Grow marketing agency provides experiential marketing, influencer marketing, and publicity services to help brands forge emotional connections with consumers and build communities of brand advocates. The document discusses Grow's approach of complementing traditional advertising with non-traditional "4th discipline" marketing tactics. It also provides examples of Grow's work with clients such as Pepsi, Gap, and Wonderbra that resulted in increased sales, brand awareness, and millions of media impressions.

1. m a r k e t i n g
Grow crafts compelling and
relevant brand experiences that
forge emotional connections,
fuel loyalty and build communities
of brand advocates.

2. “ Traditionally, most consumer packaged goods
companies market from the top down. However,
when you star t to think of the fact that two-thirds
of consumer goods sales are influenced by word of
mouth traffic, that most consumers find out about
new products through family and friends even more
so than adver tising and in-store display, then you
awaken to the fact that to really motivate these
consumers to actually go out and purchase a
product you have to make them feel like it is a
par t of their life, that they are really passionate
about it, that they want to actually pass along
the message to their family and friends. “
Frank Cooper
Vice President of Portfolio Brands, Pepsi-Cola North America
FOX Business News, “Money For Breakfast” March 14, 2008

3. what we do
We call our blended approach of non-traditional marketing and publicity the
4th Discipline — complementing traditional advertising, in-store and online.
experiential influencer
publicity
marketing marketing
Experiential marketing places Grow creates everyday influencer Our approach to publicity is to engage
brands directly into consumers’ programs that fuel peer-to-peer those who shape brand perception, from
worlds by creating immersive recommendations by leveraging industry commentators and traditional
experiences that amplify brand the way people naturally give and media to bloggers and online editors,
personalities and traditional receive information and share to secure objective endorsements that
advertising campaigns. brand preferences. provide unbiased credibility.
use us for use us for use us for
mobile tours word of mouth campaigns comprehensive, traditional campaigns
pop-up stores & experiences influencer/brand ambassador blogger/media relations
programs
special events social media campaigns
loyalty programs
strategic partnerships media training & tours
message development
publicity stunts
3 4

4. full-service solution
strategic partner production
• Start at the end – design
programs based on goals
• Deliver flawless, thoughtful,
secret weapon • Mine for secret sauce in brand DNA
cost-effective production
to create an emotional connection one hand
to help solve what • Activate high-touch programs
• Uncover and leverage existing from inception
keeps you
opportunities and campaigns • Ensure seamless experience for client
to completion
up at night
• Collaborate closely with internal • Implement consistent vision and tone
partners and external agencies
• Build cost-effective solutions
creative resource measurement
• Ground creative in strategic
foundation – marry style • Build customized program metrics
with substance
style and proof is in • Blend qualitative and
sensibility • Infuse distinct aesthetic
the pudding quantitative measures
and tone with each program
• Capture consumer data and intel
• Develop creative that
has the power to stop
and engage consumers
5 6

5. minimum wastage maximum impact
Non-traditional marketing deeply connects with consumers When we introduce 1,000 target-right consumers to a
in ways other media cannot: product, they have the power to recommend that product
to 60,000 in their extended network.
• Reaching a highly-targeted segment to fuel the many
• Driving action – trial, purchase and loyalty
• Collapsing the adoption curve through deep engagement
power of the influencer
ds n
frie
s
d pass along to 4
Since Grow’s 2001 inception, we have built a proprietary
to 15 friend
influencer network across the country.
deep one-to-one introductions with
We tap into our vast and cultivated system to build 1,000 hand picked influencers
roductions
customized programs for each client.
along
We have the power to quickly ignite authentic brand
bran
recommendations in every major market amongst a
ass
d int
broad range of demographics.
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7 8

6. clients
“Grow has one of the most ABSOLUT ART.COM AXIOM
innovative and dynamic approaches LEGAL BANANA REPUBLIC
BARE ESCENTUALS BIONORICA/
to marketing in the industry. SINUPRET BIRKENSTOCK
Simply put, they get that the BLANC DE CHINE CAFÉPRESS
consumer is in control and they CALIFORNIA OLIVE RANCH
CONDÉ NAST PUBLICATIONS
know how to help brands tap into DANGER/T-MOBILE SIDEKICK
that conversation. Many new DOCKERS ELF ISLAND ESTÉE
LAUDER EXPRESS FIREFLY
agencies are trying to follow, but MOBILE FRS HEALTHY ENERGY
no one has cracked the code GAP INC. GAP JAPAN INTUIT
like Grow. “ JAMBA JUICE JANSPORT
JIM STENGEL LLC KAISER
PERMANENTE LEVI’S LVMH
Jeremy Miller
Communications Director, TBWA Worldwide LYCOS MARS MERIAL METHOD
Managing Director, TBWAAmplify OLD NAVY OSHKOSH B’GOSH
PEEK PEPSI-COLA NORTH
AMERICA/TAVA PIPERLIME
PROPEL ROBERT MONDAVI
SALON SELECTIVES SIERRA MIST
SMITH & HAWKEN THE BALVENIE
VISA WONDERBRA ZAFU.COM
9 10

7. recognition
2008 PRSA SILVER ANVIL AWARD, “ I would highly recommend Grow
CONSUMER TECHNOLOGY
2008 WARRILLOW AWARD, BEST SMALL to any company that is looking to
BUSINESS MARKETING CAMPAIGN
2008 STEVIE AMERICAN BUSINESS reach their consumer in new and
AWARD, BEST PR CAMPAIGN 2008
EX AWARD SILVER WINNER, BEST
surprising ways. They build their
MULTI-VENUE EVENT 2008 PLATINUM programs on very strong consumer
AND GOLD HERMES CREATIVE AWARDS:
EVENT MARKETING, MEDIA RESPONSE, insights, combine these insights
PR CAMPAIGN AND DESIGN 2008 GOLD
BULLDOG PR AWARD, BEST CONSUMER with creativity and excellence in
WEB SITE PR LAUNCH 2008 MAGELLAN
AWARD SILVER WINNER, CONSUMER
execution to deliver effective viral
PRODUCT COMMUNICATIONS CAMPAIGN programs. Additionally, they have
2007 SILVER MAGELLAN AWARD,
CONSUMER PRODUCT COMMUNICATIONS proven their ability to seamlessly
CAMPAIGN 2006 STEVIE AWARD, BEST
MARKETING ORGANIZATION 2006 SILVER work with other agencies.“
INTERNATIONAL DAVEY AWARD,
MARKETING 2006 BRONZE ANVIL AWARD Nancy Friedman
OF COMMENDATION 2006 BRONZE Vice President, Advertising
BULLDOG AWARD, NEW PRODUCT Visa USA
LAUNCH, CONSUMER CATEGORY 2006
COMMUNICATOR AWARD, MARKETING,
PROMOTION, CAMPAIGN 2006
COMMUNICATOR AWARD, PUBLICITY
CAMPAIGN 2006 KID POWER AWARDS,
BREAKOUT MARKETING, CAMPAIGN
OF THE YEAR
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8. grow founders
cassie hughes
“ Grow is the kind of agency you co-founder, strategy director
Thoughtful and forward-thinking, Cassie naturally
dream about — they make you and effortlessly drives the strategy side of Grow.
Her holistic approach ensures that all needs, both
better by pushing your thinking,
from a client perspective and customer experience,
are seamlessly integrated. She has a laser sharp focus
ensuring the overall strategy and essence of every
bringing you new and unexpected program supports the end goals and objectives.
Clients and her team rely on her to craft campaigns
marketing approaches and that garner national press, generate awareness
and sales and get the industry to appoint awards
delivering great execution.“
and accolades.
Cassie launched Grow with close to 15 years of
marketing and publicity experience with some of the
top brands in the country, including Levi’s, Esprit, Pepsi
Brian Dennehy and Visa. Her expertise ranges from marketing and
Vice President, Marketing Small Business Division publicity strategy to creative development and program
Intuit management for a variety of consumer segments.
gabrey means
co-founder, creative director
Gabrey is experiential in and of herself, which is why
it is no surprise that she leads the way at formulating
award-winning ideas that break through to the
consumer and media. Her boundless creative ideas
and infectious energy are grounded by client
objectives and real-world application. Touching
everything from technology to cosmetics, Gabrey has
the unique ability to give brands a lifestyle point of
view and find that common chord that emotionally
connects with all consumers on a macro level.
Prior to launching Grow in 2001, Gabrey worked
for a myriad of brands, such as Banana Republic
where she created the lifestyle voice for the company.
At GQ Magazine she served as the in-house creative
charged with developing co-branded programs to
draw in like-minded advertisers.
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9. “Grow has become a key strategic
partner for Pepsi-Cola North
America in the development of case studies
one of our critical new trademarks.
In every respect, Grow represents
the future of marketing: engaging
consumers in compelling, meaningful
experiences. Moreover, every step
of the way, they’ve delivered unique,
innovative solutions with an eye
toward bottom line impact. Our
new mantra says it all: seed,
nurture, GROW! “
Frank Cooper
Vice President of Portfolio Brands
Pepsi-Cola North America

10. sierra mist
initiative results
To hit the 20-something target with precision to fuel brand • Infiltrated and owned 3 markets with 120+ total
awareness and advocacy through efforts around the brand’s days of in-market activity
new flavor Sierra Mist Ruby Splash, Grow crafted a 360°
• Hand delivered product and tools to spread the
campaign to surround consumers.
word to 300 influencers and their networks directly
On the ground teams infiltrated markets with an array of touching 5,000 qualified consumers
different program elements to get the product in the hands
• Seeded 75 lifestyle venues with month-long
and mouths of shiny, optimistic, urban-minded consumers
on-site presence
everywhere, making it the soda of choice among those who
welcome joy and the unexpected. • Conducted 8 days of guerilla-style sampling at
target-right locations and event series
• Distributed 252,000+ cans of Sierra Mist Ruby
Splash to the qualified target
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11. wonderbra
initiative results
To introduce and make the Wonderbra brand relevant to a • Hand delivered invitations and retailer bouncebacks
new target of 20-something women and fuel peer-to-peer to 40,000+ target-right consumers
recommendations, Grow brought the lingerie label to life in
• Changed the perception of the Wonderbra brand for
a way that highlighted the brand’s personality.
4,000+ target-right women who left wearing the product
The immersive and sexy Wonderbra Lounge popped up
• Partnered with like-minded brands to fully complete the
among nightlife hot spots across the country and drove traffic
lifestyle aspect
and incremental sales to Macy’s.
• Secured millions of media impressions in each market in
print, radio and broadcast
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12. sinupret
initiative results
To create awareness around German based Bionorica’s Sinupret • Realized 38% increase in sales in activated markets
for Kids Syrup U.S. launch and beyond, Grow designed and
implemented an aggressive multi-layered campaign to reach • Reached 135,000 highly-qualified mom influencers
healthy-minded moms and those who directly influence their with product, information and tools to spread the
health related purchasing decisions. word to their networks
The campaign included mom influencer seeding, a like-minded • Activated a mobile tour for 86 days in 20 markets
mass sampling tour with Disney on Ice and publicity outreach. with personal brand introductions to 134,000+
target-right consumers
The nationwide campaign was highly successful and the
breakthrough brand forged emotional connections with • Secured 140+ million media impressions via print,
consumers that fueled awareness, trial and peer-to-peer TV and radio
recommendations.
All efforts collectively drove purchase and resulted in a pull
from the marketplace for a product without any previous
recognition stateside.
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13. propel
initiative results
To re-launch Propel, Pepsi’s enhanced water brand, Grow • Sampled product for 30 days at target-right commuter hubs
crafted a multi-layered campaign to surround the target at and neighborhood hot-spots
crucial touchpoints: as they commute, run errands and shop
• Provided 160+ everyday.propelled. crew personal assistant
with friends.
services to target-right influencers, social media mavens and
On the ground teams creatively introduced the product to busy pro- radio promotion winners across the country
fessionals who thrive on checking off their “to-dos.”
• Infiltrated and seeded product in 150 local errand haunts for
As a result, an entirely new consumer segment experienced the 1 month with eye-catching displays
product firsthand and the brand’s promise of making things easier,
• Sampled product and provided enhanced shopping services
enhanced and more enjoyable.
(package transport, styling sessions) in target-right malls for
9 days
• Distributed 330,000 bottles and 738,000 bouncebacks to
the qualified target along with a unique and memorable
brand experience
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14. gap japan
initiative results
To bring the Gap Pretty Khaki advertising campaign to life • Touched 200,000+ target-right consumers through
at launch, Grow blanketed Tokyo, one of the world’s fashion flower and special offer distribution
centers, with an innovative, high-touch marketing program.
• Increased store traffic and sales significantly
Grow hand selected hundreds of models that took to the streets
• Garnered millions of additional impressions
of Tokyo’s key shopping districts and distributed individually
through bystander and passerby traffic viewing
wrapped fresh flowers accompanied by special offers.
this compelling, living advertisement
The program changed consumer perceptions of the brand
by surprising and delighting the target audience using an
unconventional technique for a mass retailer.
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15. level
initiative results
To create an emotional connection and get influencers with • Produced 120 personal in-home gatherings in target-rich cities
sophisticated tastes talking about and calling Level, Grow
• Introduced 3,400+ influencers to the brand through an intimate
developed a series of in-home, intimate cocktail parties
and high-touch experience
known as Level Experience.
• Garnered millions of media impressions through print and online
The first-of-its-kind program brought hosts and guests out
content that was achieved by hand selecting several influencers
of the bar and deep into the brand.
who were affiliated with the press
Influencers were turned into brand advocates that ignited
conversation, consumption and distribution.
27 28

16. firefly
initiative results
To launch Firefly Mobile, the first mobile phone for kids, Grow • Created 2+ billion consumer impressions from tours, sponsorships and
developed an in-depth, non-traditional marketing program to reach PR which included placements in: The New York Times, The Wall Street
parents and tweens in every major market across the country. Journal, USA Today, Newsweek, O, The Oprah Magazine, NBC Today
Show, CBS Early Show and hundreds more
The program included a 36 city mall tour, an intimate celebrity
event and partnerships with like-minded brands such as Major • Executed a 36 city tour during the critical back-to-school and holiday
League Baseball, Loews Theaters, Scholastic and Nickelodeon. time frames
The PR component launched with industry analyst briefings, • Demoed nearly 250,000 phones in Loews movie theaters in 5 major
followed by a major market press tour. markets across the country
• Partnered with Major League Baseball to reach the target-right
consumer resulting in millions of impressions in and out of stadiums
• Generated interest from 4 times as many retailers than planned
• Won 8 marketing and PR awards including
2006 Silver International Davey Award, Marketing
2006 Bronze Bulldog Award Winner, Best Consumer Product Launch
2005 Magellan Award, Top 50 Communications Campaign
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17. intuit
initiative results
To drive awareness and downloads of QuickBooks Simple Start, • Facilitated hundreds of thousands of consumer downloads
Grow evolved the technology giant into the small business champion and exceeded brand goals
through the development and execution of a highly successful
• Touched 131,000+ consumers via the Just Start Studio
integrated national campaign.
• Garnered 22+ million consumer impressions through the living
Just Start urged business dreamers and doers to enter a sweepstakes
breathing Just Start billboard truck which traveled the country
that could score them the seed money needed to do their own thing.
• Received thousands of contest entries surpassing brand expectations
Additionally, the online experience provided countless opportunities
to download the free software, as well as several resources to help • Lifted retail sales as a result of pop-up markets
them get their business up and running quickly and successfully.
• Reduced national online customer acquisition price by half
To bring the online experience to the real world, Just Start Studios due to increased search engine awareness
popped up in highly trafficked commuter hubs in top markets to
• Won top place marketing awards
touch and guide the target to achieve their entrepreneurial aspirations.
2008 Warrillow Award, Best Small Business Marketing Campaign
2008 PRSA Silver Anvil Award, Marketing Consumer Technology
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18. bare escentuals
initiative results
One campaign component pulled traffic into stores via intimate • Increased sales by 22% during in-market activity
events for hand selected influencers and their friends who received
• Gave 4,000+ one-to-one consultations to the qualified target
customized consultations, exclusive brand access and tips and tricks.
• Garnered brand insight and intel directly from consumers
To acquire brand look-alikes to evangelize the brand and spread
the word to their inner circle, Grow crafted a two-pronged pilot. • Realized additional value-adds as a result of publicity opportunities
that organically emerged as a result of in-market presence
Concurrently, the store experience was pushed into market via the
bareMinerals Boutique Roadshow that popped up at target-right
events to engage and educate the like-minded consumer via color
matching, knowledge sharing and on-site sales.
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19. tava
initiative results
To launch Pepsi’s new trademark Tava, a zero calorie • Realized 18% brand awareness in grassroots program
sparkling beverage, Grow created an immersive markets versus 3% in non-grassroots program markets
grassroots campaign to drive awareness and trial
• Activated 600+ customized events across the country
within a highly targeted segment.
• Traveled to 8 major markets via National Open Your Tava
The campaign was a three-pronged approach that
mobile tour that touched 100,000+ qualified consumers
continually touched and naturally surrounded consumers
personally in their homes, at work and in their free time • Ignited 8+ million peer-to-peer recommendations
through custom-crafted experiences.
• National press touting unique marketing approach,
New York Times and NPR
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