Sample Content Marketing Campaign
With this project, a packaging equipment manufacturer based in Italy was looking to strengthen branding and engagement from a pre-selected target of U.S. cookie and snack cracker companies (trade media-owned audience unknown to the client). Over the course of six months, the audience was sent a white paper, interactive e-book, video, Q&A, case study, and quiz by email, gated Facebook ads, and online display ads.
Performance was tracked for ad/email clicks and form completions. Forms included a question relating to need (pain point) and intent to purchase within the equipment category in the next year. The client defined “pre-qualification” of marketing captured leads based on 1) consumption of multiple pieces of content, 2) a form completion, 3) defined need or intent, or 4) the direct desire to contact sales. The campaign resulted in the client seeing significant engagement from this previously unknown audience (see summary under “Success” below).
My role in the project was determining the overall trade media digital marketing campaign strategy with the client, recommending content asset types and channel strategy (non-web requirement), developing creative, and ongoing campaign performance tracking and reporting.
White Paper
Interactive E-Book
Video
My role: Content strategy, SME interviewing, writing, and oversight of design.
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My role: Content strategy using some of the client’s existing materials (product spec sheet, images), SME interviewing, writing, reworking the client’s PPT, and oversight of the design.
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My role: Video script writing and creative review. The equipment footage was provided by the client. I oversaw freelance video editing and voiceover.
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Product Q&A
My role: Content strategy, SME interviewing, and oversight of a freelance writer and staff graphic designer.
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Case Study
My role: Content strategy, SME interviewing, and oversight of a freelance writer and staff graphic designer.
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Ads
My role: Writing of Facebook ads, image selection, and creative review. Oversight of the Facebook ad serving. (Display ads served with pre-selected impressions via AdDaptive.)
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Success
Throughout the campaign, the client received easy-to-follow updates like the sample shown. Campaign end performance was 315,130 ad views, 1,386 MCLs (email click to access and landing page form fills of desired profiles) and 20 pre-qualified accounts––from a cold list in a country without prior brand presence. Companies who engaged with the campaign included packaging executives with Hershey’s, Nature’s Way, Astor Chocolates, and Tonya’s Cookies, among others. And the client was thrilled.