Influencer Program:
Smartmail Marketing: The Sessions
In an ever-changing media landscape, marketers seek guidance on where to put their efforts. But they rarely choose direct mail. To put it back on the consideration list, the client asked for some influencer testimonials. Instead, my team delivered a branded advocate platform featuring dynamic roundtable discussions that captivated our audience.
Marketers love learning from other marketers. What’s working? What’s not?
By capturing a natural, lively conversation between industry experts, we created high levels of engagement that went beyond a typical expert testimonial.
A key part of our success was ensuring the content would be relevant to our audience. Direct mail was never the main topic, but discussed as an effective acquisition tool or as part of an omnichannel media strategy.
Facebook Instant Experience
I integrated facts from Canada Post’s research studies into a variety of executions to lend our advocates’ opinions some additional heft.
Feature interviews with individual advocates gave the audience a chance to get to know each one better, which helped build more credibility for the program while also increasing engagement time.
Program landing page within corporate site
Results
When the first roundtable video launched, it produced such a spike in sales leads the client was quickly overwhelmed. The level of interest was unprecedented.
This was also the most successful B2B online video series Publicis Toronto had ever produced at the time, earning 5.9 million impressions and 1.7 million completed views.