Haha Haha Co.

Web & Interactive

Reinventing VoidForm’s brand for the future

With over 40 years of experience, VoidForm Products is a trusted business specializing in customized, innovative carton void forms that protect structures from the damaging impact of expansive soils. Their extensive range of products is designed to provide added fortification during concrete foundation pouring, offering a cost-effective and reliable solution for both residential and large-scale commercial projects. Though sales were strong, VoidForm faced the challenge of an outdated and disjointed brand ecosystem encompassing the parent brand and over 20 sub-brands. Recognizing the need for a modern, scalable, and cohesive brand strategy to support their increased business goals, VoidForm partnered with Haha Haha to position themselves as an industry thought-leader and support the expansion of their products and services.

VoidForm Logo

Embracing VoidForm’s unique circumstances as a long-standing enterprise, Hahahaha recognized the challenge of working with a brand ecosystem that was built over time. VoidForm had yet to take a comprehensive top-down view of their branding and marketing approach and how it could support the future of the business. Hahahaha served as a pivotal partner for this rapidly growing company, providing support during leadership changes, aligning their history and success with a modern approach, and creating a future-focused brand strategy and web presence for sustained growth.

VoidForm Design Assets

Elevating protection and stability: uncovering VoidForm’s key differentiators and core values

Hahahaha embarked on a comprehensive brand refresh, starting with an assessment of the brand positioning and hierarchy. This strategic approach began with a deep dive into VoidForm’s brand landscape, including identifying key differentiators for the company and each product, reflecting on the company’s core values, and understanding key target audiences and what compels them.

VoidForm on Mobile

As a result, the Hero archetype was selected as the perfect fit for VoidForm. This archetype captured VoidForm’s commitment to delivering best-in-class solutions and leading the industry with products that outperformed the competition. To complement this, Hahahaha introduced the powerful positioning of “Safeguard” into VoidForm’s brand language, embodying the essence of their products which provide an invaluable measure of protection and stability in expansive or complex soil structures with customizable, easy-to-install, quality forms.

Building upon this foundation, brand language was enhanced to include the main line “Protect Your Project,” which positioned the product appropriately and served as a strong call to action. The brand voice was defined as determined, confident, innovative, dependable, trustworthy and approachable, which served to influence the way the brand is expressed in writing.

VoidForm Expanded Logo

Unifying identity and differentiation: the cohesive visual system for VoidForm

Hahahaha implemented a cohesive visual system that combined the branded house and sub-brands strategies, enabling VoidForm to effectively showcase their individual product offerings while maintaining brand recognition. The brand system was built to support the seamless integration of new products, allowing VoidForm the ability to easily launch new, innovative solutions and meet the needs of their customers. The logos were designed to be simple, functional, and easily recognizable, with the updated mark serving as a monogram of their initials where the negative space creates a void – a key feature behind the strength of each product. The vibrant orange color, an integral part of their original palette, honored their history while presenting a modern and impactful identity. A comprehensive guideline was created to ensure long-term internal alignment and consistent brand usage across all products.

Embracing creativity, enhancing user experience: the transformative website redesign

To complete the brand transformation, Hahahaha tackled the challenge of creating a visually stunning and user-friendly website for VoidForm. Despite the initial lack of strong image assets, the team embraced creativity and ingenuity by utilizing stock imagery to develop custom brand assets inspired by VoidForm’s products. The website redesign resulted in an appealing and intuitive interface that catered to both laypersons and experienced engineers, effectively conveying information and specifications while providing an engaging user experience. Integration with Google Analytics supported awareness, engagement, and lead generation objectives, while the addition of a gated content section facilitated the seamless migration of existing coursework and offerings. The implementation of a content management system empowered VoidForm’s internal team to easily update and maintain the website for long-term adaptability.

VoidForm Website

Results

The collaboration between Hahahaha and VoidForm during a pivotal time yielded remarkable outcomes. Overall, Hahahaha’s partnership with VoidForm Products supported their growth by aligning their history and success with a modernized brand strategy and web presence. The new brand system and website positioned VoidForm as an industry leader, and the comprehensive implementation and widespread adoption of the brand by the internal team demonstrated the empowering strength and impact of the brand refresh initiative.

May 16, 2023

Texas’ best weekend

Texas' Best Experience Advertising

The Charles Schwab Challenge is one of the longest-running PGA TOUR invitational tournaments. The highly-anticipated event brings together top golfers from around the world to compete at Colonial Country Club in Fort Worth, Texas. The historic course and club has hosted the event every Memorial Day Weekend since 1946, making the Charles Schwab Challenge one of the premier events on the PGA TOUR year after year.

cell phone with ad

Rising to the challenge

Coming off a global pandemic, 2022 was a year of transition for the Charles Schwab Challenge. People were still embracing intimate gatherings and with the tournament being played without fans one year and with limited attendance the next, the tradition of attending the Charles Schwab Challenge wasn’t top of mind for many fans. Additionally, 2022 ushered in a new pricing model for the tournament and increased revenue goals that required a shifted approach to marketing from awareness-based to conversion-focused.

Charlees Schwab Challenge Pole Banner Ad

An integrated campaign that drives conversion

Before partnering with Hahahaha, the tournament utilized more traditional mediums to promote the event to a general North Texas audience. But as we prepared for the 2022 tournament, Hahahaha recommended a more granular approach to targeting individual ticket buyers by splitting the audience to focus on two primary markets — avid golfers and social attendees. The goal was to create a more integrated campaign that not only got people excited about the tournament, but spoke directly to each audience’s particular area of interest wherever and whenever their needs arise. By leveraging a more individualized approach to messaging and targeting across tactics such as paid search, retargeting, geofencing, and paid social, we were able to capitalize on the buying period leading up to the event and increase opportunities for conversion.

Email marketing for charles schwab challenge

Creative that can adapt to audience needs

If we had to achieve one thing to make this campaign successful, it was adaptability. A robust media strategy meant the creative needed to scale across a wide variety of mediums, from high-level awareness spaces like streaming TV to high-intent micro moments in the customer journey. That meant keeping design elements functional. So we opted for an abstract reference to course topography. The organic shapes allowed us to create compelling composites that featured the most important textures of the experience — environment, competition, and up-close views of the PGA TOUR’s best players. 

Since we were targeting two audience sets, it was important that the messaging be specific yet modular. The line, Texas’ Best, extended across both target audiences while communicating the notoriety and pride North Texans have for the Colonial tournament. It also worked well with new player announcements. 

Collage of Charles Schwab Challenge Advertising

The tournament field greatly impacts ticket sales. Top-ranked players and fan favorites draw big crowds, but player commitments can finalize weeks and sometimes days before the tournament. To improve performance, we build every concept to accommodate on-demand optimizations and leveraged that flexibility to announce new player commitments, some finalizing in the eleventh hour of the campaign. In the final weeks leading up to the event, we saw a big uptick in action, selling 80% of tickets in the last 30 days.

Results

Moving the tournament from more traditional mediums to a digital-first, multi-audience campaign allowed us to reach people at every touch point – connecting the dots across channels to guide consumers from I-want-to-go to I-want-to-buy. Overall, our campaign strategy outperformed industry paid media standards in Sports and Recreation to produce nearly 14K  in daily ticket sales and $1.2M in revenue. 

Charles Schwab Classic tickets banners

A few top channel results include:

  • Paid Search: 16% CTR, 31% CVR and $3.72 cost-per-conversion
    Industry Average: 8.8% CTR, 5.9% CVR and $31.50 cost-per-conversion
  • Email: 39% open rate out of 575K+ emails delivered to a qualified audience
    Industry Average: 20.5% open rate
  • Display: 0.11% CTR on location-relevant geofencing campaign
    Industry Average: 0.08% CTR

Podimetrics had a strong story to tell
— and a new brand to build

Podimetrics Brand Logos

Situation

Diabetes is one of the top health issues in the United States. In fact, costs for diabetes care are more than 400% higher than cancer. One of the leading drivers of that cost is amputation resulting from Diabetic Foot Ulcers (DFUs), which results in a limb being amputated every four minutes due to diabetes.

To combat this, Podimetrics developed a web-enabled, remote temperature monitoring system designed to identify the risk of DFUs before symptoms are visibly present — and drive significant cost savings by avoiding costly amputations.

Hahahaha took the reins on translating this innovative system into a compelling narrative that would reach key audiences and encourage payor adoption.

Goals: 

  • Support the market launch of a new, breakthrough product
  • Differentiate Podimetrics from competing solutions
  • Explain the system and its benefits to payors and HCPs
  • Support rollout to a low-tech patient base with clear, user-friendly materials
Podimetrics Materials

Strategy

Our team was tasked with creating a new brand and executing multi-channel communications to differentiate Podimetrics and drive sales conversations.

To reach the various audiences, we decided that two specific objectives must be achieved: First, the brand story must be humanized and brought to life in a manner that would resonate with payors, physicians and patients. Second, communications and user pathways should be simplified, to ensure that the relevant messages were reaching each audience and business objectives were being reached.

Podimetrics Website Mockup

Solution

Viewing Podimetrics’ system as something akin to a “canary in the coalmine,” Hahahaha used this metaphor to create a consistent brand story that clearly conveyed the benefits of early detection — including the estimate that more than 70% of diabetic foot amputations could be prevented through early detection.

From there, Hahahaha conducted a User Experience audit to find opportunities to improve communication throughout the customer journey. We then launched a full suite of materials to support the sales team, including an updated website, product videos, stationary package, and other sales support materials.

For end users, Hahahaha also created product packaging that was as user-friendly as the device itself. Knowing the patient profile was less tech-savvy, we scrutinized every aspect of packaging and product setup to ensure everything remained simple, intuitive and frictionless.

Podimetrics Device

Results

Hahahaha effectively positioned Podimetrics as a new, holistic system that uncovers and prevents extremity complications from diabetes. This differentiation is allowing Podimetrics to compete for significant national payor contracts, as well as establish notable partnerships with strategic allies such as the American Diabetes Association.

Summary

For diabetic foot wounds, early detection is essential for avoiding amputation and reducing costs. The “canary in a coalmine” solution helped humanize and simplify a complex technology and gave both internal and external audiences a better understanding of its purpose and its benefit. Today, a growing number of payors, physicians and patients are becoming aware of the potential benefit of the Podimetrics system.

Situation: City branding is important

Famous for its trailblazing history, Fort Worth still embraces its reputation as a “City of Opportunity.” Quickly becoming an epicenter of growth and innovation, Fort Worth offers an inviting community, talented workforce, and incredibly low cost of living, attracting people and corporations from all over the world looking to move or expand into one of the nation’s fastest-growing cities.  

Fort Worth Economic Development Campaign Branding

The goal of every city on the rise is to attract new business and talent while strengthening the industries already established. To accomplish that, the City of Fort Worth Economic Development team selected Hahahaha as the agency of record for a three-year partnership to create the city’s first-ever economic development and business attraction initiative. The partnership is part of the city’s five-year strategic plan and plays a key role in positioning Fort Worth as a place of purpose where businesses and people can leverage the city’s incredible potential to create the future they want to see. 

Goals: 

  • Establish a story that connects Fort Worth’s heritage with its future
  • Develop a multi-phase, multi-year campaign to drive awareness and attract new business
  • Highlight Fort Worth’s economic incentives and competitive edge in  business, culture and community
  • Reach key business decision-makers to advance economic development
  • Elevate Fort Worth on a national and international stage
  • Foster collaborative conversations between key stakeholders in the public and private sector

We started with a question: what makes Fort Worth and its people so unique? The answer was simple. A pioneering spirit that dated back to the 1800s and still stood strong today. As the first-ever economic development campaign for the city, Hahahaha was in a unique position to lead strategy from inception. 

Where Innovation Begins

We recognized the importance of storytelling in establishing the city’s position in the eyes of our target audiences. A good story would amplify the message, build credibility, create a strong sense of community and offer nuggets of authenticity and purpose that truly make Fort Worth stand out. 

Known as the point where the west begins, Fort Worth has always promised possibility, innovation and prosperity. Unlike some of the larger, competitive cities, opportunity isn’t a new promise, it’s woven into the very fabric of Fort Worth. To communicate that, we built messaging around the idea that no matter what you’re looking for — relocation, expansion, opportunity  – it can successfully begin in Fort Worth. 

Building equity through identity

In order to build equity, Fort Worth Economic Development first needed an identity. We leveraged their voice, tone and values to create an independent identity that was flexible enough to work alongside the city’s existing branding, and strong enough to communicate the impact of their initiatives.

City of Fort Worth Inner/Outer Market

Hahahaha then crafted a multi-faceted campaign that unified strategy, creative and media to promote Fort Worth’s business advantages among corporate decision-makers, site selection consultants and local business owners. The campaign further cemented Fort Worth as a city of growth and opportunity, while highlighting its competitive edge as a leader in innovation who works hard to meet the needs of the businesses who chose Fort Worth. 

City of Fort Worth Digital Banners
City of Fort Worth Interactive and Print

Solution: Fueling growth and connections online

Revamping the website to reflect the new brand campaign was vital to communicate key messaging. As the central platform that business leaders, stakeholders and prospective residents visit to find relevant information about the city, the website confirmed Fort Worth’s proven economic landscape with tangible proof points our audience would find attractive. 

With this in mind, we included demographics, workforce statistics and other data points that leverage Fort Worth’s resources against competitor cities. A strategic mix of traditional and digital media, including paid search targeted prospects helped drive traffic back to the website. Knowing our target audience sets and strategically placing ads in places they frequented (in person and online) expanded Fort Worth’s presence on the list of key business destinations in the US. 

After 8 months in market, our team identified a list of top engaged companies. The insights we gathered included a list of prospects from target industry sectors with the potential to increase the size of the labor force and generate millions in economic output for the city of Fort Worth. These key insights have helped us to strengthen our marketing approach in more specifically targeting like prospects.

Results:

FW Economic Development Heat Map

During the first 8 months of the campaign, we created an anchor site that served multiple economic development organizations with one source. 

  • 88% of total site traffic driven by paid media
    • 44% derived from prospecting emails delivered to corporate decision-makers, site selection consultants and other key decision makers in select target outer markets
  • 98% increase in new site traffic from key markets and industries
    • 55K new visitors 
    • Significant engagement achieved in Los Angeles, Chicago and Raleigh-Durham markets, which were key target markets within the initiative
  • As a result of this increase in traffic to our website, Fort Worth continues to receive organic recognition as a top place in the U.S. to start a business. This is a direct result of the growth in widespread awareness for Fort Worth as a great place to live, work and do business. 
  • According to Bisnow, Fort Worth has more than $2 billion in projects under development marking a huge milestone in the economic development of the city.

By the end of Year 1, we developed strategic partnerships with key economic development influencers in the region and positively impacted corporate relocation and expansion for the city of Fort Worth, drawing business from two key industries — Aerospace and Defense, and Mobility Innovation.

How humanizing a “free screening” offer helped a client achieve 95% of their 3-year goal — in just 8 months.

Situation

Healthcare inequity is perhaps the most pressing social issue facing the medical community today. To help combat unequal access to care, and make up screening ground lost to COVID-19, Moncrief Cancer Institute partnered with Hahahaha to help encourage underserved and uninsured members of the community to sign up for a free cancer screening. 

moncrief billboard

Goals

  • Craft messaging and materials that would drive cancer screenings among the target patients (3rd-grade reading level)
  • Develop tactics that would reach the audience throughout their day-to-day movements
  • Leverage the screening to build brand awareness among the underserved community

Strategy

While the offer of a free cancer screening may seem like an easy sell, the initiative faced several challenges: members of the targeted, underserved audience were often hard to reach. Many were skeptical of receiving healthcare services, for fear that they would reveal conditions that are terminal, untreatable, or expensive to treat. Many also suspected that a “free screening” might come with hidden costs or fees. And, to address health literacy, all materials needed to be flexible enough to reach our various audiences in the media channels they use every day, and in their preferred language. 

Hahahaha knew we needed to develop a campaign that was driven by a straight-forward invitation for people to call in and see if they qualify for the free screening. However, knowing that many members of our demographic would be more likely to do something for their family rather than for themselves, we delivered a secondary message that leveraged this emotional connection.

Moncrief case study social spanish

Solution

The creative for the campaign tapped into a core motivation for the audience and featured screening patients who proudly showed “I Voted”-like stickers, proclaiming that they did it for their kids, their families, their spouses, or their friends. The end effect was a message that communicated that a screening isn’t just something you do for yourself; you do it for the people you love.

This solution helped accomplish two very important things: It turned a straightforward offer into an emotional appeal, which drove engagement. And it also helped the campaign speak more effectively with our key demographic – primarily patients over the age of 40, across a diverse array of tight-knit communities. 

Moncrief Cancer Institute Website Layout

Results

Ambitious goals were set for the campaign—and an avalanche of responses followed:

  • Generated 1,000+ online appointments and 4,600+ calls to schedule—or 95% of the total 3-year goal—in the first 8 months of the campaign
  • Drove more than 16,000 visits to the screening landing page
  • More than 8,800 clinical services were provided to nearly 6,000 individuals in the first year

The tremendous success led to a decision to raise Year 2 program goals and allowed the client to secure additional on-the-ground resources to reach more people in the community.

Moncrief case study social

Summary

By humanizing their appeal to an underserved audience, Moncrief Cancer Institute was able to move one step closer to alleviating healthcare inequity. In the process, they generated brand awareness and community goodwill — a very healthy outcome for both themselves and the communities they serve.

October 22, 2022

What lies beneath

An Unbranded Campaign to Educate ECPs on the Benefits of Early Surgical Intervention for Glaucoma

Surgical treatment for glaucoma has dramatically changed in recent years. For decades, eye care providers (ECPs) have known the only way to manage glaucoma is to reduce intraocular pressure (IOP). They also know that many patients struggle with compliance, adherence and the long-term side effects associated with drop therapy. Along with educating ECPs on safer, less invasive sight-preserving surgery, OMNI® needed ECPs to consider patients for surgical intervention earlier than ever before — especially as a stand-alone (outside cataract surgery) procedure. But asking them to make that leap is less effective coming from a brand than a resource. Doctors trust research and clinical studies, so the best approach is sometimes unbranded.

Omni Magazine

Goals

  • Educate ECPs on the benefits of MIGS
  • Advocate for earlier intervention for pseudophakic eyes
  • Highlight the benefit of a stand-alone procedure like the  OMNI® Surgical System

Role

  • Campaign Concept
  • Messaging
  • Illustration 
  • Event Activation

Omni Top Down Illustration
Omni Illustrations

Increasing Referrals Through Provider Education

Unbranded campaigns have many benefits. They raise awareness, provide independent education on disease states and treatment options, drive patients to providers and help providers better identify patients. 

Omni Chalk Drawing

For OMNI®, the goal was two-fold. Educate providers on the dramatic benefits of minimally invasive glaucoma surgery (MIGS) as a stand-alone procedure and pull demand from the optometric referral channel earlier. In lockstep with a branded campaign for the OMNI® Surgical System, the two campaigns worked together, growing market share among surgeons and shifting the point of surgical intervention to be earlier for patients with mild to moderate glaucoma patients. 

What Lurks Beneath the Surface 

Glaucoma has been dubbed the “silent thief of sight.” During the early stages of the disease, symptoms often go unnoticed. But the damage caused to eyesight as glaucoma progresses is irreversible, causing permanent vision loss and even blindness. While there is no cure, the best way to manage glaucoma is to consistently and proactively lower pressure within the eye (IOP).

To illustrate the often undetectable signs of glaucoma, we asked ECPs to consider what danger lurks beneath the ocular surface –  representing the disease with a legendary sea creature who is phantom as much as monster. The Kraken lurking beneath an unsuspecting kayaker on the surface mirrors the progression of glaucoma – just because you can’t see it doesn’t mean it isn’t there. 

The introduction of MIGS to a critical optometric referral market as an alternative to first-line drops, combined with a branded approach extolling the benefits of the OMNI® Surgical System as a stand-alone intervention,  gives ECPs more impetus to treat their patients with a reliable surgical option that may lower IOP safely and sustainably with minimal recovery time. Better still, is the ability to proactively manage the disease and preserve as much of a patient’s sight as possible. 

Omni Chalk Drawing

Diving Deeper

By reinforcing the benefits of early intervention with vibrant visual language and messaging that encourages open dialogue, they were more likely to research, ask their peers and consider MIGS and products like the OMNI® Surgical System when treating a patient with mild to moderate glaucoma. 

To make a true impact in the industry, we developed and deployed a full omnichannel engagement strategy, leveraging paid, personal/non-personal promotion and earned channels. We brought the conversation where our audience was most likely to seek education – online, on social and among their peers at events such as the American Academy of Optometry. Leveraging each interaction as an opportunity to dive deeper into the research and generate leads.

Omni Chalk Drawing

Results

  • Engaged 50% of the optometric referral market, within 90 days (14,000 engaged users)
  • Generated significant word-of-mouth equity at key trade shows
  • Created demand for branded efforts to fulfill
  • Contributed to the overall brand strategy that moved OMNI from start-up to top-2 devices in 18 months

For too long, medicine has focused on the symptoms of an illness rather than the person experiencing them. Since 1970, the University of North Texas Health Science Center at Fort Worth (HSC) has been hard at work, pursuing new and innovative ways to approach the full spectrum of health. And while HSC is one of the nation’s premier graduate medical schools and research centers, the community it serves was still in the dark about all the ground-breaking work they were doing to secure a healthier future for everyone in North Texas. 

HSC needed a campaign to not only strengthen its brand but promote whole health and build a relationship with the community they serve.

Goals

  • Raise awareness
  • Increase brand equity
  • Define what HSC is and does
UNTHSC Campaign Billboard

Owning whole health

As HSC expands its clinical focus to the community, Hahahaha helped express its distinctive approach to medicine – shifting the conversation about health in our community from isolated and reactive to whole and inclusive. Complete with proactive ideas, treatments and solutions that have the potential to radically improve people’s lives and the future of medicine as a whole.

UNTHSC Campaign Billboards

As an institute of higher education, HSC fosters an environment that empowers innovative ideas and research, expanding the meaning of care from patient to lifestyle and community. So we reframed the brand around their commitment to improving total health – not just health care – and positioned HSC as a model and leader in the whole health initiative. 

HSC boldly and bravely pursues all paths to health.

UNTHSC Campaign Advertising

An approach to care that connects

HSC’s identity was long tied to its name rather than its impact. In rethinking the brand, we uncovered how their approach to medicine literally connects health to everyday experiences and provides new opportunities for innovation. So we introduced people to a bigger picture of health – one that considered jobs, nutrition, access to public transportation and other influences beyond symptoms that affect a community’s health.

UNTHSC Campaign Signage on Campus

Results

The initial campaign launch covered the city of Fort Worth, securing the HSC brand firmly in local conversation. Between June and August of 2021, we were able to establish HSC’s distinct position and instill a sense of pride and community around whole health.

  • 116,736,316 Impressions  for Traditional + Digital
  • 84,667 Clicks
  • 46,539 New Users to Website
December 3, 2021

Engaging Diverse Audiences

UNTHSC Covid Vaccine Website

Opportunity

Changing perceptions can be accomplished in many different ways. When it comes to public health, facts must play a key role in education, which can lead to change.  In 2021, a general lack of vaccine confidence was causing concern and hesitancy among specific communities. UNTHSC partnered with Tarrant County and Haha Haha to assist with vaccine education, communication and distribution of COVID-19 vaccines in North Texas. The primary objective was to reach and convince those who may not have heard, have access to, or are opposed to getting vaccinated. 

UNTSHC Tarrant COVID-19 Vaccine Social Posts

Goals

  • Education and awareness in the greater Tarrant County region
  • Increase vaccinations in historically underserved markets outlined by Tarrant County:
    • Rural communities
    • Lower HHI
    • Black, Hispanic and Vietnamese neighborhoods

Knowing that education is the first step, we saw an opportunity to engage with community-based organizations, faith leaders and other trusted members of these communities to design a campaign that drove awareness and, most importantly, access. The ultimate goal was to help the public feel informed and confident about getting vaccinated and empower people to make that decision for themselves and their families.  

We leveraged in-depth research and population data outlining key neighborhoods and zip codes for localized media placements and outreach events and behavioral trends to reach these audiences with empathetic and culturally relevant messaging backed by science. 

Additionally, we implemented proven best practices for copy and visual solutions for reaching these audiences, including simplified text, negative space, multilingual advertising and featuring key members from each target community to build trust.

UNTHSC COVID-19 Advertisements

Solution

  • Developed a new microsite that served as a resource for community partners, vaccine registration and community education
  • Launched a hyper-focused, omnichannel media campaign consisting of OOH, print, direct mail, paid search, social, display, radio, streaming radio and direct buys with local publications directing users to the new microsite
  • Partnered with influential members and popular media outlets to not only reach but resonate with each community
  • Curated content in three languages to build trust and targeted ads to Spanish and Vietnamese websites and high-traffic neighborhood establishments. 
Tarrant County Strong COVID-19 Vaccine Billboard

Results

  • 127,108,089 total impressions served in our market in just 3 months
  • 20,000+ vaccines administered to key zip codes designated as populated with  residents who were  unaware, unable and/or unwilling to get vaccinated
Summer Zoo Camp Paid Advertising

Every year, the Fort Worth Zoo hosts an immersive educational experience called Summer Zoo Camp. This adventurous program offers campers—from kindergarten to high school—a variety of unique summer camp options. Coming off the heels of the pandemic, families in North Texas were thrilled to give their children a chance to learn, play and make new friends in a safe, outdoor environment. And the Fort Worth Zoo was ready to provide the perfect space to experience wildlife up close.

Proud to create a fresh and original concept once again for this annual event—we infused into it, the world’s collective excitement for getting back to normal with those we love most. Leaning into a familiar and revered summer tradition, we concepted an enticing summer blockbuster theme, successfully casting a wide net on a wide-ranging audience.

Coming To a Zoo Near You

Fort Worth Zoo Camp Print Advertisment

Summer Zoo Camp is a truly one-of-a-kind program where campers of all ages can safely explore and expand their knowledge of wildlife conservation. All while discovering new friendships and finding ample opportunities to grow their imagination. We recognized the importance and the potential impact of this educational program for young explorers, so we set out to create messaging that would attract the true decision makers in the home—moms. Every year, the Zoo creates themes that drive the conceptual direction of the creative. Inspired by this year’s movie theme and the posters theaters use to promote films, we featured Summer Zoo Camp and a star-studded cast of camp experiences.

Paid Social for Summer Zoo Camp

Choosing to incorporate bright, flying flamingos in our messaging allowed us to easily showcase one of the Zoo’s favorite characters to catch people’s attention immediately. Our digital advertisements performed exceptionally well—as this medium allowed the static flamingos to animate and fly across the screens of thousands of North Texans. By the time the credits rolled, Summer Zoo Camp had nearly sold out, successfully achieving summer blockbuster status. 

Fort Worth Zoo Summer Zoo Camp Billboard

Results:

  • 2,586 registrations were made—achieving 98% of the target goal
  • More than $716k in revenue reported
  • Our flying flamingo stars made over 8.5 million media impressions while in the spotlight

Opportunity

The Fort Worth Zoo was looking for a way to refresh their Valentine’s Adoption campaign to reach a broader audience and encourage more adoptions. As a new year approached, we gathered audience data and used our longtime partnership with the Zoo to create a reenergized Valentine’s campaign that appealed to a broader audience and sold more adoption packages. 

Refreshing a Valentine’s Day Tradition

The Fort Worth Zoo Valentine’s Adoption campaign gives animal lovers a chance to show some love while contributing to the cost of care and wellbeing for the Zoo’s wildlife. In previous years, the Zoo primarily focused on penguin adoption packages, which were highly successful, but audience demographics revealed that most people purchased penguin adoption packages for children, limiting the impact of the campaign to one primary audience. Hahahaha recommended including a new animal to encourage more engagement and the Zoo ran with our idea and responded by adding four new animals to the campaign—foxes, skunks, flamingoes, and porcupines — to fit more buyers’ unique personalities and relationships.

  • Fort Worth Zoo Social Graphics
  • Billboard Graphics

A Broader Appeal

Love has many definitions. By offering a larger selection of animals to adopt, we were able to personalize campaign messaging to connect with a wider audience and celebrate an even broader spectrum of love. For each animal, we chose to highlight different kinds of love that people experience.

Our romantic, love-focused options included foxes representing fox-y significant others. Our fun, anti-valentine’s day options were represented by a skunk and a porcupine because love can stink and even be a bit prickly. Finally, we included a “Galentine’s” option focused on celebrating positive friendships between women. By expanding our animal options, we were able to create a “choose your own” Valentine’s Day celebration.

We recreated a digital version of the classic Valentine’s Day cards from grade school for use on social media and leverage nostalgia as a vehicle for success. This medium offered us a space to use humor and strategically placed puns to highlight the different animal adoptions being offered as well as communicate the different types of love that Valentine’s Day celebrates. 

 Results:

  • Nearly 50% increase in animal adoptions sold YoY
  • 40% of all orders were foxes
  • Despite Covid-19 and being a virtual event, 125 dinners were sold netting more than $15k in revenue
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