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Bright Blue Day

Core disciplines: Branded content, CRM/Customer engagement, Digital, Integrated marketing

One of the Top 30 most viewed agencies for 2016

 

Helping business do better business

 

 

From campaign strategy
to final production

Box was struggling to achieve sufficient awareness and competitive differentiation across EMEA. With a mandate to grow marketing pipeline, Bright Blue Day was enlisted to carve out a renewed position in the market that would serve as a platform for both brand awareness and demand generation campaigns.

A BBD GO2 Brand Workshop identified and defined a new brand purpose - “Helping Business Do Better Business”. This elevated the brand above the pure-play tech suppliers and placed Box alongside enterprise-partner brands, as a thought leader in digital transformation.

The Creative Platform followed, bringing the proposition to life. It defined the TOV as “celebrating the mavericks of the workplace and those transforming business through digital innovation”… whist also being a subtle mockery of those failing to keep up.

 

 

Not only was this disruptive, it marked a shift in how Box was communicating. It identified the need to move away from feature-level conversations around EFSS (Enterprise File Sync & Share) to discuss wider business issues. This shift would unlock access to a new target audience. It provided the conversation required to engage with C Suite and LOB decision makers. 

Next came the Content Platform, hero themes and sub-topics strategically selected to pique the interest of key audiences across multiple industries and enterprise size. This was overlaid with a shortlist of creative content ideas chosen as best-fit for the channels Box needed to leverage maximum targeted reach.

Content produced included a variety of formats from long-form eBooks, multi-touch email campaigns and onsite blogs to social visuals, innovative online games and interactive case study animations (a welcome change from the standard head-to-camera). Insight gained through conversations with Box’s sales teams helped us to identify not only the technical pain-points experienced by our target audience, but also their day-to-day workplace frustrations. This allowed us to push the campaign TOV even further, injecting a sense of humour to the content and making the messaging just seem more human.

 

 

Activation was supported by a monthly posting plan providing copy and imagery for use on Twitter and LinkedIn. And working closely with the Marketing Operations Team and their media agency we were able to continually optimise paid tactics and integrate with Eloqua & Salesforce for automation and lead capture.

The final result was a six-month roadmap containing detailed nurture journeys, mapping how each content asset would fit together to engage and educate a prospect to becoming a MQL.

Analytics has tracked performance across the UK, Netherlands, Sweden and France and campaign content accounted for 48% of leads generated through gated content in Q4 & Q1.

The interactive redesign of case study content achieved over 6000 total tracked clicks within month one. 

Sharable content such as How-to Guide infographics averaged 4,500 impressions, 30 clicks and over 1% engagement on LinkedIn.

Blog content was picked up by industry influencers like Information Age gaining further organic online PR.

Email content exceeded average open rate.

Paid social activity achieved over 1.4m impressions and an average CTR of 0.47%.

 

 

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