The brief called for a campaign to help digital native performance marketeers optimize their use of Facebook tools by focusing on three performance areas: attracting new customers, increasing ROI and driving results. Facebook provided video content and case studies, but the agency had to send it into orbit with sizzling design, communication and marketing strategy.
From the initial pitch, through rework and refinement of the concept and message, to audience testing, we worked closely with Facebook to guide the concept through a systematic creative development process.
The soft launch and events generated even more insights into what the audience was hungry for, which were fed back into asset development and production in time for the final launch.
Rather than just another collection of tips and how-to, our winning concept inspires with history and rallies marketeers to learn from today’s pioneers – to become the pioneers of tomorrow. Bright pop colors and images makes the concept fun, young, and daring – like the people mastering Facebook marketing tools today.
The copy is bold and straightforward, and the program name – Be a Performance Pioneer – is a hashtag-ready call to action. And from Awareness to Consideration to Acquisition, we worked to define strategy according to campaign objectives and help the concept expand and evolve at every step.
The aspirational concept draws inspiration from diverse historical pioneers in the arts and sciences. Each of these complex personalities is easily recognizable and matched clearly with the tool they leveraged for success. While these tools were available to others at the time, it was their ability to match the tool with their brilliant mind for brilliant results.
The kickoff video is more than a simple teaser or introduction, it’s a manifesto, and one of the first assets projected as part of the program. The 1-minute animated video combines a catchy upbeat soundtrack, a diverse cast of historical and contemporary pioneers and a strong call to join. It was localized for 5 languages.
From a soft launch phase that built an audience for the online Masterclasses through the official launch, we created all the campaign assets, including program and Masterclass invitation emails, sign-ups and follow-ups.
Graphic and copy teams united on creative for the full suite of Facebook ads including static posts, carrousel and video posts, and we localized the digital campaign in English, French, German, Italian and Spanish. Additionally, assets were created for complementary channels like display and LinkedIn.
This is the ready-to-use branding kit for country managers and program leads wanting to run their own local educational workshops. The kit includes guidelines and templates for posters, totems, invitations, badges, swag and more.
As program content continues to grow with additional online Masterclasses and case studies, the brand guide offers Facebook marketing teams the full branding guidelines on the use of images, iconography, fonts, colors, tone of voice and more.