Strategic Brand Storytelling

Supporting the nation's largest propane company.

Having supported AmeriGas for over a decade with event design, production, and content creation, VIVA was already a trusted brand partner, using events, content, and digital to amplify the AmeriGas story.

In support of sales growth and brand positioning, the organzation turned to VIVA to support strategy, content, and media for a multi-tiered campaign. 

At the core of the strategy was the idea that propane is elemental to the American experience, with AmeriGas literally in backyards all over the country. VIVA focused on the local, human face of the brand and the warmth associated with their products and services.

Outcome

• VIVA took a 360-degree hollistic approach to creating a full-scale, integrated marketing campaign, strategically designed to improve the AmeriGas referral program results.
• The approach targeted current customers while rewarding them and their referrals. The approach included a new campaign mico-site, email strategy, physical postcards, and a targeted social media campaign amplifying the core theme: "Trust AmeriGas."
• To reinforce the warmth of the AmeriGas people and their products, VIVA created an unscripted social video series highlighting disaster relief efforts, local substance abuse prevention, and other hyper-local examples of  how the brand connects to communities all over the U.S. 
• Supplemental to the campaign, we created AU: AmeriGas University as an educational online resource hub for growth and learning.