CAMPAIGN:
QUICK SUMMER READS
CAMPAIGN:
QUICK SUMMER READS
A fun, fresh content experience campaign that bucked the trend of "summer blackout" time for marketing and delivered poolside, snackable content- that drove results.
Challenge
Challenge
Backstory
With vacation time fast approaching, Sprinklr Marketing needed a fresh, fun way to charm and nurture its client base and target accounts, to help keep top-of-mind and ensure no lead flow stalled in the dog days of summer. With the distractions of hot days, waves to catch and delightfully trashy novels beckoning all, a standard campaign wasn't going to cut it.
Challenge
With summertime fast approaching, Sprinklr Marketing needed a fresh, fun way to charm and nurture its client base and target accounts that didn't get lost in the Inbox.
Strategy & Execution
Play off the spirit of summertime fun (instead of fighting against it) and create a content experience that focused on quick, snackable poolside reads that would educate and engage our three key audiences:
The final product? Quick Summer Reads, a series of short attention span content assets that targeted C-suite executives, mid-level leaders, and digital practitioners at fortune 500+ enterprise brands and top global agencies. Delivered over peak weeks for summer vacation, this organic-only campaign would not only serve as a touchpoint for lead nurturing, but also test audience content preferences to optimize future marketing motions.
- Led art direction and creative for campaign look and feel, working with vendor partners to launch a cohesive, summer-friendly theme to catch the audience's eye in bold and exciting ways.
- Conceptualized and wrote email marketing campaigns with A/B content and messaging testing for each target audience.
- Created blog anthologies for each level audience, gathering the top 10 most popular "reads" (blogs, guides, quick tips, case studies, thought leadership) in one consolidated package.
- Created audience-specific landing pages for digital downloads and extended reading offers, writing all copy and art directing design to ensure a quality, consistent experience across all devices.
- Created my own blog about favorite Quick Summer Reads for social sharing and campaign lift.
- Tested delivering content outside of the recipient's level to break down held internal beliefs on content consumption (ex: delivering test practitioner content to executives, mid-level leader content to practitioners).
- Launched Customer Care specific addition to capitalize off the strength of the campaign and align with new, major product focus.
Results
- Proved internal assumptions on content preference were unfounded, with executives consuming practitioner-level tip blogs and content consistently, mid-level leaders downloading executive-level thought leadership and practitioners engaging with leadership-level strategy pieces.
- Increased overall website visit average for content consumption with no paid support (organic only).
Value
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