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We speak frequency, targeting, impressions, and clicks.

When it comes to digital/social media planning, the goal is frequency, not redundancy. You want your social posts and ads to show up in a variety of ways (on mobile/tablets, news sites, pre-roll video, etc), but you don’t want to be annoying. A media mix ensures that your campaign is seen enough times by the right people, without being a pest. We can help develop the right strategy, creative, and desired impact.

Capabilities Used

Social Media & Digital

Showcasing the playful potential of Curious paper was tailor-made for playful digital memes. Here are just a few samples of pre-launch Facebook posts.

Promoting the Best of Appleton Coated

A digital promotion was the perfect platform to promote Appleton Coated's signature competition to its various audiences through social media.

Conference Promoting

Using playful images with a conference hashtag to promote your booth and special promotional handout is highly impactful. For Appleton Coated's conference booth we used social media to tell the story of its conference theme and promoting their free coloring book.

Prelaunch Promotions

When Appleton Coated was launching a signature new paper swatch we helped build out announcement posts before it hit the streets.

Joining together to raise up a community

When was the last time you filled a glass of water from the sink? Or used the bathroom in the bathroom? For many people in sub-Saharan Africa, these are luxuries that few enjoy. The Wheels4Water social media presence was designed to give a consistent experience across a number of platforms through the application of the branding system. This helped tell the Wheels4Water story and lead to donation conversion.

Spreading the story to increase donations

Social media images share statistics, updates, and encourage the community to be a part of the cause by sharing and donating.

Spreading the love

To highlight Wheels4Water's gratefulness for the sponsor support, we created a variety of social media videos that sponsors could share promoting the ride and their involvement. Here is just one of over 20 sponsor videos created – this one featuring Onkyo Headphones. This kept sponsors engaged and feeling involved, gave them an asset to share with their followers, lifted up the event, and was a win-win for everyone. And of course, we loved using their phenomenal headphones to get us through our difficult training rides and long days!

Socially minded

Here is another example of the different types of videos that were created, depending on the sponsor and the message for Wheels4Water. Each sponsor could share their videos and memes on any of their outlets and bring more people into the conversation.

AIGA Chicago

The AIGA Chicago Mentorship Program is a place where creatives from across disciplines gather to share insights, experiences, and resources. Rule29 was chosen for this and other AIGA programs to create a mini-theme for events and matching social media skins to help promote and get sign-ups.

For all touchpoints

Each theme is extended to Instagram, Twitter, Eventbrite, Facebook, and more depending on the event and the targeted personas.


To help build brand awareness and promote conversions for Bankers Box, we concepted creative and implemented a digital advertising campaign that showcased the versatility and usability of these boxes across all kinds of industries. For the campaign, we felt that video would best communicate the brand’s versatility. We also created a number of ads (generic and specific) that would accompany the video push through a number of media channels, from social media to programmatic audience targeting to mobile-specific channels.

Lyrics and merch in perfect harmony

The concept behind Emphasis is simple – users are able to select their favorite lyrics from bands on the Emphasis roster, select a t-shirt color, and use the design tools to customize the lyrics printed on the shirt. You can then select a size and have the shirt shipped right to your door.

Creating the digital platform

Rule29 not only had a part in designing and implementing the functionality of the digital customization tools, we also designed the logo and the iconography system throughout the site to guide navigation.

Promoting where the consumers are

With Emphasis being completely online, and its primary consumers being the primary consumers of digital content, the decision to invest all resources and time to promote digitally was a pretty straightforward decision.

Made to Impress

O’Neil Printing is one of the most innovative commercial printers in Arizona, in addition to being one of Rule29’s most trusted print partners. Since 2000, we have been helping O’Neil communicate what makes them “imPRESSive” for each of their clients across a range of platforms and mediums.

Showcasing Print Innovation and a Range of Capabilities

Rule29 has worked to provide strategic and aesthetically pleasing materials that educate customers on what sets O’Neil apart. This has included refreshing an extensive website & digital experience, a print material system to educate printing techniques & capabilities, video storytelling, showroom & office design, apparel, event & environmental design, and other promotional tools.

Getting ready for lift off

Our digital campaign was focused on introducing the newly refreshed brand to their large social media following, which was made up of corporate buyers and creatives.

One Gym. Many Goals.

PraxisFit is a group-focused, functional fitness gym and has been passionate about helping people live healthy lifestyles and learn new fitness techniques. We were initially drawn to the PraxisFit story due to the staff’s passion to offer clients a new model of how gyms could operate. We used this passion when communicating to the members through social media.

Digital Inspiration

Rule29 created a robust social media strategy, inviting the audience to engage with encouraging quotes, workout tips, and more.