New Product Launch:
Postal Code Targeting
With Postal Code Targeting, marketers could, for the first time, use the vast amounts of consumer data indexed to the postal code to both target and reach customers with direct mail… Uh-huh. (Scratching your head? So was I.) This subtle “innovation” was hard to understand and harder to explain.
One of my superpowers is the ability to make complex things easy to understand. So for this product, I decided a succinct “listicle” video would work best in social.
The confident tone was a departure for the brand, but one that made a definite impact.
In other social posts, I made use of humorous, human analogies to make the point.
In some executions, one aspect of the product – the ability to find lookalike customers – became the hero.
Facebook Instant Experience
Elevator wraps in office buildings that housed a high percentage of marketers
Results
This campaign was so successful, the sales reps could barely keep up with the volume of inquiries (#sorrynotsorry).