Love is in the air; it’s Valentine’s Day, so we thought about what we love in B2B marketing. At Digital Radish we love a really well-executed and truly innovative campaign, so some of the Radishes reveal their favourites and why they love them.

Sarah, Senior Account Manager, loves Slack’s social wall of love

Who was it for?

Group messaging platform, Slack. It aims to replace email but as a service it tailors its messaging based on who it is talking to and their level of knowledge. At the most basic level, CEO Bill Macaitis describes Slack as a messaging app for teams.

What was the campaign?

Someone tweeted Slack saying how much they loved their product, which led to the Slack Wall of Love, which is still on twitter @SlackLoveTweets - showcasing tweet after tweet about how Slack has reduced inefficiencies and changed the way people work.

Off the back of this, Slack created a billboard campaign (again, virtually unheard of in B2B) based on the delirious love for Slack and using stats from the platform itself.

Why Radish loves it.

“I love all of their marketing; it breaks every boundary for B2B. Everything they do is based on B2C marketing and being customer-centric and so naturally building a huge base of brand advocates. They've seen exponential growth, every time I look they've got bigger!”

Matty, Art Director, loves Jelly bean gamification

Who was it for?

Nationwide banking, they provide financial services, including banking, insurance, retirement and investing and a claims centre.

What was the campaign?

Targets were sent a DM containing a pack of jelly beans. Within the mailer there was a link to a website which took them to a landing page and invited them to match seven jelly beans to the correct colour and flavour. It was linked to a score board with high scorers given the chance to win a prize. When they were on the page, they were then encouraged to click through to a free trial Nationwide’s online LTC tool. They then sent automated follow up emails based on the actions they took. They took a simple DM and made it into a game

Why Radish loves it.

“It’s clever that they’ve used the competitiveness of the audience and managed to spark a team discussion. It’s the perfect example of a multi-channel campaign moving from direct mail across to taking people online and investing time on their website and landing pages. Most of all, I particularly love it because it takes a dull subject and makes it enjoyable - it’s tapped into the human side of B2B. 

Anna, Marketing Assistant, loves personalised detective DMs

Who was it for?

Microsoft, as part of their customer service offering.

What was the campaign?

Microsoft “solved the problem of customer service” with this great DM campaign that is a perfect example of a targeted account-based marketing approach. Microsoft had a select group of business decision makers in its sights. This audience gets targeted on a daily basis, so the campaign needed to stand out and put Microsoft Dynamics front of mind. Microsoft wanted to equip its sales team with insights into these target accounts.

They broke it into two parts - a high-impact DM and an audit into the capability of each prospect. They sent a detective story to solve the puzzle of customer behaviour in a cool pop-art style design that was highly personalised. Everything about the DM drew the audience in. The evocative graphics. The playful copy. The gift. And the call to action.

Why Radish loves it.

“I love the personality of this direct mail campaign with the pop-art and the personalised nature of the campaign. It was great to see tech come to life in print, and combining it with data and research made it a truly effective omni-channel campaign.” 

Renaye, Client Services Director, loves personalised Whodunnit DMs

Who was it for?

Google, targeting the retail sector with their work suit of productivity tools

What was the campaign?

The campaign was an end-to-end marketing comms programme to build awareness and drive sales. It was based around an immersive event concept, The Retail Agility Challenge. It was based around the popular Escape Room challenge experiences. People stepped into the set of a department store that was failing to keep up with the demands of modern retail. And they had to complete challenges to bring the store up to scratch using Google for Work’s tools.

Why Radish loves it.

“They understood that the competition was high and therefore had to cut through with something big. I like it as it brings a fresh innovative approach to holding an event and puts the product in the hands of the consumer so they are actually able to experience it.” 


Posted by Claire Vanner on February 13th 2017

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