The document outlines the essential components of successful content marketing campaigns, emphasizing the importance of research, execution, and reporting. It features case studies such as 'Dumb Ways to Die' and the city of Obermutten, showcasing effective strategies for engaging audiences and increasing visibility. Ultimately, the document stresses that a well-executed campaign requires both strategic planning and creative execution to achieve desired outcomes.

1. CONTENT
MARKETING
CAMPAIGNS
TONY PASSEY

2. OVERVIEW
Planning –
• Campaign Strategy begins with extensive research into
demographics, psychographics, and possible channels
Execution –
• Skill, tools, timing and approach
Reporting –
• If it doesn’t get reported, it didn’t happen.
• How to tie up metrics for key observers

3. WHAT ARE THE ELEMENTS OF A
GREAT CAMPAIGN PLAN?
• Research
• Demographics, Targeting – know your user on every level
• Wants and needs of the users
• Competitive analysis
• Channels to reach users – What existing channels can we
leverage?
• Evaluate your value proposition
• How do my target users behave
• When do they need my product/service
• How do we reach them in a way they respond

4. SYDNEY RAILWAY SAFETY –
100 MILLION+ VIEWS
• Dumb ways to die appealed to
a large number of viewers and
has been shared millions of
times.
• The campaign was meant to
raise awareness for safety
around railways.
• Initial planning and research helped develop a creative
that reached a greater number of people.
• The video has had a cult following and continues to
create awareness.

5. OBERMUTTEN – 44.6K LIKES
• City of Obermutten had a
goal to grow their presence
on Facebook and ultimately
create a reason to visit the
town of 80 people.
• The town committed to post
the profile picture of anyone
that liked their page.
• On a budget of less than $10,000 they were able to boost
tourism with their 44K likes.

6. MONTGOMERY
TUNNEL – SF BART
• Have you ridden BART in San Francisco?

7. Bart tunnels have a very
distinct feel and smell.
Common advertising on
the walls can easily be
ignored because it is in
the same location and
people pass through
the tunnels every day.

8. STRUCK - 2014
Struck in Salt Lake City created a walk through environment that was
impossible to miss. They designed a strategic feel that would capture
the attention of anyone in the tunnel.

11. 97TH FLOOR – OC TANNER
https://www.youtube.com/watch?v=27B2mOvccUA
OC tanner hired 97th floor to develop a campaign that would
show how they “APPRECIATE”.
As the video shows, companies from all over the country we
highlighted and the social exposure was phenomenal.

12. EXECUTION
Elements of a solid execution:
• Need a written plan
• Summary
• Calendar
• Media Buying Schedule
• Campaigns need a principle driver to be successful
• Needs Stakeholders
• You will usually need design, development, video, ads,
content and more.
• Have key stakeholders in on your plan.

13. EXECUTION IS A
DAILY TASK
You should work everyday to execute on your plan.
Begin each day checking metrics
• The first 15mins of your day should be looking at social
metrics, analytics, any other tracking
• Develop a spreadsheet to track daily results
• Report results to your team
• Plan the days activities according to the calendar and
adjustments needed

14. SUMMARY
Much like an artist that spends intense hours mastering their
medium to produce their vision in art, campaigns need to be
founded on great execution to achieve success.
However, execution without strategy doesn’t produce the
results you desire in a campaign.
Creativity and planning are on crucial to campaign execution
to raise awareness.