Perpetual devotion: A content driven contact strategy case study

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The document discusses a marketing campaign by DS Smith aimed at promoting circular economy principles to achieve zero waste. The campaign will run from September to November and feature a white paper, supporting videos, and a webinar as primary content assets. Email, direct mail, PPC, LinkedIn, and display advertising will be used as outbound and inbound channels. The campaign goals and metrics include generating leads, capturing data, and routing prospects through an automated process.

Marketing

Private & Confidential © 2013 www.dssmith.com

www.dssmith.com
Private & Confidential © 2013
4
THE IMAGERY ISSUE

www.dssmith.com
Private & Confidential © 2013

www.dssmith.com
Private & Confidential © 2013
So what did we do?

www.dssmith.com
Private & Confidential © 2013
THEM FLIPPING FUNNELS
12
Our new approach
Our old approach

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

Private & Confidential © 2013 www.dssmith.com
15 Awareness piece: White Paper

www.dssmith.com
Private & Confidential © 2013
16
Awareness piece: Videos

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

Private & Confidential © 2013 www.dssmith.com
18 Interest piece: Webinar

Private & Confidential © 2013 www.dssmith.com
20 Channels: Email

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.

www.dssmith.com
Private & Confidential © 2013
22
Channels: Display

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

Private & Confidential © 2013 www.dssmith.com
WHAT THE
*@$?!
THIS IS REALLY
STARTING
TO WORK!

www.dssmith.com
Private & Confidential © 2013
26
Results to date

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Perpetual devotion: A content driven contact strategy case study

14. 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

17. 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

21. 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.

23. 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

Perpetual devotion: A content driven contact strategy case study

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