Performance Creative isn’t just ‘nice to have’
- it’s a must have.
Who can afford creative that evokes feelings, but not action? Equal parts design, content and context, Performance Creative is how Harmonica turns small wins into big momentum for bands. We work in harmony with your in- house or agency team to set creative strategies that fuel the funnel and turn assets into results. See How.
Our Approach
Establish Credibility |
Brand Leverage
Creating validation from media, influencers, and super-fans for a creative strategy with social proof.
Cultivate Content |
Creative Development
Drawing out the reasons to believe in your brand from partners, retailers, customers, and admirers.
Maximize ROI |
Paid Integration
A designed experience for every step of the user journey, and everywhere your brand is found.
Capabilities
Whether you’re in love with your current creative, want a little tune-up, or to completely start from scratch, Harmonica’s Performance Creative practice is custom-tailored to each client’s needs. We integrate Performance Creative with PR, influencer marketing, partnerships, and email – working as an extension of your agency & in-house talent, or acting as your outsourced marketing team.
- Creative Strategy & Direction
- Photo & Video Production
- Design, Copy & Animation
- Web, Social and Ad Fulfillment
- Messaging & Positioning
- Partnership Development
- Channel & Content Strategy
- Marketing Funnel & Acceleration Strategy
- Landing Page Design & Development
- Email Market & Lead Generation
- SEO, SEM, AdWords, Programmatic & Display
- Data Analysis
- Traditional Media Relations
- Influencer Identification, Curation & Management
- Thought Leadership & Article Development
- Crisis Communications
Case Studies
Caulipower launched on a shoestring budget and found success through the power of testimonials. People were understandably skeptical that a healthy pizza made from cauliflower would actually taste good – delicious even. Add to that the initial barrier to purchase: one online retailer only, with high quantity minimums and shipping fees. We came out swinging with media tasting events, food blogger & influencer sampling, and organic videos starring the harshest critics of all: kids. We then leveraged every review, kind word and milestone into creative content that validated the taste and gave people a reason to try Caulipower. In our first 3 years, we took Caulipower from $0 to $100 Million, from 1 to 25,000 retailers, and became the #8 selling frozen pizza in the US.
Comvita’s Manuka Honey was beloved in the rest of the world, but US retailers were hesitant to stock a premium brand when lower quality competitors were already collecting dust on the shelf. The solution was to revamp Comvita’s entire US presence, and build a new direct channel and marketing funnel from the ground up. Because the science of Manuka Honey is complicated, we created a tapestry of accessible and approachable reasons to try Comvita – from rescuing honeybees to partnering with The Nature Conservancy to engaging with Dr. Mark Hyman and Gwenyth Paltrow. The content generated from these initiatives was then recrafted into ads that serviced every part of the funnel and customer journey – providing validation and reasons to believe. Within 18 months, Comvita.com was the brand’s #1 sales channel.
AeroGarden, Scotts-MiracleGro’s sleek indoor gardening device, was #1 in its category, but new competition was gaining traction with millennial audiences. Plus, despite over 10,000 5-star reviews, AeroGarden was seen as a product, but not a brand, creating challenges for retention. We created a campaign, #GrowMoreEveryDay, to position AeroGarden as a lifestyle that benefits the whole family. We leveraged the existing (and untapped) community of superfans, plus hundreds of hand-selected influencers, to create videos about what they’re growing, how they use their harvest, and why they love their AeroGarden. Over 1,600 content submissions were turned into 85 high quality, edited pieces, targeting different segments of the millennial market at every phase of the funnel, as well as through email, SEO-driven blogs, a dedicated landing page and editorial media partners. This campaign was responsible for the brand’s best holiday season to date, adding 40,000 new email subscribers and 130,000 visitors.