Swell

Creative through COVID

If there’s anything that our diverse family of clients has in common, it’s the dig-in-and-push-forward-whatever-it-takes attitude to keep moving around/through/beyond any obstacle in their paths.

We are proud to have been a part of imagining, developing, and implementing (in very short order!) the following work:

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Wineries may be closed, but thanks to the Pennsylvania Winery Association, (local) wine bottles continue to be opened – in record numbers! We shifted all efforts, time, and dollars to support local wineries through content marketing, social media, and a flurry of website upgrades to encourage online and curbside sales.

The PA Wine Land Post did its part to flatten the curve and “Stayed Home” with a newly-imagined weekly newsletter curating existing and newly-developed content centered around enjoying and supporting local wines from home. The first issue hit inboxes on March 20.

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PAWINELAND.com was updated (and re-updated and re-updated) with informational landing pages for consumers and wineries, including:

A Retail Status page, detailing operational status (hours, contact, purchasing options) for more than 115 wineries that attracted more than 6.6k page views in less than a month,

An easy-to-reference compilation of all COVID-related news and content, and

An (equally)-easy-to-reference resource page for wineries.

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Social channels stayed abuzz with content that delighted consumers, kept local wines top-of-mind, and united the industry like a statewide toast, a virtual PA Wine Land background gallery, and a video series featuring Sommelier Alexandra Cherniavsky LIVE from her home kitchen.

The Pennsylvania Winery Association garnered nearly 4 million earned media impressions during this time and saw their social media engagement jump 183%.

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Though stages are dark and museum doors are closed, the Greater Philadelphia Cultural Alliance didn’t miss a beat in delivering on its mission to champion the region’s vibrant arts and culture sector.

First up: The Phillyfunguide was transformed into a comprehensive collection of virtual arts and culture events, performances, and resources throughout the region with Arts + Culture To Go. Within the first week of the campaign, more than 125 events were uploaded by member organizations.

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Advocacy efforts ramped up in parallel with audience engagement efforts to help prop up the individual artists and small-to-mid-sized arts organizations that were facing existential threats due to the crisis. We armed The Alliance with strategies and assets to help them make their appeals to prospective donors and corporate sponsors as well as city council members.

And it worked! The Alliance’s Giving Tuesday fundraising goal of $10,000 was nearly doubled as they brought in over $18,000 in a single day.

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SWELL partnered with The Alliance in presenting Marketing Through A Crisis – a virtual meeting of a group of arts  + culture organizations looking for guidance on when, how, and where to focus their marketing efforts during and coming out of the crisis. Watch it here.

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While some brands were shifting messaging, Five & 20 Spirits & Brewing shifted operations making a speedy pivot to produce hand sanitizer for their community.

Don’t worry, though, there was plenty of whiskey and beer still available to keep the online sales and curbside pickup traffic flowing which was great as online whiskey sales jumped 90% during this time.

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May 2020 (5/20) was slated to be Five & 20’s biggest brand blowout of all time with the once-in-a-century celebration of Five & 20 Month. With some (more) speedy pivoting, in-person events and tastings transformed into a bevy of curbside promotions, a virtual kickoff concert, DIY cocktail and beer kits, and a tasty “to go” partnership with a local restaurant. A 320% increase in new users to the site during this promotional period proved that we weren’t the only ones excited for a reason to celebrate!

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