2023 Trailblazer Award Winner: White Paper Campaign
WATCH THEIR VIDEO SUBMISSION HERE.
ELEVATOR PITCH:
Have you ever received a big ask yet didn’t have a lot of resources to do it? If you’ve ever worked in marketing then you can probably relate to this. A struggle many marketing departments know – how do you generate quick and lasting results without a large marketing budget? Our solution: a plethora of content and maximizing your marketing channels. However, not all content is necessarily good content, and not all marketing channels are always relevant. The content must be purposeful, and you must meet your ideal customer where they are.
This is what we set out to accomplish with our Co-Packing Cost Savings Campaign. With the overall goal of increasing brand awareness and generating new leads for our packaging service line, we created a cost-effective marketing strategy that was not only evergreen, but also generated quick results without using any paid media. While organic marketing creates a more sustainable online presence and can have a higher ROI, it usually has the downfall of taking longer to yield results. So how were we able to accomplish results in just two months using this method? By making sure our campaign was rich and diverse in content and marketing channels.
As you’ll see throughout our case study, we structured our campaign around a free, downloadable content offer, that was then promoted and supported by many assets that were deployed using several different marketing channels. We leveraged email marketing to target our current network and then used our website and social media to target a larger audience. All these efforts combined ultimately resulted in over $4 million in potential new business for our company that we generated in just two months. In addition, the campaign continues to organically raise brand awareness, drive new traffic to our site, and generate new leads.
MEASURABLE RESULTS AND OBJECTIVES ACHIEVEMENT:
The goal of our co-packing cost savings campaign was to build awareness around our packaging service line and generate new opportunities for the Sales team to turn into new business. And our campaign did just that and more! As you’ll see in more detail in the attached case study, the campaign generated over $4 million dollars’ worth of potential new business for our company during the two months it was live. It also accomplished brand awareness by driving 238 new sessions, influencing 515 of our database contacts, and our CTAs generating 1,017 views. Our content was also very engaging by maintaining 71%-87% open rates and 32%-50% CTR throughout our email drip.
BLAZING A TRAIL!
While organic marketing can be evergreen and less expensive than paid marketing, it is highly competitive and usually takes a significant amount of time and effort to yield results. That’s where this campaign stood out. Besides the time associated with creating the content, this campaign was no additional cost to our company and the content is evergreen so it will continue to drive new sales. The unique part about it, though, was that it yielded a major ROI in just two months. Achieving these results took some creativity when it came to content and execution. We did this by making sure our campaign was rich and diverse in content and utilized several different marketing channels. On page 2 of the attached case study, you’ll see the components of our innovative marketing strategy which details the different marketing channels used and all the campaign assets that were created to blaze a trail for effective organic marketing with fast results.
READ THEIR WHITE PAPER HERE.
