Every year, people are faced with the daunting task of choosing the right gift. And certain people take it very, very seriously. Whether they’re buying for clients, friends, family members or loved ones, to them, everything has to be perfect. There’s only one brand that takes giving just as seriously – Enstrom Candies.
Enstrom’s fans already knew the brand shared their passion for gifting. But to achieve a 10% year-over-year sales lift, we had to make sure the world knew it, too.
So we decided to do something crazy. We made 84 videos proving how clueless we were about just about everything except giving. We showed people failing to run, misunderstanding social media, and messing up everyday tasks. But at the same time, we rolled out nine beautifully shot brand films – each showcasing our expertise on a different facet of gifting.
These videos addressed a real consumer need. And we made sure consumers found them when they could be really helpful, too, by managing the SEM and keywords to match up with common web searches.
The videos, native content and social advertising were the doorway into a remarketing ecosystem designed to return consumers to Enstrom’s sales portal again and again. Banner ads and search followed viewers until they became customers.
And our content-based strategy is working. After just a month in market, the Enstrom Candies “Giving is All We Get” campaign has tallied these impressive numbers for awareness and sales:
· More than 300,000 video view completions
· Paid search revenue increased by 49%
· A return on ad spend of 60%
See what we get
See what we don't get