B2B campaigns don’t need to
A campaign in three phases.
Phase 1 / Get People Talking
We sent influencers boxes of beets and unexplained photos from our commercials in order to start
Influencers posted and shared the mysterious content they received.
All traffic led back to an unbranded site with a countdown clock.
Users were offered an email capture to be alerted when the content launched.
This led to 175 organic, international press mentions and 425M social media impressions.
On Day 1 of Phase 2 before we paid for a single ad placement there were 400K completed views.
Phase 2 / The Launch
Once the countdown clock hit zero we launched the Farm Time mini-movie, and we revealed the brand behind it.
Paid placements and a wealth of content for every form of social media.
Phase 3 / Strategic Placement
We then placed strategic ads targeting business consumers across all social platforms. Additionally, to boost engagement, we used sync ads to display a clear call to action, which would appear on sites hosting the video such as Time, Inc. or Wired.
For Facebook we created an assortment of 10-second cut downs.
For Instagram we made a series of boomerangs and short clips.
For YouTube we created 30-second versions.
We also had a wealth of footage to produce alternate content and behind the scenes videos.
With brand awareness going from zero to double digits, the brand also received more press on our campaign launch date than they had accumulated in the past 30 years combined!
Apple prohibits the sharing of specific statistics and performance, but they do keep hiring us so we assume it’s all good!