Adding Joy and Interactivity to a Content Marketing Campaign

​How does a marketer market to a marketer? That was our question. We knew that the standard “hey buy our stuff” approach wasn’t going to fly because, honestly, we hate it too. So, we had to bring enough novelty and value to busy marketers to pique their curiosity and inspire them to share a little information about themselves. In exchange, we promised not to be jerks. 

Our ultimate goal was to create strong awareness of who we are as an agency, show (not tell) how we bring creative problem solving to campaigns, create ongoing engagement with our brand, and generate at least one retainer client. 

So, we started to ideate and this made us laugh. And thus the Zodiac-inspired quiz was born. 

PROJECT PROFILE

Company: Neoluxe Marketing

Maureen's Role: strategy, director, writer, designer, editor, email marketer

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

Goals: Increase brand awareness, build trust with marketers

Zodiac Project Audience

We really wanted to ensure our message was coming to marketers and founders in charge of marketing. We wanted to reinforce that we understand them as people and demonstrate how we could help them resolve critical marketing challenges. The audiences included: 
  • Marketing directors/leaders who have no time but have budget
  • Mid-level marketers who are are in charge of too much, have budget, but no in-house resources
  • Funded founders who have worked with marketers in previous jobs and trust us to do the work
  • Sales consultants that are looking for marketing partners they can trust to serve their clients
  • Sales/marketer hybrids with technical chops but who need 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. 
The cheese is intentional! 

The Results

​This campaign was a giant experiment. We didn't know if marketers would bother to fill out anything let alone give us their email address. A notoriously difficult audience (we know because we are "them"), our goals were optimistic yet tempered with realism. We were understandably blown away by the results you'll see below: 
AWARENESS
  • Our landing page logged 986 new users to our website.
  • Of those users, 559 took the quiz, sticking around for the entire 3 page process (metrics report 3.09 pages per user).
  • 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 123 of them converted to subscribers (a 22.56% conversion rate).
  • Our average horoscope open rate is 56.8% and our click through rate is 7.85% (although we were sending them to external links, not our site).
  • We regularly update this information in our behind-the-scenes blog. 
  • Quiz results provided data for "Inside of the Minds of Marketers" ebook.
CONVERSION
  • 10 conversations were influenced by this campaign.
  • We attribute one five-figure retainer (SO FAR!) to this campaign. 🎉

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