PostNet Zombie Apocalypse Campaign
challenge
PostNet’s competitors were outspending the brand significantly in marketing to small business owners. According to Hannover Research, UPS spent $106.7M on Business-to-Business marketing meaning they outspent PostNet $82 to $1. That’s just one competitor.
solution
Use storytelling that leverages understood small business pain points, emotional levers and high impact issues while providing entertaining, edgy story lines and customer experiences that cut through the clutter of the same old B2B language.
desired result
Our dollars work harder, reducing the handicap our relative buying power in our category represents.
It all begins with an idea.
We leveraged the cultural phenomenon surrounding the TV show, The Walking Dead’s popularity. We knew we wanted to use an idea surrounding Zombie’s so we made small business owners the heroes of our Zombie story in which they help us survive the Zombie Apocalypse.
Conversion is what matters
In order to generate leads we offered video downloads and shares to capture email addresses and leverage social media sharing to garner organic impressions and conversions.
Video Series Makes the Story Come Alive
Distributed via paid advertising, organic social media, Email campaigns, and more.
Omnichannel Makes a Campaign
We also leveraged in store signage, direct mail, email campaigns, radio commercials, paid digital advertising and media relations.
We also offered a 20% discount LTO in order to increase sales during the campaign time frame as well as offering an enter to win sweepstakes trip to London to fight Zombies in one of England’s oldest mental institutions.
Results
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Total Impressions for the Year: 500,525,055
Zombie Campaign Impressions: 811,690
Press Release views: 3,398
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Total impressions: 12,050,689
Total Media Clicks: 52,866
CTR: 0.44% (national average & goal: 0.10%)
Digital Display Advertising Accounts for 65% of Microsite Traffic
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Unique Visitors: 46,560
OPC Button Clicks: 404
OPC CTR: 0.87%
Sweepstakes Entries: 8,643
Video Views: 4,869
Survival Guide & Classification Guide Downloads: 2503
Facebook & Twitter Shares of Sweepstakes (using plug-in on Microsite): 1,032
Twitter Shares of Sweepstakes (using plug-in on Microsite): 1,378
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Facebook Impressions: 192,519
Organic Impressions: 14,930
Viral Impressions: 14,930
New Facebook Fans: 54
Total Reach: 119,737 (+173%)
Organic Reach: 13,288 (+30%)
Likes: 451
Comments: 26
Shares: 202
Clicks: 502
We were ultimately able to increase gross revenue across the Postnet system 21% quarter over quarter. In addition we increased our marketable database by 11,146 net new leads.