Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Rhode Island's WaterFire is a one-of-a-kind, nationally renowned art experience in the heart of Providence. In 2022, WaterFire sought to invite individuals to be a part of the experience by participating in the WaterFire procession and boat lighting of the iconic braziers with a ceremonial torch. Our goal was to create an invitation that would capture attention, be something of use and value, not thrown directly into the trash, and speak to the unique opportunity that was being extended. We created tabletop fire pits that could be enjoyed for years to come and packaged them with eye catching matches in a striking, custom box. The inside of the box's lid featured a QR code which led to a landing page where invitees could learn more about WaterFire and RSVP to attend.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
Engagement with the QR code proved that recipients were pausing to interact with the invitations, keeping the boxes beyond it's purpose as a mailing container. We saw recipients visiting the landing page on average 3.8 times and a 50% conversation rate on the RSVP form.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The invitations helped to create positive relationships with key persons of influence. These connections will benefit Rhode Island in tangible and intangible ways for years to come. The goal of delivering an invitation that would stand out and provide value was achieved.
Division
Advertising - Print Collateral