As a speaker at an event—virtual, live or hybrid, you will be competing for your audience’s attention. From smart devices and laptops to pastries and coffees, your audience will face any number of distractions. If you do manage to win your audience’s undivided attention, well done. Though you are unlikely to keep it for long....
What do the colour of Google’s toolbar, Obama's 2008 Presidential campaign and Airbnb’s referral programme have in common? They are all examples of marketing experimentation success – and generative AI is proving to be an innovation game-changer. Recent research from digital experience platform provider, Optimizely, 'Tested to Perfection' found 75% of marketers believe experimentation is essential...
Stepping up to the podium with all eyes on you, the pressure is palpable. You're not just at the conference or event to inform; you're there to inspire, to spark new thoughts and, most importantly, to be remembered long after the event ends. The real challenge for anyone delivering a keynote isn't about battling stage...
The Great Content Marketing Reframe Welcome to "The Great Content Marketing Reframe" - a comprehensive report by PaperplaneCo that transcends surface-level tech trends and delves into the fundamental shifts reshaping B2B marketing in 2024. In our report, we propose that true innovation in B2B marketing lies in nurturing a new mindset. This report guides you...
It’s World Storytelling Day, and today we’re celebrating by sharing a story we recently helped bring to life on the big stage. As a creative team, one of our greatest joys is seeing our clients bring our visual designs to life on the big stage. We love to create standalone assets that tell stories, like...
Looking back at 2022 and the topics we wrote about made us wonder: What is there that is still relevant as the year ends and is worth re-emphasising? In this post, we once again bring to the surface the ideas that are both important and likely to stand the test of time. Gather 'round the...
In order to make attendees’ experience satisfactory, virtual events should enable participants to gain the knowledge they are looking for and connect with other attendees. As the world has shifted to virtual events, attendees have developed a personal taste and now have several expectations from their virtual experience, which creates new challenges for event planners....
Although in-person events are slowly making a comeback, virtual events are here to stay. Marketers should focus on making their virtual events more engaging and immersive to keep participants engaged. For hybrid events, marketers should weigh the potential benefits against the risks to avoid costly mistakes. Source: WebEx Report We still live in the aftermath...
The Metaverse will have a profound impact on marketing, with vast potential implications for how companies reach and engage customers. B2B marketers who now start to experiment with immersive virtual events will be well-versed in the opportunities the Metaverse presents as it evolves. By 2026, one-quarter of humankind will be spending a minimum of one...
Promoting an environmental cause became the platform on which a unique marketing project was built, bringing long-gone animals back to life. Source: gettyimages.com Getty Images, the online stock photography library, has amassed 496 million assets. With a vast archive like this, you would think it contains pictures of everything you could imagine. Well, you can’t...
A genuine ‘charm offensive’ employing humorous storytelling succeeds to paint a financial service company as supportive and friendly to SMBs. American Express, in July 2021, debuted a series of video ads dubbed the “Business Card Chronicles”. The company promoted a line of credit cards that offer various benefits such as membership rewards, a cashback program,...
Jim Carrey’s “Yes Man” portrayal has finally got its anti-hero in this negativity-rich marketing campaign. The cloud-based commerce platform Commercetools launched its first major campaign. The company hired Arrested Development actor Will Arnett for a series of videos in which he appears to embody an outdated commerce platform unwilling to adapt to modern requirements. https://www.youtube.com/watch?v=CC0rBSgeRxs...
A lavishly produced spot features horrors of the past to show what it takes to be a true leader today. Evonik launched an international marketing campaign centering around present-day company culture. Old management styles are humorously confronted by new ones in the main campaign spot, "True Leadership", which is full of ostentatiously-rich imagery. Source: adsoftheworld.com/campaigns/true-leaderhip...
Spotify’s ‘A Song For Every CMO’ campaign resulted in literal song creations dedicated to several marketing professionals and attracted a lot of eyeballs within this customer persona. Music is in Spotify’s DNA, so at some point in 2021, it became the obvious focus for a marketing campaign. The company wanted to celebrate some of its...
A colour coating manufacturer allowed colour to be brought into existence with plain speech—something that’s never been done before. Designers are often in need of finding the perfect colour to match their vision. If they wanted to create something that matched the colour of, for example, a New York City summer sunset, they’d have to...
Scandal-hit company attempts recovery by rebranding as customer centric After a series of various scandals, like this one, that tainted the largest UK-based parcel delivery service Hermes’ reputation, the company decided to rebrand itself. With ‘Evri’ as its new name, a new commercial was released. Source: The Times UK The 60" ad features a delivery...
A real-life trashcan was created to make people aware of the climate impact their inboxes have. Apparently, digital pollution has a big climate challenge. It’s responsible for 4% of global greenhouse emissions which is as much as civil aviation. Its impact is monumental and yet it is little known by the general public The main...
Carefully executed SEO and content marketing strategy helped Zapier reach $140 million in annual recurring revenue. Zapier, a tool for creating automated workflows and processes, is using their blog to position themselves as an authority in the conversation about software-as-a-service and productivity tools and apps. Being in that conversation allows decision-makers to discover how Zapier...
Graphic design platform Canva launched its first global brand campaign that highlights the creative success stories of its clients, large and small. Canva’s new “What Will You Design Today?” campaign takes the viewer on a trip across the globe, from Bali to Paris and Sydney, following people who use Canva for all kinds of designs...
A content marketing titan launches its first global campaign — should you do it too? Hubspot has pioneered and led in content marketing. This time, however, the company launched an ad campaign, which in itself is newsworthy. The campaign is a series of videos showcasing a pirate ship’ crew determined to set sail on a...
Squarespace repurposed a century-old legend for its Super Bowl ad which starred Zendaya as Sally, an entrepreneur selling seashells. The legend of Mary Anning inspired Terry Sullivan's lyrics to the 1908 song, “She Sells Seashells”, which became a popular tongue twister. This year, Squarespace, the service for website building and hosting, hired the star of...
As community building and customer advocacy are things that companies often struggle with, this example by Trimble Viewpoint shows some extraordinary results. Trimble Viewpoint is a provider of ERP and project management software for the construction industry. In 2016, the company launched The Viewpoint Network with a goal to build trust with their customers and...
Netconnect 2021 was a virtual event with a clever, space-themed ambiance, designed to engage attendees and emphasise the organiser’s brand. Source: Netchex Netchex is an HR and payroll management software provider. The company organizes an annual conference, Netconnect. Last year, to reinforce its industry leadership and its brand identity built around being user-friendly and providing...
A both analogue and digital campaign showcases how photography and illustration can leap off the page on premium uncoated design paper. Source: Designandpaper.com Featuring contributors from the Adobe Stock Premium Collection, Catching Feels takes us on a sensory journey through six feelings, as emotive visuals are enhanced through different printing techniques and finishes on distinctive...
Salesforce made people fall in love with the brand by sending them Lego kits. When the pandemic hit, so did the demand for cloud sales and adoption. Salesforce saw an opportunity to drive growth in key industries with a scalable ABM campaign. The aim was to leverage existing content whilst also using insights and understanding to...
The Embraer ‘Profit Hunter’ campaign for the global rollout of a new aircraft has been very successful. Embraer is a leader in the design and manufacturing of aircraft in the 70-130 seat segment (known as regional jets). The company has struggled with the positive brand sentiment towards competitors like Boeing and Airbus and wanted to...
A masterful delivery by an ICT company on how to market to enterprise clients. At the end of 2019, to expand their engagement beyond IT management, Nutanix, the global cloud software company, launched CXO Focus. It’s a high-level programme of exclusive content and events for C-suite executives looking for market-leading intelligence that they can use...
WeTransfer’s digital arts platform inspires designers around the world with a mini-docuseries about none other than design. In partnership with 99designs by Vistaprint, WePresent launched a design-focused three-part documentary series, “The Power of Design”, which explores the many ways in which design can change our perception of a brand. Featuring three female designers from London...
At the centre of Elementor’s recent campaigns are web creators whom the brand idolises and makes feel understood. We start this newsletter with two recent campaigns by Elementor, a leading website builder for WordPress. Elementor was founded with the mission of enabling web creators to realise their vast potential by improving every step of the...
A streaming platform with bite-sized business videos was launched by Publicis Sapient. While during the global pandemic every company pivoted their strategy to digital events, the digital transformation consulting firm, Publicis Sapient, went beyond the typical webinar. Source: The HOW Channel It went to create what it dubbed at the time "Quibi of business," referencing...
Tableau creates a humorous campaign designed to unite people around data to inspire collaboration and innovation. Tableau, the leading analytics platform and a Salesforce.com company, launched an integrated marketing campaign that playfully tells a story of how a small company can collaborate and grow by using Tableau. A series of light-hearted videos brought to life...
“Hackable Me” is a podcast series created by Proofpoint to educate professionals on the dangers of hackers. “And that has fundamentally shattered my capacity to trust people” — says a woman who fell victim to romance fraud, one of the cybercrime techniques detailed in Proofpoint’s ‘Hackable Me’ podcast. Despite all the leading-edge technology, there’s a...
HP Australia delivered a virtual events series that felt fresh and digestible, to engage its core business audience. With Covid-19 restrictions putting an end to face-to-face events, HP Australia needed a new way to enable its sales team to foster meaningful relationships with IT Decision Makers (ITDMs) and Business Decision Makers (BDMs). In times like...
Caterpillar created a life-size version of PAC-MAN to showcase its offering and engage customers with this unusual reenactment of the cult video game. Source: CAT.com After a 4-year pause, in 2020, Caterpillar revived its Cat Trials series that have amassed more than 18 million views. The company designed the trials to surprise and delight its...
LEGO promotes its educational products in this multi-channel campaign that inspires to solve world problems—a very current topic. LEGO Education is considerably less well-known than its consumer counterpart. It manufactures a wide range of physical and digital educational resources to deliver playful and impactful learning experiences for Science, Technology, Engineering, Arts, and Math (STEAM) classrooms....
The HR services provider, TriNet, continues its human-centered campaign that targets SMBs. Source: trinet.com TriNet, a full-service HR solutions provider for SMBs, created the "Humanity" campaign as the latest chapter in its “People Matter” campaign, which celebrates the hard-working and diverse employees of its customers. “Humanity” highlights the human side of HR while adopting a...