Case Study

Deluxe Small Business Revolution Integrated Media Campaign

In its fourth season, Deluxe Corporation’s Small Business Revolution (SBR) is a documentary TV series that showcases the transformation of one small town and six of its small businesses by providing professional marketing and business consultation from Deluxe experts.
INDUSTRY: B2B
SERVICE: Content Marketing, Paid Search, Social Media, Strategy + Planning, Traditional Media

Background + Situation

Developed a cross-channel media plan to drive show awareness.

For the second consecutive year, Deluxe tapped Collective Measures (CM) to develop an integrated media campaign to increase show awareness and drive episode views among small business owners. In addition to these goals, CM sought to understand how the show’s content nurtures real-life business leads – solidifying the value of Deluxe’s investment in the series.

The Approach

Selected hard-working and measurable media channels.

  • Channels used:
    • Out-of-home
    • Display Retargeting
    • Native Advertising
    • Paid Search
    • Paid Social
    • Video Pre-Roll
    • Podcast Advertising
    • Rich Media

Based on creative and channel learnings from the previous season’s campaign, CM selected hard-working and measurable media to drive episode views and engagement, testing audiences and placements while using rich media to showcase creative assets in exciting ways.

Specifically, the campaign focused on engaging video and trailer content, across a variety of  video platforms, emphasizing behavioral targeting, and testing new landing pages, ad units, and messaging for the “small business owner” audience.

The Results

The campaign generated 127,330,236 impressions, 26.2 million video ad views, and  35,511 episodes watched

 

 

Even better? 50% of all episode watches came from the small business owner and supporter audience – confirming that the SBR series and messaging resonates with viewers who are more likely to purchase small business products from Deluxe.

Let’s Work Together

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