A Brand Takes a Stand
The pandemic disrupted American jobs, building, construction and manufacturing. Zekelman, a long-time advocate of domestic manufacturing, saw an opportunity to raise its voice.
A Motivating Message
We worked with the Zekelman team to build an advocacy campaign around a simple, memorable and actionable message. Once we had the idea, the execution took shape — in the form of open letters to audiences affected by manufacturing challenges in ways big and small.
Being Seen and Heard
The media strategy spanned radio, out-of-home and print in several national and regional publications.
Making It Last
The campaign made its mark during a critical moment. To keep the momentum alive, we worked with Zekelman to launch a new corporate brand platform based on the core beliefs that keep the company growing — doubling down on domestic manufacturing being one of them.
Measurable Impact
3x
increase in web traffic vs. base
5x
ROI on the paid media investment
314,870,641
impressions
