Strawberries, IoT and a Winning Digital Campaign

by Sue Prigge

I recently sat down with Luxy Thuraisingam and Kristen Keays from the Rogers Business Customer Marketing team at Rogers. Their “Farm to Fork” IoT campaign won in the Digital category in 2017 at the Canadian Marketing Awards. I wanted to get their thoughts on excellence in Digital Marketing. Here are their top five insights and some candid observations.

An Integrated strategy is key to a successful lead-generation campaign

Monitoring our results and cost per lead is something we have always done but until recently, attribution has been difficult to determine. Previously, we would identify a channel as the “winning channel” because it generated the most leads. Further analysis told us that not all leads are created equal. In fact, over 80% of the leads we produced were actually “assisted” leads. We implemented a multi-touch strategy with the IoT campaign. We created ads to generate interest, then moved into the funnel and remarketed, but we didn’t limit this to the same channel of entry. By using remarketing as part of our integrated strategy, customers were twice as likely to click and 23 times more likely to convert.

Technology is critical to automation, but you still need a human element to get it right

It’s important to remember that automation technology is first and foremost a tool; it’s there to enhance the human factor, not replace it. That’s why you have to start everything with a sound strategy that the automation software helps fulfill, rather than leaning on the technology to do too much for you.

Once we were happy with our media campaign and content strategy—which targeted four specific verticals and included an asset matrix that mapped more than 200 creative assets to stages in the buyer’s journey—we leveraged our marketing automation platforms to capture leads, nurture prospects, and publish all those pieces to the channels where they would perform best. But you can’t just walk away after that. We conducted A/B testing and assigned appropriate KPIs to make sure everything was in fact being optimized properly. It just goes to show how that human element needs to bookend any automation process to ensure success.

The elevator pitch informs the strategy

Before we could put together the strategy, we needed to ask ourselves why our offer was better than the competition’s and what our value proposition was. The idea that resonated was “IoT made simple”, and that’s what inspired the creative, bringing life to the strawberry farm-to-fork story and anchoring it in how it matters to people.

It all starts with the customer

We needed to assess the customer’s needs based on their journey to IoT. To understand if we had the right message or tactic, we relied on primary and secondary research, including interviews with salespeople and product managers. We then tested to see what worked. For instance, we would create two versions of copy for certain assets, one focused on an interesting but impartial fact and one based on a specific business outcome. We would then conduct A/B testing across channels to see where each message resonated and with whom, which in turn informed components of our multi-touch campaign, content, and nurture strategies.

You only need a couple of “Big Rock” content pieces

With the help of content and agency partners, we created three “Big Rock” assets, such as long-form videos and whitepapers, which were later leveraged to create 12 “Little Rock” assets, such as short-form videos and articles. And we were very mindful of which piece fit which vehicle. For example, longer videos work well on LinkedIn, but they don’t perform as well on Facebook and Twitter, so we created 15-second versions for those platforms. It’s not one-size-fits-all. Understanding which asset should go on which platform is an important consideration.

Final thoughts

Our experience working on this campaign was truly inspiring. We had so many great ideas that did not even make it to execution. Internal teams were excited and took advantage of the campaign to host events and distribute jars of strawberry jam—a testament to the strength and versatility of the campaign.

When we briefed in our agency we said our goal was to create an award-winning campaign. We set the bar high and pushed our agency to work outside their comfort zone. We learned that we could strive to be better while staying on budget, and create a winning campaign.

About the author: Sue Prigge has spent the majority of her career in B2B marketing in the Telecommunications industry, most recently at Rogers Communications, marketing to some of Canada's top Enterprise accounts. She is chair of the B2B Council at the Canadian Marketing Association. 

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