Advertising Strategy
UltiGuard SafePack
UltiGuard Safe Pack Pen Needles, a unique dispense-and-dispose solution designed to promote safe sharps disposal was in need of further market penetration and wanted to speak directly to those on the front lines of the customer journey. The strategy was to position pharmacists and pharmacy technicians as catalysts for change in their communities, highlighting their vital role in enhancing safety and sustainability by recommending this safer product. The ads would focus on raising brand and product awareness to spur recommendations from pharmacy staff.
Tony created an ad campaign featuring real pharmacists and pharmacy technicians who advocate for the use of UltiGuard Safe Pack, adding a first-person perspective that makes the ads relatable and authentic to the target audiences. To reinforce the “catalyst” theme, Tony utilized chemistry-related graphic elements and a vibrant orange color palette, mirroring the product packaging to boost visibility and recognition. Through these creative choices, Tony emphasized the power of pharmacy staff to protect patients, appealing to their professional pride and sense of social responsibility.
Thought Leadership
StitcherAds: Consumer Advertising Preview
StitcherAds again sought to bolster their position as a thought leader in the space via earned media centered around industry insights. To do so, the company initiated a comprehensive consumer survey focused on audience ad consumption trends and preferences, with a focus on how social media advertising influences purchasing habits across generations. Tony’s team was tasked with distilling, positioning, and packaging these findings into an ebook, followed by a launch program to promote the piece. Support materials included infographics, display advertising, and video ads.
Branding & Product Launch
Systel KiteStrike™
Systel, Inc., a leading manufacturer of rugged computing products for military and industrial applications, enlisted Tony to lead the launch of their next-gen computing solution: Kite-Strike. Kite-Strike’s UVP is its combination of unmatched power and versatility in a compact design ideal for defense applications. Tony developed the "Mini. Mighty. Modular." campaign, creating a product logo, ads, and a product launch video, resulting in a 400% increase in response rates compared to previous releases.
Thought Leadership
StitcherAds: Retailer Guide to Social Ad Personalization
StitcherAds, a leading adtech firm specializing in paid social advertising sought to reaffirm their position as a thought leader in the space by highlighting a critical aspect to social media advertising: ad personalization. Teaming with the company’s SMEs, Tony’s team developed and produced a comprehensive eBook guide to personalization, releasing it weekly on LinkedIn in a four-part series. The launch of each chapter was promoted heavily in a series of display and video ads that drove traffic to a landing page to download the asset, the result was a 233% increase in MQLs vs the company's previous ebook releases.
