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Perpetual devotion: A content driven contact strategy case study
Jul 15, 2015
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www.dssmith.com Private & Confidential © 2013
www.dssmith.com Private & Confidential © 2013
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
www.dssmith.com Private & Confidential © 2013
www.dssmith.com Private & Confidential © 2013
www.dssmith.com Private & Confidential © 2013
THEM FLIPPING FUNNELS 12
Our new approach Our old approach
www.dssmith.com Private & Confidential © 2013
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
www.dssmith.com Private & Confidential © 2013
15 Awareness piece: White Paper
www.dssmith.com Private & Confidential © 2013
16 Awareness piece: Videos
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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
www.dssmith.com Private & Confidential © 2013
18 Interest piece: Webinar
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www.dssmith.com Private & Confidential © 2013
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
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
www.dssmith.com Private & Confidential © 2013
www.dssmith.com Private & Confidential © 2013
WHAT THE *@$?!
THIS IS REALLY STARTING TO WORK!
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