A Brand Awareness Campaign with Scale:
A Campaign That Can Go From Wide Consumption to Focused ABM (Account-Based Marketing)
Intersect Momentum Campaign.
The ask:
Due to the nature of their industry, Intersect was more focused on creating ongoing and long lasting brand awareness than trying to convert new customers quickly. How could we turn a new messaging theme into a new brand awareness campaign? And could we also use this campaign to help nudge some potential clients the company was in talks with closer towards their favour?
The big idea:
The theme of Intersect helping their clients “gain momentum,” to keep moving forward in smart ways no matter where they seemed to be getting stuck, had been starting to become part of the regular vocabulary around the company’s office. Internally, it was understood what “momentum” meant, but to help outsiders understand in a simple way that would speak to them, we needed to break the concept down to make it feel less ambiguous and more familiar. We needed to highlight processes and critical moments in the innovation process where clients’ projects would often get stuck in ways that would make them say, “Yes! That’s where we’re stuck, and we need Intersect’s help to build momentum and get us moving forward again.”
The solution:
Through understanding what problems clients came to Intersect to solve, or the problems that clients regularly came up against during project engagements, we created a series of short videos that quickly and clearly addressed those problems and how Intersect puts momentum behind them to create solutions.
By addressing real issues in the innovation process, it allowed us to use themes that would have broad appeal and relatability, while also allowing some ads to be targeted more specifically towards companies in the sales pipeline and their known problems. While the series of messages were all different, the style and tagline used across the campaign kept everything feeling connected.
The results:
A series of over 20 short videos went to full production using a cohesive look and feel, and the tagline
“Intersect; where meets momentum.”
These videos were then deployed as social advertising
and targeted at audiences appropriately.
The series of videos performed exceptionally well on LinkedIn and saw an average video completion rate of 44%
and click-throughs for more information averaged at 0.19%.
Placing high performing videos from LinkedIn directly into targeted buildings’ information screens, essentially turning them into targeted out of home ads, resulting in a significant jump in brand awareness as evidenced by the number of people contacting the company. Company friends, old and current clients, as well as potential clients the company was in talks with, contacted various people at Intersect to let them know they had seen the ads.
And the company closed a deal to start working with one of the potential clients targeted with a video specific to them, while the campaign was still ongoing (who did mention seeing the ad, but not that it was a deciding factor).
(We choose to believe that it was though)
More:
My Contributions:
Message development
Copywriting
Early design concepting/storyboarding