The campaign, titled “10 Days of Productivity and Positivity”, aimed to boost a dreary January while positioning K3 as the ideal partner for productivity IT. Our objective was to open up conversations with prospects through giveaways and educational, energising, product-focused digital content.
A landing page was the mechanism for competition entry and unlocking content. A prize a day was given away, and on entry into the competition, each entrant received an email containing that day’s productivity asset, a series of 10 pieces that each focused on a different area of improving productivity.
The campaign was powered by marketing automation. We deployed integrated workflows for daily competition emails, asset delivery, selecting and informing winners, unveiling new prizes, webinar promotion, and registrant management, plus behavioural workflows determined by campaign interactions.
Matching the UK’s lockdown mood was a key challenge. K3 wanted to seize market opportunity for remote working and cybersecurity products and do so with integrity and sincerity. Getting copy direction spot-on was critical. So, we formulated a clear, genuine, and empathetic tone of voice which when supported by social proof and helpful content was highly effective in engaging prospects with K3’s offering.
