Sometimes when we test against established marketing campaigns, we like to blow things up. In a departure from Adobe Acrobat’s regular demand gen communications, we created a robust social media campaign that featured hilarious videos, interactive PDFs, audience participation, and ongoing Facebook and Twitter integration—all wrapped in a fun “search” for the world’s smartest project manager.
Driving prospects to retail can be easy—if you do your homework. For Toyota, we dug deep into the mindset of the "off-road-truck guy." We took some road trips. Went camping. Drove into a lake (not kidding). And came up with a simple-but-effective email campaign that said everything it needed to say, and brought it all home with dynamic personalization.
When prospects are test-driving your products or services, you can walk a fine line between alienating people and persuading them to buy. For the Autodesk Maya and 3ds Max test drives, we hit the audience where they lived: special effects and gaming. By showcasing the work that their peers were doing with Autodesk products, we proved beyond a shadow of a doubt why they should buy right away.
Even when the budgets are small, we like to think big. To promote Adobe’s FormsCentral web forms, we became the official survey of the Carmel Art & Film Festival. We placed staffers at strategic locations to survey attendees, challenged them to a film trivia quiz, and even got Adobe in the news and on prime billboards—for a media footprint well in excess of our small initial investment.
Attendees of AU, Autodesk’s annual user conference, are nothing if not passionate. So unlike in previous campaigns, where the focus was on lists of classes, we brought all of the amazing AU content front and center. We showcased awesome speakers from previous years. And we told inspirational stories about the passionate people who attend year in and year out. All of which led to record attendance.
Content marketing can be extremely powerful. It can also be pretty expensive. We capitalized on that first part and took care of the second with a demand gen campaign that used YouTube videos to dramatize the benefits of Adobe Acrobat. The simple videos (available free for marketing use under the Creative Commons license) proved to be a fun, engaging way to sell Acrobat that hadn’t been tried before.
Over the 19+ years we’ve been working with Union Bank, we’ve learned a thing or two about how to treat their best customers. It starts at acquisition, with creative that puts their needs first. It continues through onboarding, where we educate and inspire. And it reaches its peak with cross-selling and retention to deepen the relationship. There’s a lot more to it, of course, but it all plays on the same theme: doing right by our customers.
Brides these days obsess over every detail. The groom? Not so much. Which is why we reached out to the bride to talk about wedding tuxes. Through a wide range of innovative and involving direct mail formats, we showed brides how great their guy could look—and how easy it can be to work with Men’s Wearhouse. All of which gave them one less thing to worry about.
Explaining "marketing that's human" with words isn't too difficult. We can use words like "genuine." Or "real people." But showing that visually is a bit tougher. We did it by commissioning custom art, featuring portrait collages of people—made up of the very marketing they see every day. You can see them hanging in our office today, and get a behind-the-scenes look at how they were made in this quick video.
Throughout our 20+ year existence, we’ve been fortunate enough to work with a number of fantastic companies, representing all kinds of industries. Here are a few that you’ll probably recognize, from the worlds of automotive, financial services, health, and technology.