell’s purpose, which is health care for all, the agency said in its submission.
So rather than focus on politically unattainable goals, StrawberryFrog aimed at helping protect the 4.6 million children who live in homes with access to unlocked guns. Its research found fewer than a third of U.S. parents ask other parents about access to unlocked guns in their homes, leading to a campaign in which parents ask another family if they will keep a pet tiger caged during a play date. Besides raising awareness of the issue, the campaign resulted in double-digit increases in brand consideration for Northwell, according to StrawberryFrog’s submission.
For professional services firm Crowe, StrawberryFrog found a different purpose to help differentiate it from such big consulting rivals as Accenture. The “Embrace Volatility” campaign addressed an issue high on the minds of C-suite customers by framing volatility as a way to create positive change.
Within the first six months of the campaign launch, Crowe had risen to No. 2 in “likelihood to consider” among consultancy rivals, according to the agency's research, despite being only No. 16 in share of spending, StrawberryFrog said.
