PAYTON + COMPANY specializes in strategic storytelling...crafting marketing programming + developing DNA for start-up and namesake brands alike. 

 

 

STRATEGY

Working backwards from business objectives, strategy is crafted to link and leverage brand assets to most efficiently tell the right stories, engaging the right audience.

BRAND EXPANSION + DEVELOPMENT

Re-define brands for efficient relevancy. Craft stories, programming and initiatives that accurately communicate and celebrate a brand's DNA ensuring the tactical implementation of the brand is communicated harmoniously through brand touch points.

PARTNERSHIPS

In this crowded communications landscape, the roles of the distributor and the storyteller are more important than ever. Strategically identifying and activating partnerships - offline and online, integrated and singular - is perhaps the most successful component of the marketing mix, today.

Driving social impact for a fledgling gin start-up.

 

Social media and digital are important direct-to-consumer tools for start-up brands, allowing them to efficiently find and engage their bulls-eye niche target consumer. Starting from the ground up, BULLDOG Gin acquired over 100K Facebook LIKES, drove higher engagement rates than the entire competitive set and acquired over 20 MM impressions with the right consumer within one year, driving geo-targeted measurable sales in the US, UK + Spain. In 2014, BULLDOG Gin's distribution was acquired by Campari.

 

Integrating offline + online efficiently during a crowded SXSW.

 

Coming off the heels of a successful inaugural CNN Grill at SXSW, we sought to amplify efforts by connecting offline activities to online via targeted digital and social touch points. This included: partnerships with social influencers, real-time social sharing screens, digital iPad jukebox and social playlists, 3D printing and sharing with Maker Bot and unexpected yet compelling, simple social #hashtag calls to engage.  SXSW is perhaps the most crowded social moment in each calendar year and CNN remained in the top 5 most talked about brands throughout the CNN Grill tenure.

 

 

Creating niche awareness for brand programs with social influencers.

 

Working as a proxy for Magic Bullet Media, initiate targeted blogger + social influencer outreach to drive amplification for key client programs and campaigns. Influencers participate in media tours interviewing experts and then sharing individually-curated rich content - videos, Q+As and custom editorial. Since 2011, have implemented over 50 successful, individual campaigns for Magic Bullet.

 

 

Curating the city through compelling, simple storytelling.

 

Mandarin Oriental, New York is the flagship property for the brand within the United States. In 2013, we launched the first of a series of storytelling campaigns positioning Mandarin as the premiere destination authority on the city that never sleeps for luxury hotels within NYC. The inaugural campaign "365 Reasons Why We Love NYC" invited guests and followers to go on a journey with Mandarin, with a custom shot image shared each day along with a corresponding reason. This campaign generated over 100 MM impressions, over 150,000 consumer engagements + garnered 10 awards from within the marketing + hospitality industries, individually. Sometimes the simplest stories have the greatest impact.

 

 

Convincing the culinary media elite that quick serve food can be both delicious + deserving.

 

Otto's Tacos opened their first store in 2013 in the heart of the East Village. This no-frills taqueria keeps it simple letting seasonings and flavors outweigh the need for sour cream, cheese and other Tex-Mex gimmicks. Although initiating Public Relations outreach on QSR isn't historically that easy, these guys make it simple by carefully creating a delicious menu that even the foodiest of foodies can't help but love. The results have been fantastic - NY Mag's Cheap Eats, in Top 20 of Top 100 Time Out New York's best eats...and so much more. Favorite? The brand building of the world-wide phenomenon known as the "Gorgon."

 

 

Building social awareness + equity from the ground up.

 

SOL REPUBLIC's brand DNA has a foundation in empowering consumers - ridding the world of hollow sound - and democratizing the headphone landscape, giving consumers and affordable yet powerful headphone alternative. Starting before product hit shelves, we went a mile deep and a mile wide, crafting the most in-depth social connectivity within the competitive landscape via a network of blog partners, affiliates + social influencers. The proof was in the results with 8-10x more social impressions + engagements than any competitor during all key sales cycles yielding over 10 billion social impressions annually.

 

 

Bringing to life a new vodka for a hyper-targeted niche audience.

 

Working hand-in-hand with the brand team and creative agencies, we worked to efficiently launch Robert DeNiro's VDKA 6100 in the United States in conjunction with Tribeca Film Festival. With short lead time and minimal expenditure, we garnered an increase of 250% in digital and social share of voice for the brand with the niche target consumer in less than 90 days, while seeding product to the top 50 vodka tastemakers in NYC yielding over 17 MM impressions.