No FOMO
for FOGO.
Fogo de Chão, the world’s leader in Southern Brazilian cuisine, had
a problem: The 2016 Olympics were being held in Rio, but they just
couldn’t afford to be an official sponsor. Would they have to miss out?
Of course not. We developed a digital campaign platform that connected
with guests and media; cemented continued interest in Fogo’s menu
offerings; and shattered single-week traffic records. The campaign
earned more than 120 feature placements, including multiple NBC
primetime vignettes (“The Gaucho Way” with Tom Brokaw), plus six
segments on TODAY in the span of two weeks.
No FOMO
for FOGO.
Fogo de Chão, the world’s leader in Southern Brazilian cuisine, had
a problem: The 2016 Olympics were being held in Rio, but they just
couldn’t afford to be an official sponsor. Would they have to miss out?
Of course not. We developed a digital campaign platform that connected
with guests and media; cemented continued interest in Fogo’s menu
offerings; and shattered single-week traffic records. The campaign
earned more than 120 feature placements, including multiple NBC
primetime vignettes (“The Gaucho Way” with Tom Brokaw), plus six
segments on TODAY in the span of two weeks.
A gut check
for Planet
Fitness.
In both a fun-loving celebration of Father’s Day and an effort to drive
home its Judgement Free Zone brand promise, the ICR Lifestyle Lab set
out to redefine the “new shape of sexy” for Planet Fitness. Our campaign
centered around everyone’s favorite physique: the Dad Bod. The Lab’s
drumbeat media relations efforts (including an attention-grabbing
infographic) generated more than 160 placements across the United
States, Canada, New Zealand and the United Kingdom – and even saw
Planet Fitness’s Dad Bod the lead-in “Hot Topic” on The View the day
after Father’s Day.
A gut check
for Planet
Fitness.
In both a fun-loving celebration of Father’s Day and an effort to drive
home its Judgement Free Zone brand promise, the ICR Lifestyle Lab set
out to redefine the “new shape of sexy” for Planet Fitness. Our campaign
centered around everyone’s favorite physique: the Dad Bod. The Lab’s
drumbeat media relations efforts (including an attention-grabbing
infographic) generated more than 160 placements across the United
States, Canada, New Zealand and the United Kingdom – and even saw
Planet Fitness’s Dad Bod the lead-in “Hot Topic” on The View the day
after Father’s Day.
The ABC’s of
success
for
lululemon.
lululemon has historically been known as the leading yoga-inspired
athletic apparel company for women. That started to change in 2015
when the brand’s evolution and global growth shifted to focus more
on men. Fueled by the launch of lululemon’s ABC (or “Anti-Ball
Crushing”) pants, the ICR Lifestyle Lab aimed the spotlight on men’s
fashion with custom content and a new approach to video. The
resulting Business Insider video went viral, sparking buzz throughout
the mediasphere and helping drive an increase in comp sales for the
brand’s men’s category the following quarter.
The ABC’s of
success
for
lululemon.
lululemon has historically been known as the leading yoga-inspired
athletic apparel company for women. That started to change in 2015
when the brand’s evolution and global growth shifted to focus more
on men. Fueled by the launch of lululemon’s ABC (or “Anti-Ball
Crushing”) pants, the ICR Lifestyle Lab aimed the spotlight on men’s
fashion with custom content and a new approach to video. The
resulting Business Insider video went viral, sparking buzz throughout
the mediasphere and helping drive an increase in comp sales for the
brand’s men’s category the following quarter.
Choose
humanity,
end “impossible
choices.”
With eyes around the world turning toward Istanbul for the first-ever
World Humanitarian Summit in May 2016, the United Nations’ Office for
the Coordination of Humanitarian Affairs turned to the ICR Lifestyle Lab
to help drive global awareness, news coverage and buzz surrounding the
summit. To help shape the campaign, the Lab created the United Nations’
first-ever “Champions for Humanity” ambassador program, consisting of
prominent bloggers, influencers, journalists, entertainers as well as legal
and medical professionals. The result: a highly shareable “Choose Your
Own Adventure”-meets-“Oregon Trail” digital experience dubbed
“Impossible Choices.” The campaign, culminating in an event featuring
Natalie Dormer (“Game of Thrones”), Leslie Odom, Jr. (“Hamilton”) and
famed novelist Chimamanda Ngozi Adichie, resulted in more than 800
feature stories.
Choose
humanity,
end “impossible
choices.”
With eyes around the world turning toward Istanbul for the first-ever
World Humanitarian Summit in May 2016, the United Nations’ Office for
the Coordination of Humanitarian Affairs turned to the ICR Lifestyle Lab
to help drive global awareness, news coverage and buzz surrounding the
summit. To help shape the campaign, the Lab created the United Nations’
first-ever “Champions for Humanity” ambassador program, consisting of
prominent bloggers, influencers, journalists, entertainers as well as legal
and medical professionals. The result: a highly shareable “Choose Your
Own Adventure”-meets-“Oregon Trail” digital experience dubbed
“Impossible Choices.” The campaign, culminating in an event featuring
Natalie Dormer (“Game of Thrones”), Leslie Odom, Jr. (“Hamilton”) and
famed novelist Chimamanda Ngozi Adichie, resulted in more than 800
feature stories.
Ross is
the boss
for
Wingstop.
Wingstop prides itself on pushing the boundaries of culture, food and
flavor with hungry fans from coast to coast. When they asked the ICR
Lifestyle Lab to help launch their Wingstop Foundation – a first-ever
platform for the brand within the worlds of continuing education and
philanthropy – the team set the stage for a buzzworthy event with
franchisee Rick Ross. The Lab hosted more than 100 top-tier media and
influencers at Extra Butter, a shoe store in Manhattan, who Snapped,
posted and Tweeted away with the Boss all night long, leading to nearly
50 media placements across BET.com, Complex, Thrillist, XXL and more.
Ross is
the boss
for
Wingstop.
Wingstop prides itself on pushing the boundaries of culture, food and
flavor with hungry fans from coast to coast. When they asked the ICR
Lifestyle Lab to help launch their Wingstop Foundation – a first-ever
platform for the brand within the worlds of continuing education and
philanthropy – the team set the stage for a buzzworthy event with
franchisee Rick Ross. The Lab hosted more than 100 top-tier media and
influencers at Extra Butter, a shoe store in Manhattan, who Snapped,
posted and Tweeted away with the Boss all night long, leading to nearly
50 media placements across BET.com, Complex, Thrillist, XXL and more.