How Maureen Contributed

PLANNING

• Brainstormed ideas to bring to the team
• Worked with the team to fine tune concepts
• ​Distributed labor across the team
• Identified vendors​

BUILDING

• Led team meetings
• Designed, built, and edited landing pages
• ​Built the quiz rubric
• Collaborated with developer and artist
• Directed team on email strategy
• ​Built email automations, segmentation

DISTRIBUTION

• Worked with our team to distribute the idea across social media
• Managed advertising campaigns across paid channel 
• Actively measured success across channels
• Tested variations for best results

Campaign Elements

The cheese is intentional! 

YOUTUBE PLAYLIST

PROJECT PROFILE

Company: Neoluxe Marketing

Brand Elements: 
Social Media Marketing (paid and organic)
Influencer Marketing
Marketing Automation
Email Marketing
Video Production

Goals: Increase brand awareness, build trust with marketers

Project Overview

​When it comes to marketing to marketers, the question is clear: how does one marketer effectively appeal to another? The conventional "buy our stuff" strategy was a definite no-go, given our shared disdain for it. We recognized the need to bring a refreshing blend of novelty and value to capture the attention of busy marketers. Our mission was clear – to engage marketers authentically, offering something of value while maintaining a promise not to be pushy.

​Our overarching objective was to solidify awareness of our agency's identity, showcasing our prowess in creative problem-solving for campaigns. Additionally, we aimed to foster ongoing engagement with our brand and secure at least one retainer client. Thus, our brainstorming sessions led us to a concept that not only made us chuckle but also brilliantly reinforced our brand elements – the Zodiac-inspired quiz.

The Results

AWARENESS

• Our landing page logged over 4,000 new users to our website.
• Of those users, 2057 took the quiz, a 44.3% conversion rate.
  
• In the first month, our LinkedIn unique impressions increased by 226%, tweet impressions increased by 487%, Facebook profile visits increased by 288.9% and Instagram increased by 428.6%. 

ENGAGEMENT

• Of those who took the quiz, approximately 227 of them converted to subscribers (a 11% conversion rate).
• Our average horoscope open rate is 60% .
• We regularly updated this information in our behind-the-scenes blog. 
• Quiz results provided data for "Inside of the Minds of Marketers" ebook.

CONVERSION

• Countless sales, job seeking, and marketing consulting conversations were influenced by this campaign across our team.
• We attributed three five-figure retainers to this campaign. 🎉
• Although this was launched in 2022, we still receive approximately 25-30 new quiz takers per month.

Understanding the Audience: Marketers

Our primary focus was on reaching out to marketers and founders spearheading marketing efforts. We wanted to convey a profound understanding of them as individuals and illustrate how we could assist in overcoming critical marketing challenges. Our target audience comprised:

• Marketing directors/leaders with minimal time but ample budget
• Mid-level marketers juggling numerous responsibilities, possessing a budget but lacking in-house resources
• Funded founders who entrusted us based on previous collaborations
• Sales consultants seeking trustworthy marketing partners for their clients
• Sales/marketer hybrids with technical skills but in need of strategic guidance

The Project Details

​Our predictive career quiz designed for marketers was created to bring joy while also creating awareness of NeoLuxe Marketing. We started with a 14-question quiz that promised to predict what type of marketer they were. The results were styled to look like Zodiac signs, complete with custom, locally crafted art. If they signed up for the monthly "horoscopes" they were then segmented into our marketing automation software and received customized email updates that included advice for their particular “sign”, tailored industry links, and a valuable, job-related tip. 

As part of the initial push, we invited people to share their results creating a "viral" feel. Each month, we released a general "horoscope" video from our own "oracle" to reignite interest in the quiz and get additional sign ups for the "horoscope". We also created a "behind the scenes" blog that we regularly updated to bring transparency to the results and appeal to metrics-minded marketers. 

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