What good is having a great product, when nobody knows about it? In order to generate leads, a marketing campaign was in order. So I set down and wrote a concept. Here are the key takeaways in a nutshell:
+ the platform of choice used by our target group is LinkedIn, that's where the campaign will run
+ it is designed to be modular to be easily expanded and measured
+ it runs in 4x1 weeks, guiding the target group to action, and is then repeated
+ everything is backed up by a second layer of content (videos, articles, website)
+ and further backed up by a content marketing effort
+ it is designed to be modular to be easily expanded and measured
+ it runs in 4x1 weeks, guiding the target group to action, and is then repeated
+ everything is backed up by a second layer of content (videos, articles, website)
+ and further backed up by a content marketing effort
As all good creative professionals do, I went out and got some feedback. From what I have gathered, it was clear that I should run a "pre campaign" solely directed at raising awareness. I got some helpful suggestions on how to do that, but since my target group is somewhat more traditional (and not as techy and trendy) I decided to launch a direct mail campaign (see separate project).
In the old world marketing strategy lied with the companies, whereas asset creation was done by agencies. And advising on strategy was charged big time. In the new world, we have people like me. People that can do all of that in one person. And think about it, it makes perfect sense, strategy informs content, but content informs strategy. With that said, onto content creation:
I knew that I needed a square Logo variant for LinkedIn Text Ads, so I went ahead and created it. But since the goal of the campaign's first week was to get attention (remember AIDA?), something more bold was needed alongside it.
The black on color variant was ruled out because really, it does not look good.
The copywriting was done in... Excel! Yap. Why? Because it can count characters, I set it up to go red when I'd write over target. The nice side benefit is, that the document can now serve as a central place to manage and track the campaign.
The whole thing got expanded to cover image ads as well. The colors you see in the last column indicate reuse of videos in the second content layer. It's all about optimization (and the customer's journey).
And here the image ads, created mostly with stock photos, in the right size for LinkedIn:
What remains to be done is of course creating the second layer of content, and rolling out the campaign. I won't be around to reap the rewards though, because I have decided to leave the company in search for a new challenge. Why go through all the trouble for a company you are leaving anyway, you ask? I wanted to leave on a high note, that's just who I am.
