An industry-leading corporate client in a highly scrutinized industry faced increasing pressure from activists seeking to significantly damage the company’s reputation and business viability. With survey research showing that the company’s image was still largely a blank slate, senior leadership wanted to inject a positive narrative into the conversation around the company, particularly among its customer base. A paid advertising strategy would provide increased visibility and message control, but a traditional approach was ruled out as prohibitively expensive and unable to deliver the sustained results needed to support business goals.
Hillenby developed a groundbreaking, all-digital advertising campaign that dramatically exceeded advertising industry benchmarks while delivering targeted, persuasive and cost-effective messaging to business decision-makers.
Survey Research: The foundation of our strategy was quantitative research that identified a narrow demographic profile of persuadable decision-makers and emotional messaging that would move them to support doing business with the company.
Feature Film-Quality Production: From more than 40 hours of innovative, documentary-style content shot by a 10-person feature-length film crew, we produced a series of 3 – 4 minute short films that formed the basis of the campaign. From those short films, corresponding 30- and 15-second video ads and static image banner ads were created.
Analytics-Driven Microsite: Hillenby designed and developed a website that served as an opportunity for visitors to further engage with the company through the campaign’s short films. It also allowed the company to gather data about site visitors and integrate that information into its sales and marketing efforts.
Digital Ad Buying Strategy: We executed an advertising buying strategy using only highly-efficient digital networks. This allowed us to purchase advertising across thousands of different news, lifestyle and entertainment websites and apps and target delivery by demographic profile, browsing behavior, voting habits, IP address and geographic coordinates narrowed as far down to specific buildings.
In the first year of the campaign, we advertising across 10 media markets, delivering 52 million impressions, 6 million ad completions, 88,000 website users, 107,000 website page views and 29,000 short film views. The campaign’s performance included an extraordinary 73% video completion rate versus the industry standard of 47% and an average click-through rate 500 times higher that what is typically achieved across all types of display ad formats.
“I can’t tell you how many wonderful comments I’ve gotten from individuals who have watched the campaign. Good stuff! And clearly people are passing it on.”
President and CEO of Industry Leading Corporate Client