A digital-first thought-leadership and branding campaign designed to spread mass awareness of Principal’s small-business solutions and support for business amidst and beyond the turbulence of the pandemic. Key elements included an organic alignment between Inc. editorial and Principal custom content, driving greater engagement across the board.
A multi-media content series designed to engage and inspire entrepreneurs to pursue their next move. Key elements featured throughout the program include monthly custom webinars, derivative video content, and sponsorship of key editorial on Inc.com. The program garnered significant lift in brand awareness and brand affinity due in large part to the quality of conversational content throughout the program.
A multi-pronged campaign to garner awareness and affinity for the Mercedes Benz Sprinter. Key elements of the program included a custom video series – spotlighting real entrepreneurs who rely heavily on the capabilities and functionality of the Sprinter in personal and professional life – and an annual contest for honorees of the Inc. 5000 to win a Sprinter. The campaign garnered significant brand awareness, brand affinity, and qualified leads among Inc.’s coveted audience of fast-growing business owners & decision makers.
Crafted to be reflective of the turbulent business landscape, Inc. and Salesforce collaborated to build a series of interwoven marketing activities that position Salesforce as an adaptive and essential partner for small businesses. The program encompassed high-impact branding, educational webcasts, email marketing and nurturing to targeted prospects. Throughout the year, the program was optimized to highlight key Salesforce initiatives and product features as well as to address new challenges and opportunities presented in a constantly evolving world.