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Omni-Channel Marketing Campaign:

#WhatsBehindYourWalls

Client: Superior Essex Communications

Year: Late 2019 & 2020

Creative Brief: Sustainability is a key differentiator for this communications cable manufacturer, but their products are often "out of sight, out of mind" as they are almost always hidden behind walls. So, this campaign sought to shine a light on the importance of using healthy, sustainable products throughout a building, even when they aren't visible.

Work: Created copy for a social media campaign and landing page, overlay copy for a series of 18 GIFs, script and production for a "DIY home improvement" style video, instructional materials for in-person guerilla marketing at a tradeshow, and promotional copy for multiple prize giveaways and after-hours networking event.

Results: +1,075% LinkedIn impressions, +63% Twitter mentions, +62% Facebook page views, +125% tradeshow booth attendee interactions, gave away more than 500 t-shirts, collected 350+ user-generated images across 4 social media platforms.

Accolades: PR Daily's 2020 Content Marketing Awards – Use of Social Media (Finalist); IAEE's 2020 Art of the Show Awards - Social Media Campaign (Winner) 

Over 350 people posted photos of themselves on social media with their #WhatsBehindYourWalls t-shirts (and hashtag) that we handed out at the 2019 Greenbuild International Conference and Expo in Atlanta.
 

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