Perpetual devotion: A content driven contact strategy case study

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THE IMAGERY ISSUE

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So what did we do?

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THEM FLIPPING FUNNELS
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Our new approach
Our old approach

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Awareness content
Campaign & Content Strategy
Timing
September - November
Campaign theme
Adopting circular economy principles to achieve zero waste
Four pillars
Product design
Reverse networks
Business models
Enabling conditions
Primary
Content assets
Whitepaper: ‘One Step Away from zero waste’
Supporting
Content assets
Supporting videos related to four pillars
Outbound channels
Email, direct mail
Inbound channels
PPC, LinkedIn, display advertising

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15 Awareness piece: White Paper

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Awareness piece: Videos

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Interest content
Campaign & Content Strategy
Timing
September - November
Campaign theme
Adopting circular economy principles to achieve zero waste
Four pillars
Product design
Reverse networks
Business models
Enabling conditions
Primary
Content assets
‘One step away’ webinar
Supporting
Content assets
‘One step away from zero waste’ brochure
Outbound channels
Email, direct mail
Inbound channels
PPC, LinkedIn, display advertising

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18 Interest piece: Webinar

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20 Channels: Email

21. Senior decision makers in recycling, waste and CSR roles
Industry: Retail, FMCG, manufacturing, wholesale, print industries.
Promote sponsored updates from DSSR company page featuring campaign content to a relevant audience
Linked to campaign landing pages for optimum engagement, data capture and campaign integration
Channels: LinkedIn
Download the ‘one step away’ white paper to find out how businesses are improving their bottom line while achieving zero waste.

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Channels: Display

23. Campaign measurement and analytics
Organic
Referral
Direct
CTA 1
CTA 2
Campaign landing pages
DS Smith Main Website
DS Smith Recycling Website
Email
Social content pushed to
branded social channels
Social ‘likes’ and shares
Campaign integration
PR
PPC
Display
Blog
Segmented by:
Prospects/
customers
Social
Supporting Assets
Supply Cycle Poll
Zero Waste brochure
Nat
sales
Local
sales
Leads and
opportunities
Campaign
Automation
Data capture
Lead scoring
Lead routing
videos
White paper
webinar
TOTAL CHANNEL MIX

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WHAT THE
*@$?!
THIS IS REALLY
STARTING
TO WORK!

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Results to date