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Partners + Napier

    What is Partners + Napier Marketing Agency?

    Partners + Napier helps brands make an imprint on people, businesses and culture, creating work with lasting impact. An insight-driven creative agency with expertise in CPG, food & beverage, healthcare, financial services, technology, travel and more.

    Partners + Napier Services

    An audience-led approach inspires ideas that connect with real people in all the real (and virtual) places that matter. Ideas that give people a reason to try, buy and believe. Ideas that deliver great results and long-term brand growth. These ideas leave more than an impression. They leave a mark.

    Measurement + Analytics

    Measurement Planning
    Reporting Analytics
    Data Visualization
    Campaign Optimization

    Media Planning + Buying

    Communications Planning
    Ecommerce + Retail Marketing
    Media Planning
    Influencer Marketing
    Media Buying

    Creative Ideas + Activation

    Social Media
    Digital Marketing
    Direct Response
    Brand Identity Development
    Content Production
    UX/UI Design + Development
    Employee Engagement
    Ecommerce + Retail Marketing

    Strategy + Audience Development

    Brand Positioning
    Industry Analysis
    Business Planning
    Cultural Insights
    Audience Development
    Consumer Journeys
    Virtual Workshops
    Custom Research



    Headquarter Information

    One South Clinton Ave., Suite 400 Rochester, NY

    All Locations

    Rochester, NY . New York, NY

    Partners + Napier Case Studies


    Helping a VIP wine influencer event meet high expectations through ultra‑premium collateral design.The Prisoner Wine Company is a luxury, artisan wine portfolio with a dark, moody look and a non-conformist personality. We needed to bring that unique vibe to a VIP influencer event in San Diego through ultra-premium event materials.There’s nothing mass-produced about this brand, so Vine Creative Studios created materials that infused the brand into every touchpoint of the event experience — like hand-lettered signage, a hand-sewn leather folio, and stamped metal tags.


    Driving voter registration by putting “U” at the center of the issues.In 2018, the midterm elections were dominating the national conversation. Several hot- button issues were filling social media feeds — gun violence, reproductive rights, the Supreme Court — but all the political chatter wasn’t getting people to the polls. So we set out to create something that would help.And ineffective. But putting a bunch of issues people are insanely passionate about front and center might provoke some action. So, we created a rallying cry, inspiring citizens to insert themselves in the democratic process.It was as simple as removing “U” from these issues, and letting people connect the dots. Voting shapes progress on key issues that you care about more than the politicians running. And if you don’t vote, you don’t get a say.Our website offered visitors the ability to share hot-button issues on their social media. Plus, prominent links to register and locate a polling place. And we built grassroots support with posters, buttons, stickers, shirts, and more.We built a Chrome extension visitors could download and flip on — taking over their browsers by replacing keywords with issues they could share on their social spaces.The Vote Needs U earned 3.5M impressions via national media coverage, stirred some healthy debate in towns that found our messages too controversial for outdoor, and got new voters registered in 38 states.

    38 States
    Registered New Voters


    Earning the attention of the global C-suite with hyper-targeted media activations.Business Process Services (BPS) is a complex category. After splitting away from Xerox, Conduent was entering with immense experience and zero brand recognition. They needed to position themselves as a global leader while driving demand and leads. They were also faced with competing priorities across multiple business units and industry sectors. Well, bring it on.We launched Move Forward, a bold new brand campaign anthemic enough to resonate with a diverse audience of C-suite decision makers, and flexible enough to generate a wide range of hardworking assets across channels. Campaign elements were easily tailored to Conduent’s solutions and customer industries, supporting lead generation on a global scale.We customized the campaign to the distinct audiences and budgets of each of Conduent’s business sectors and solution offerings. We delivered our content on channels closest to a C-level decision maker’s daily journey, including search, social, digital and trade, with a focus on quality of results over quantity of impressions.We generated 2,000+ qualified leads, a 100% increase over goal, and a 500% increase VYA. The overall social engagement rate was 19%, compared with 9% the prior year. The campaign also increased total website visits by 6.1%, and unique users visiting the website by 14.9%.

    Qualified Leads
    Increase VYA
    Total Website Traffic.


    Driving record-breaking sales in 2018 and again in 2019.One year after we helped Delta Vacations achieve a 145% increase in revenue with its January promotion, we were asked to take this annual campaign to the next level, focusing on a different audience with a motivating message.We connected to the airline's growing number of younger customers — shifting the brand from traditional vacation escapism to an experience-driven, do-it-today mission.We launched nationally in bustling airport terminals, Delta Sky Clubs, and Delta’s in-flight entertainment and Wi-Fi login screens, inspiring passengers to Experience Anywhere. And packed every seatback pocket with ads in Sky Magazine, connecting with 5 million monthly readers and adventure-seekers across the entire Delta fleet. And backed it up with messaging via YouTube pre-roll, the Delta app, and across owned social channels.The campaign helped Delta Vacations gain a single-month, 143% increase in revenue on top of the record-breaking results from the year before, plus a 62% increase in bookings and 53% increase in passengers.

    Increase in Revenue
    Increase in Bookings
    Increase in Passengers.


    Getting Instant Pot into more American kitchens with its first national campaign.Instant Pot is the darling of pressure cooking. But as the category heated up, entrants from established brands threatened their momentum. They turned to us for their first national campaign with the goal of getting more Instant Pots in American kitchens.What’s for dinner? It’s a question millions of Americans ask themselves every day. And while the idea of dinnertime is idealized, the reality is most of us settle for less-than-ideal dinners. We set out to show home cooks a better way to put meals on the table.

    With the digital-first “Dinner. Done.” campaign, we carved out an ownable space for Instant Pot: the dinnertime daypart. We focused on how effortless Instant Pot cooking could be — freeing people to cook without compromising their precious freetime.We used a templated approach to produce hundreds of creative assets customized to our audiences. For time-starved families, we focused on Instant Pot’s speed and simplicity. For health-conscious Millennials, we inspired with new recipes. With media dollars precisely allocated across audiences and channels, we tracked performance in real-time — continuously optimizing both creative and media to drive the most sales.In the first six weeks of the campaign, more than 84,000 new Instant Pots found their way to kitchen counters across America — 5X ROMI. Marketing went on to drive $38.7M in sales at key storefronts. Millennials’ positive perceptions of Instant Pot rose 15%, with Facebook fans growing by 44% and Instagram by 89%.

    Instant Pots Sold
    Return on Media Investment
    Sales at Key Storefronts


    Reinvigorating a burger brand with big lifts in same-store sales (during a pandemic) Smashburger was ready to establish themselves as a national fast-casual player. But years of heavy discounting and sporadic menu shifts had made them just another burger joint.Smashburger makes its burgers by “smashing” them on the grill — a unique process only Smashburger can own. We aligned this product attribute with the social media phenomenon of people celebrating moments of everyday greatness — moments when they totally smashed it. With “smash” in the name, it was the perfect way to position Smashburger as a craveable reward for living your best life.Our media team chose dayparts, markets, and channels aligned with consumer behavior, striking around lunch and dinner planning. Strategically placed OOH oriented people to Smashburger locations, and digital ads promoted online ordering.Smashed It! also gave the brand a more meaningful way to interact with customers. Through social listening, they could respond directly to smash-worthy social posts with the reward of free burgers.We quickly pivoted the campaign to support the heroes on the front lines of the pandemic, donating free meals with every purchase. Smashburger’s #FeedtheFrontliners promotion gave away over 30,000 meals and raised $175,000 for emergency response workers, helping the brand leave a meaningful mark.After four years of decline, Smashburger sales are up double digits. Despite the pandemic, sales increased 18% vs. YAG, bucking the rest of the fast casual category (-6%).

    Sales Increase
    Meals to Frontliners
    Raised for First Responders.

    Partners + Napier Mission

    If you’re ambitious, creative, accountable, egoless, and you aren’t afraid to get after it, we have a place for you.