hfa Portfolio

THE GOOD
STUFF

THE GOOD STUFF

Are you ready for the fun part? Here you'll get a chance to see for yourself what all of us at hfa live for – making great work that gets results.

CHALLENGE

Goodyear tasked hfa with increasing tire purchases through promotional events.

INSIGHT

Research confirmed that an offer alone wouldn’t ensure a positive ROI. Competitive tire brands were investing heavily to influence consumers and sales associates. Goodyear’s approach would need to be uniquely compelling.

SOLUTION

hfa developed a retail program that gave consumers purchase incentives never before used in the tire category, with plans in place to evaluate trends and modify the program over time to ensure optimal ROI. The team also evolved the look and content of Goodyear’s point-of-sale materials to more strongly differentiate Goodyear from competitors in-store.

RESULTS

  • 12% Increase in profit margin per tire sold during promotional periods
  • 13% Increase in tires sold per day during promotional periods

CHALLENGE

Goodyear was looking for an exciting way to connect with Blimp fans by sharing exclusive information, pictures and videos of its airborne fleet. The solution would need to integrate with the Blimp’s active social media fan base and be accessible via tablets and mobile devices.

INSIGHT

Fans of the Blimp love to learn about the history of blimps, where they have been and where they are going. Enthusiasts also like to see the view from above and tend to share their Blimp encounters on social media sites.

SOLUTION

Using the Adobe Digital Publishing Suite, hfa created The Goodyear Blimp Magazine to share its treasured view from the skies. Viewers can take a journey through Blimp history, explore a virtual cockpit, watch exclusive videos, get an insider’s view from a real Blimp pilot, download pictures and much more! The Goodyear Blimp Magazine is currently available for download via the Apple App Store.

RESULTS

  • 51 Minutes using the app per session
  • 10% Of users shared the app with a friend
  • 2.7 Views of the magazine per user

CHALLENGE

Clopay, North America’s largest manufacturer of residential garage doors, needed to engage consumers and drive more leads to its independent dealers. The company needed to reinvent its marketing plan, reinvigorate consumer interest and take its message online for the first time.

INSIGHT

We can convince consumers to think about their garage doors as a unique, design-driven part of their homes as opposed to something that is purely functional and generic.

SOLUTION

hfa developed an integrated campaign that showed consumers how they could reinvent their homes with a new garage door. The campaign included print, video, online display, search, social media and PR, which all drove traffic to a website that allowed users to visualize different door combinations, sparked their imagination and motivated them to contact an independent dealer.

RESULTS

  • 34% Increase in leads passed through to their dealer network
  • 100% Increase in visitors to clopay’s online visualizer tool
  • 8% Increase in unique visitors to the website

CHALLENGE

Goodyear needed a better way to track attendance and engagement at its annual North America Dealer Conference. In past years, Goodyear had always relied on post-conference surveys to determine what worked and what didn’t, but it needed a more accurate and immediate way to measure effectiveness.

INSIGHT

We can use digital technology to track engagement and behavior in real time, acquire objective, consistent data about the overall effectiveness of the trade show and provide Dealers with a more cohesive – and fun – experience.

SOLUTION

hfa developed a digital game experience called iPass that used RFID tracking to monitor attendees’ activity during the conference. Strategically placed check-in stations drove traffic to key areas throughout the trade show floor and to business seminars. Attendees were awarded points for visiting these areas and participating in activities, and became eligible for prize drawings.

Attendees could track their points through a mobile app that also helped them manage their conference schedules, follow the conference news feed and share photos that were then displayed on digital screens throughout the trade show. Using this integrated technology, we were able to track attendance and duration of engagement for specific content topics to determine their effectiveness and relevancy.

RESULTS

  • 90% Participation rate in the iPass game at the conference
  • 42% Of participants reached the minimum iPass point threshold required to win premium prizes
  • 9:51 Average time attendees spent at each key area of the trade show floor

CHALLENGE

Goodyear needed to drive more service business to its Tire & Service Network Dealer locations around the country to diversify revenue streams and change the perception of drivers that Goodyear was only in the business of selling tires.

INSIGHT

When a driver’s car breaks down on the road, it’s a stressful situation in a potentially unfamiliar area. But by leveraging the expert knowledge of Goodyear’s Dealer network and the Dealers’ relationships with local towing providers, we can get these drivers back on the road faster and get more service traffic to Dealers in the process.

SOLUTION

hfa helped Goodyear launch TOW365, a program that allows drivers to call one toll-free phone number for a tow in the continental United States to the nearest Goodyear Tire & Service Network Dealer location. The program came to life through in-store, online and Dealer-focus communications, along with a TOW365 mobile app that made the process even easier.

The app instantly connects drivers with the TOW365 call center, includes a “Locate Me” function to help drivers find their location in unfamiliar areas and stores vehicle information to make the process even more streamlined.

RESULTS

  • 17,000 Downloads of the TOW365 app
  • 16,000 Tows generated by the TOW365 program
  • $6.4 MM* In revenue generated from the program
    *Projected revenue is based on historical data from Goodyear Company Owned Outlets.

CHALLENGE

Although Goodyear possessed one of the greatest marketing assets known throughout the world, the Goodyear Blimp, the Blimp’s website was functionally outdated, extremely technical in nature and suffering from poor engagement.

INSIGHT

The Goodyear Blimp has a following of fanatics—including more than 34,000 Facebook fans—who have strong emotional ties and connections to the airship. We can tap into that passion by creating an interactive site that tells the Blimp’s story in an engaging and entertaining way.

SOLUTION

hfa’s solution was to fully immerse consumers into a Blimp experience that included content around its history and legacy, the pilots and crew, the ins and outs of the airship and much more.

We redesigned the Goodyear Blimp website to transform it from a copy-heavy, technically focused information hub to an interactive, engaging destination that told a story of the creativity, innovation and passion behind the Blimp.

Since hfa made the site responsive and more visually appealing, while also adding unique content that included a flippable history book and an interactive map of Blimp sightings, the site has become an interactive destination for Blimp fans around the world.

RESULTS

  • 13.6% Improvement in bounce rate compared to previous Blimp website
  • 4:28 Average time spent on new site

CHALLENGE

FLOOD® Wood Care, which offers a variety of products to clean, strip and stain exterior wood, needed to gain consumers' attention without the benefit of a large advertising spend.

INSIGHT

Research showed that DIYers tend to dread exterior wood maintenance, partly because they perceive these projects as intimidating. Most competitive brands offered little guidance, leaving untapped opportunities to engage these consumers.

SOLUTION

hfa helped the Flood brand develop a comprehensive marketing plan, including the creation of educational content that was compelling and versatile enough to be used across paid, owned and earned media. The agency crafted information into multiple engaging formats – from articles and "listicles" to infographics and video tips – and then ensured that this content reached the right consumers in multiple ways. Distribution included emails, social media channels and media outreach to various publications. The agency also coordinated for dozens of influencers to try and review the product, demonstrating how truly easy the process can be when using Flood products.

RESULTS

  • 5,500+ Editorial pickups from 2012 through 2014
  • $1.3+ Million worth in earned media value over the same time period
  • 70+ Influencers trying and reviewing the product to an audience of 468,000 consumers