Agencies are businesses, too. And yet, we often forget to advertise ourselves. For this project, we wanted to demonstrate our skills in cultural conversation driving, product design and social media to the people that matter most to our business -- potential and existing clients, potential recruits and the trade press. These competencies were key areas targeted for growth in 2022, but we needed to recruit clients and new talent who were excited to do this kind of work.

So we embarked on a promotional campaign that would get us attention, make our clients and people proud, and attract new business with only the bravest marketers.

We knew three things would need to be true about our idea.

1) It had to look great. But be cheap.

2) It had to feel scarce.

3) It had to be fun for our people to make, because otherwise, why do it?

THE POWER SCARF!!!!

Designed by masters. Charged with crystals. Enchanted with powerful energy to help you achieve all you desire in 2022. Sex? Money? KPIs? All within your grasp. Just wear the scarf.

We sent out finely wrapped boxes of The Power Scarf to high profile CMOs, Brand Managers, former clients, press and prospective talent. Attached to each scarf was a tag, and on that tag was a QR code that took the receiver to a secret hidden video about the Power Scarf’s origins.

Social giveaways sparked desire and got other clients and prospective talent showing off their creative wit in comments.

This was a B2B campaign like no other. Because this B2B campaign could be worn in a jaunty way around your neck.

We had identified product design, cultural conversation driving, and social media as key competencies of our business/areas for growth in 2022.

But we needed to tell the people who could be our best customers: Brand Managers, CMOs, Press, and other noteworthy industry figures. The ones who would do the work we aimed to do.

We designed a program around a product with a conceptual backstory (The Power Scarf), and introduced the product to a limited audience. We included members of that audience who we could count on to post their unboxing experiences in social.

We then drummed up conversation in our feeds with competitions around giving away the scarf, with custom assets created for LinkedIn, Instagram and TikTok.

In the end, the people who received the scarves flaunted them, and others used their wit to try to get one.

This gave birth to a new merchandise program, Only from JOAN.

100% brushed polyester. A cheap material made premium by bold, rich design and a mysterious narrative built into the idea.

A clothing tag with a QR code linking to a hidden video detailing the story.Design inspired by the power crystal, malachite and the swords of JOAN.

An incantation around the borders:

Every object can hold multitudes far beyond its surface area. A ring can hold a promise. A book can hold a revolution. The same deck of cards can contain salvation and ruin. Nothing has power until we give it. Until then, they are just things. This scarf may bring you power. Or maybe it just looks super hot with your outfit.

Social posts and a giveaway contest on LinkedIn, TikTok, Instagram to drum up public FOMO and get the phone ringing.

Mystery. Allure. Magic. Was the scarf really enchanted or was it all a fantasy? Does it matter?

This unique promotional item added value to the JOAN brand with our hallmarks of Style, Interactivity, and Humor.

250 scarves sent to the most powerful marketers and members of the press.

50 given away via social media and direct messages from Brand Managers, CMOs, and even the leaders of competitive agencies.

Marketers were openly wearing it to meet with their existing AORs, and not being shy about it (this happened).

Resulted in at least 19 new business calls, for which 3 were converted to actual new business wins!

We were approached for a joint venture from an upscale retailer to produce products going forward.