Vega Awards Canopus Winner Winner

2019

Curion Brand

Entrant Company

Curion

Category

Digital Marketing - Integrated Campaign

Client's Name

Country / Region

United States

Curion is the renamed company of the 2017 merger between Tragon Corporation and Q Research Solutions, creating one of the largest sensory and consumer research suppliers in the U.S. With this merge, came the challenge to increase brand awareness so the new name was associated with the same strengths as the former companies, in addition to the enhanced capabilities of both companies combined. Our leadership team set out to create a 3-part integrated campaign to clearly define the brand.

1. Establishing a clear identity for Curion: We redesigned our website with a new tagline, logo, and features, to directly reflect our services. Evolving from ‘Proven Methods. Fresh Thinking,’ to ‘Consumer Insights. Delivered.’ Our updated website included a new leadership team page, featuring all departments and displaying the names associated with success. We further added a video introduction on the homepage, attractively conveying our company tie with the five senses. Finally, we developed a PR page, showcasing increased food industry and mainstream media coverage.

2. Increase Client Engagement: We created a monthly email campaign with beautiful images and content to evoke innovation and disruption. These emails highlighted some of the biggest food and marketing research trends, while mentioning Curion services, client testimonials, and related PR pieces.

3. Re-establish Industry Presence: We invested in big branding opportunities, publicizing our efforts across several social media platforms, including LinkedIn, and Facebook. We made sure to strategically capture our premium logoed items at conferences, record speaking engagements at award ceremonies, and promote our exclusive events. Ultimately, endorsing Curion as a national thought leader.

As a result, customers have much more clarity on who we are. Curion has increased inbound leads through our website and sales teams, exceeding our goal by 40%, with 284 active leads to pursue.

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