perpetual devotion: a content driven contact strategy case study


4 THE IMAGERY ISSUE


So what did we do?


THEM FLIPPING FUNNELS 12

Our new approach Our old approach


Awareness content

Campaign & Content Strategy

Timing September - November

Campaign theme Adopting circular economy principles to achieve zero waste

Four pillars Product design Reverse networks Business models Enabling

conditions

Primary Content assets

Whitepaper: ‘One Step Away from zero waste’

Supporting Content assets

Supporting videos related to four pillars

Outbound channels

Email, direct mail

Inbound channels PPC, LinkedIn, display advertising


15 Awareness piece: White Paper


16 Awareness piece: Videos


Interest content

Campaign & Content Strategy

Timing September - November

Campaign theme Adopting circular economy principles to achieve zero waste

Four pillars Product design Reverse networks Business models Enabling

conditions

Primary Content assets

‘One step away’ webinar

Supporting Content assets

‘One step away from zero waste’ brochure

Outbound channels

Email, direct mail

Inbound channels PPC, LinkedIn, display advertising


18 Interest piece: Webinar


20 Channels: Email

Senior decision makers in recycling, waste and CSR roles Industry: Retail, FMCG, manufacturing, wholesale, print industries.

Promote sponsored updates from DSSR company page featuring campaign content to a relevant audience

Linked to campaign landing pages for optimum engagement, data capture and campaign integration

Channels: LinkedIn

Download the ‘one step away’ white paper to find out how businesses are improving their bottom line while achieving zero waste.


22 Channels: Display

Campaign measurement and analytics

Organic

Referral

Direct

CTA 1

CTA 2

Campaign landing pages

DS Smith Main Website DS Smith Recycling Website

Email

Social content pushed to branded social channels

Social ‘likes’ and shares

Campaign integration

PR PPC Display

Blog

Segmented by: Prospects/ customers

Social

Supporting Assets Supply Cycle Poll Zero Waste brochure

Nat

sales

Local

sales

Leads and

opportunities

Campaign

Automation

Data capture

Lead scoring

Lead routing

videos

White paper

webinar

TOTAL CHANNEL MIX


WHAT THE *@$?!

THIS IS REALLY STARTING TO WORK!


26 Results to date

perpetual devotion: a content driven contact strategy case study

Marketing

campaign integration

campaign theme

display campaign measurement

social channels social

awareness piece

circular economy principles

email senior decision

old approach