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Perpetual devotion: A content driven contact strategy case study

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Perpetual devotion: A content driven contact strategy case study

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Perpetual devotion: A content driven contact strategy case study

  1. 1. Private & Confidential © 2013 www.dssmith.com
  2. 2. Private & Confidential © 2013 www.dssmith.com
  3. 3. www.dssmith.com Private & Confidential © 2013 4 THE IMAGERY ISSUE
  4. 4. www.dssmith.com Private & Confidential © 2013
  5. 5. www.dssmith.com Private & Confidential © 2013 So what did we do?
  6. 6. www.dssmith.com Private & Confidential © 2013
  7. 7. www.dssmith.com Private & Confidential © 2013
  8. 8. www.dssmith.com Private & Confidential © 2013
  9. 9. www.dssmith.com Private & Confidential © 2013 THEM FLIPPING FUNNELS 12 Our new approach Our old approach
  10. 10. www.dssmith.com Private & Confidential © 2013
  11. 11. www.dssmith.com Private & Confidential © 2013 Awareness content Campaign & Content Strategy Timing September - November Campaign theme Adopting circular economy principles to achieve zero waste Four pillars Product design Reverse networks Business models Enabling conditions Primary Content assets Whitepaper: ‘One Step Away from zero waste’ Supporting Content assets Supporting videos related to four pillars Outbound channels Email, direct mail Inbound channels PPC, LinkedIn, display advertising
  12. 12. Private & Confidential © 2013 www.dssmith.com 15 Awareness piece: White Paper
  13. 13. www.dssmith.com Private & Confidential © 2013 16 Awareness piece: Videos
  14. 14. www.dssmith.com Private & Confidential © 2013 Interest content Campaign & Content Strategy Timing September - November Campaign theme Adopting circular economy principles to achieve zero waste Four pillars Product design Reverse networks Business models Enabling conditions Primary Content assets ‘One step away’ webinar Supporting Content assets ‘One step away from zero waste’ brochure Outbound channels Email, direct mail Inbound channels PPC, LinkedIn, display advertising
  15. 15. Private & Confidential © 2013 www.dssmith.com 18 Interest piece: Webinar
  16. 16. www.dssmith.com Private & Confidential © 2013
  17. 17. Private & Confidential © 2013 www.dssmith.com 20 Channels: Email
  18. 18. Senior decision makers in recycling, waste and CSR roles Industry: Retail, FMCG, manufacturing, wholesale, print industries. Promote sponsored updates from DSSR company page featuring campaign content to a relevant audience Linked to campaign landing pages for optimum engagement, data capture and campaign integration Channels: LinkedIn Download the ‘one step away’ white paper to find out how businesses are improving their bottom line while achieving zero waste.
  19. 19. www.dssmith.com Private & Confidential © 2013 22 Channels: Display
  20. 20. Campaign measurement and analytics Organic Referral Direct CTA 1 CTA 2 Campaign landing pages DS Smith Main Website DS Smith Recycling Website Email Social content pushed to branded social channels Social ‘likes’ and shares Campaign integration PR PPC Display Blog Segmented by: Prospects/ customers Social Supporting Assets Supply Cycle Poll Zero Waste brochure Nat sales Local sales Leads and opportunities Campaign Automation Data capture Lead scoring Lead routing videos White paper webinar TOTAL CHANNEL MIX
  21. 21. www.dssmith.com Private & Confidential © 2013
  22. 22. Private & Confidential © 2013 www.dssmith.com WHAT THE *@$?! THIS IS REALLY STARTING TO WORK!
  23. 23. www.dssmith.com Private & Confidential © 2013 26 Results to date

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