eFive, Curion’s sister consumer insights brand was created in 2019 as a solution for current and prospective clients requiring reliable sensory testing on a smaller budget and/or time scale. To get this new brand off the ground and positioned towards our target, Curion’s leadership team implemented an integrated digital marketing campaign, to demonstrate the value eFive could provide for emerging and global CPG brands. At the heart of the campaign lies the development of the eFive website: filled with bright imagery, and a detailed breakdown of each service offered, it mirrors the Curion website with consistent designs and thoughtful messaging. Designed to inform and serve as a low-touch portal for clients to seamlessly select testing criteria, receive quotes, and book testing. This has now evolved into a dual path experience with language tailored to both emerging brands and legacy CPGs. Following the unveiling of efiveinsights.com, Curion created a marketing plan, promoting the eFive message. Through a weekly email campaign, personal messages to prospective clients, and designed materials for proposals, consumers were made aware that testing is now available to accommodate all product development situations. Email blasts, individualized to every consumer, included a unique feature each week, such as thought-leadership quotes, informational content, along with case studies and PR updates. For example, a case study with emerging brand Positive Pretzels, and an attached Chicago News Station PR piece showcasing Curion/eFive, was linked throughout our campaign and is now housed on our homepage. As a result of our integrated eFive marketing campaign, including brand development, website design, weekly email and PR efforts, Curion is expected to exceed their revenue target by 20% in billings YTD. Clients provided invaluable feedback on our strategic initiatives and unanimously ranked eFive a ‘5’, meaning extremely relevant for their needs.
Affinity Creative Group