Portfolio With Major Campaigns
CAMPAIGN: TKD KICKS CORONA
Problem: During COVID-19, 2020 Armor aimed to rebrand its martial arts training vest. We had primarily sold our product to club owners. However, with in-person training halted, the challenge was to reach the students directly and pivot to at-home training. To do so we needed to build a connection directly with students.
Task: Create excitement about the product by organizing TKD Kicks Corona, a virtual event uniting the martial arts community to raise funds for essential workers at the height of the pandemic. We held the World’s Largest martial arts class.
Action: Collaborated with influencers, produced inspiring video content, sent targeted emails, and promoted the event on YouTube and Instagram. Engaged World Champion Yvette Yong as a spokesperson, and coordinated with Doctors Without Borders for fund distribution.
Results: Generated 1,500 leads, raised $10,000 for charity and expanded the target market. Enhanced brand affinity among 1,500 participants during a challenging time.
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CAMPAIGN: 2020 Armor Combine
Problem: 2020 Armor needed to secure a partnership with ATA, a leading martial arts group, showcasing the value of their product in remote competitions.
Task: Create the first worldwide decentralized martial arts competition where students would compete for the title of World’s Fastest using our vests and app.
Action: Develop the rules and format for the 2020 Armor Combine, demonstrating the product's capability to measure performance remotely. Created engaging video content, reached out to Olympic athletes, and organized a decentralized global competition. Offered a scholarship for the World's Fastest title.
Results: Attracted 300 participants worldwide, secured the ATA contract, and validated a new revenue stream for club owners.
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CAMPAIGN: WORLD VISION
Problem: World Vision's advertising approach of focusing on half-page brand ads was diminishing in effectiveness; a shift to native content with measurable results was needed.
Task: Transition World Vision to native content programs, emphasizing positive donor experiences through a series called "Part of Your Family."
Action: Managed content creation, initiated paid social campaigns, and produced hyperlocal stories, focusing on community impact.
Results: Achieved a 4% click-through rate, significantly increased leads, and transformed World Vision into a major native content campaign partner. Changed yearly spending from $30,000 to $250,000.
Custom Content from our series with World Vision:
https://www.burnbraefarms.com/en/blog/world-vision
CAMPAIGN: Atheer Machine Operator
The Problem: Atheer needed to double leads, targeting specific companies for their front-line worker platform.
Task: Identify the ideal demographic, create tailored content, and amplify it on LinkedIn and Facebook to convert leads.
Action: Developed detailed business personas with sales teams, created targeted content addressing key pain points, and promoted content to specific companies' employees.
Result: Doubled incoming leads and contributed massively to pipeline.
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Uniquely Collaborative Projects:
CAMPAIGN CASE STUDIES DECK
The Problem: Atheer's success metrics and use cases were scattered; assembling anonymized case studies for sales presentations was essential.
Task: Create a set of 18 anonymized case studies for internal and external use.
Action: Conducted interviews with customer success and sales, gathered data, and collaborated with graphic designers to create visually appealing case studies.
Result: Enabled easy access to success stories, enhancing Atheer's unique selling propositions for both internal and external presentations.
Innovative Thinking: Making Digitization Easy
The Problem: Customers perceived digitizing work processes as complicated, hindering the adoption of Atheer's product.
The Task: Create a video demonstrating the ease of digitizing complex processes with Atheer.
Action: Collaborated with Customer Success, wrote the script and helped edit the video showcasing real-time digitization.
Result: Produced a compelling video used by the sales team, significantly aiding in deal closures.
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