Ingenious Designs

We were asked to create two campaigns for Ingenious Designs, a company founded by Direct Response Pioneer Joy Mangano. Joy is the inventor of the Miracle Mop and HSN's best selling product of all time Huggable Hangers. Joy has sold tens of millions of dollars worth of product on both HSN and QVC and came to us to create direct response campaigns for two of her most important products, GreenPan and Huggable Hangers.

GreenPan is state-of-the-art cookware which is made with Thermolon technology. GreenPan with Thermolon is a first of its kind all natural ceramic cookware. This was an incredibly important campaign because GreenPan was the most successful launch in HSN history. We were charged with creating a half-hour infomercial introducing the world to this revolutionary brand. This was a challenging proposition because both GreenPan and Huggable Hangers were fairly well established on HSN when we were hired to bring them to a brand new national direct response audience. Through years of experience we understood that the national direct response audience is quiet different than that of a television shopping network. This may sound odd but it's true. The TV shopping audience is very dedicated to their favorite shopping channel. There is a level of trust and most customers are repeat buyers. In other words HSN customers are loyal to the HSN brand. It is similar to traditional bricks and mortar retail loyalty; if people are loyal to a store they are willing to try new products off the shelf because they trust what is in stock.

So our challenge with both Huggable Hangers and GreenPan was credibility. We chose Todd English to co-host the GreenPan infomercial. Todd is a four-time James Beard award-winning celebrity chef and owner of over 20 restaurants nationwide. This provided us with instant and easy credibility, but certainly not enough to carry a national show. After securing Todd, we then set out to interview as many industry experts as possible. We created a panel within the show that included scientists, EPA experts and many other meaningful opinion shapers from the cookware industry. It worked. The show tested and now GreenPan with Thermolon technology is one of the most successful cookware launches of all time.

With Huggable Hangers we found a product that had a very identifiable inventor attached to it, the extremely talented Joy Mangano. So we let the spot revolve around her while still making the product the hero. We hooked viewers in with a mock fashion show and then let Joy do what she does best—demonstrate the best selling HSN product of all time, the Huggable Hanger. Sometimes you have to get out of the way of great talent while not forgetting that in direct response, product is always the king. Needless to say, Huggable Hangers is growing by leaps and bounds outside the HSN universe now and is currently one of the hottest selling products at Target stores nationwide.