Prior to the launch of the strategic story branding and social media campaigning, TUF had a complicated and complex message architecture.
It also lacked strong and positive media coverage with minimal third party endorsements and earned media coverage.
Its cheers to success over the short-term included successful reputation risk management, vocal brand influencers and increased media awareness, with a side of audience awareness and expert advocate positioning.
We worked collaboratively with TUF, identified existing benchmark statistics and shared key performance indicators (KPI). In some cases, increased results exceeded more than 1.8K%—and up to more than 4.4K% in other cases.
In full disclosure, with a social media audience and overall multi-channel presence of close to nil at the beginning of the project, our metrics can be seen as slightly gaudy increases over the six-month project—so, that being said, some of the metrics need to be taken with a grain of salt.
However, we found the true success was best reflected in the key metrics for the Teleroo™ brand site—the average session durations were just shy of the 2:00 minute mark. As storytellers, we wanted our audience to pause and read.
As strategists, we knew our 3-30-3 principle was solid and we were satisfied with the increase in TUF metrics. This included, but was not limited to, overall brand site traffic, average session duration on blog pages and overall increase in demo request traffic—not to mention a 5.8K% increase in email sign-ups for the corporate newsletter!
Most impressive with the surge in overall brand awareness and earned media, was the fact we had zero budget for paid media buys.
All produced work was strategically based on grit and grind for targeted outbound efforts, individual effort and human product—and the holy grail of earned media.
All organic engagements were produced from tried and true formulas of informal and formal story branding and authentic micro advertising.