HELPING BUSINESS DO BETTER BUSINESS
Box was struggling to achieve sufficient awareness and competitive differentiation across EMEA. With a mandate to grow marketing pipeline, Bright Blue Day was enlisted to carve out a renewed position in the market that would serve as a platform for both brand awareness and demand generation campaigns.
A Go2 Workshop elevated the brand above the pure-play tech suppliers. The new brand purpose – “Helping Business Do Better Business” placed Box alongside enterprise-partner brands, as a thought leader in digital transformation.
The Creative Platform followed, bringing the proposition to life. It defined the TOV as “celebrating the mavericks of the workplace and those transforming business through digital innovation”… whist also being a subtle mockery of those failing to keep up.
Not only was this disruptive, it marked a shift in how Box was communicating. It identified the need to move away from feature-level conversations around EFSS (Enterprise File Sync & Share) to discuss wider business issues. This shift would unlock access to a new target audience. It provided the conversation required to engage with C Suite and LOB decision makers. However we couldn’t neglect Box’s core audience: strategic and technical IT implementers.
Next came the Content Platform which agreed the Hero themes and sub-topics strategically selected to pique the interest of key audiences across multiple industries and enterprise size. This was overlaid with a shortlist of creative content ideas chosen as best-fit for the channels Box needed to leverage maximum targeted reach.
Content produced included a variety of content formats from long-form eBooks, multi-touch email campaigns and onsite blogs to social visuals, online games and interactive case study animations. Activation was supported by a monthly posting plan providing copy and imagery for use on Twitter and LinkedIn.
Working closely with the Marketing Operations Team and their media agency we were able to continually optimise paid tactics and integrate with Eloqua & Salesforce for automation and lead capture.
The final result was a 6 month roadmap containing detailed nurture journeys, mapping how each content asset fit together to engage and educate a prospect to becoming a MQL.
To date we’ve recorded almost 30,000 total clicks across all tracked campaign content and blog content has been picked up by industry influencers such as Information Age gaining further organic online PR. Email content has exceeded average open rate. Sharable content such as How-To Guide infographics averaged 4500 impressions, 30 clicks and over 1% engagement on LinkedIn. And our interactive redesign of case study content achieved over 6000 total clicks within the first month.