Multi-Touch Campaign
The Goal
During the holiday season, businesses are eager to capture customer attention and drive sales. Cox Media sought to create a fun and compelling campaign that touched on holiday season-specific trends and best practices, and empowered local businesses to have their most profitable season to date. From a marketing perspective, Cox Media wanted to increase engagement among prospective clients.
The Asset
Cox Media created a holiday advertising “countdown calendar,” designed to help local businesses plan their holiday marketing strategies. The company used a variety of different formats, including checklists, workbooks, videos, infographics and graphic E-books, to keep buyers engaged. The content was released progressively during a two-month period; every week, a new door would “open” to reveal a new piece of content for businesses to explore.
The Results
During the campaign, Cox Media kept engagement high by leveraging social ads, online advertising and related blog posts to drive new users to the site. Email campaigns were incorporated to feature the best-performing content as metrics were tracked throughout the campaign. Through the campaign, Cox Media saw increased traffic to its web properties and a 60% increase in client inquiries. Four of the content pieces developed for this website ended up in the company’s top 10 assets for 2015 for time spent per piece, interactions and shares, all up at least 10% over prior month campaigns.
Lesson Learned
Don’t be afraid to push the creative limits for themed marketing pieces or campaigns. If you’re building a campaign around the holiday season, people expect holiday colors, design elements and imagery!
The Goal
YouEarnedIt created a variety of content assets and a SXSW panel discussion around the topic of how organizations can better engage their employees. The primary goal was to develop a series of fun, light and tactical guides to build awareness, position YouEarnedIt as a thought leader and also drive qualified leads for the sales team.
The Asset
The multi-touch campaign consisted of:
- 50 Employee Behaviors To Recognize And Reward (Guide)
- 50 Free And Meaningful Employee Rewards (List)
- How The Cool Kids Attract And Retain Talent (SXSW panel)
- Ultimate Guide For Engaging Millennial Employees (Guide)
Each piece of content was promoted within a blog, landing page and “thank you” page. Content was also distributed through the YouEarnedIt website, social media channels, outbound emails and guest blogging calls-to-action. The company created workflows, so related follow-up content was automatically delivered based on reader behaviors and segmentation.
The Results
As of November 2015, the campaign garnered the following results:
- 270 new sales-qualified leads (SQLs)
- 11% contact to SQL conversion rate
- 2,458 new contacts
- 18% view to contact conversion rate
- 13,939 views
Lesson Learned
Use a variety of short, snack-able formats so your content is actionable, easy to digest and can be shared easily across different promotional channels like social media.