A miserably memorable Christmas campaign for Advanced
Conservative ROI projection based on sales pipeline.
Social engagement increase over sector average.
Email CTOR increase over sector average.
Marketing Society Excellence Award for B2B Communication.
Advanced wanted to create a memorable Christmas campaign as part of their wider ‘FairITales’ initiative.
Although there were more obvious sector specific stories and characters that could be used (Santa Claus was a no brainer for logistics for example), the stand out story and character was ‘A Christmas Carol’ featuring a grumpily lovable Ebenezer Scrooge Jnr – the back story to his sour demeanour being the horribly inefficient solutions sold to him.
Over a four week period commencing late November, emails and social media directed the audience to one of four landing pages containing either the introductory story, Christmas past, present, or future. Underpinning these stories was evidential content; Case Studies (past), Trend Insights and video (present) and Future Reports (future) to further support the benefit of engaging with Advanced.
Ebenezer Jnr showcasing how Advanced had transformed his business cut through the usual festive messaging, with the campaign achieving a substantial pipeline in just four weeks, which could conservatively provide an ROI in excess of 24:1.
"We’re delighted to have achieved our very own happily ever after with the Christmas Carol FairITale. In just a few weeks the campaign has generated a substantial sales pipeline, meaning a positive start to the new year with some exciting new opportunities."Clare Frost | Director of Field Marketing | Advanced