In case you observe Rock Content material on any social channel, chances are high you’ve gotten seen some Rock Content material posts telling you to “Get your b(r)and collectively” or to “Amplify your Advertising and marketing Expertise”.
Nicely, these spirituous items are a part of our one and solely zero-budget-in-house-made Model Marketing campaign. Our VP of Advertising and marketing, Giu Caltabiano, brilliantly walks us by the primary contexts and ideas of the marketing campaign on this article. However in the present day, I’m right here to speak concerning the Design course of behind it.
Earlier than we begin, a bit disclaimer: though I certainly had the chance to create the visuals that went reside, I wasn’t the one inventive who labored on this marketing campaign… removed from that. And as I prefer to keep in mind that we’re at all times “standing on the shoulders of giants,” I’d like to offer an enormous shout-out to each Rocker and freelancer who interacted with this marketing campaign earlier than me. It was because of the experiments and the bottom they’d constructed that it was attainable to go additional and lapidate a number of iterations till we had the ultimate outcomes.
Shifting on… let’s deal with…
The idea
The primary concept was to have entrepreneurs of their skilled environments. However as an alternative of a critical and targeted temper, we’d have them performing… actually.
Like true Rockstars (by the way in which, that is how we seek advice from our shoppers, in case you didn’t know), enjoying with our firm’s title (Rock Content material), the idea would carry collectively each Rock music and Content material manufacturing in a humorous means.
It was additionally necessary that the pictures represented Entrepreneurs having a victorious second and feeling empowered like a Rockstar. We needed to show that utilizing Rock Content material could make you are feeling that “victorious second” on a regular basis.
So we took every of the Class Entry Factors (CEPs) that have been outlined and got here up with copies like “Uncover your Advertising and marketing Groove,” “Flip up your content material quantity” and the primary one: “Get your b(r)and collectively”.
The visuals
One of many challenges of a zero-budget marketing campaign is which you can’t have a devoted photoshoot with fashions to create the precise picture you bear in mind, as an illustration.
Initially, we needed to have our personal teammates at Rock Content material because the fashions, however the concept of gathering everybody inside a studio turned a non-starter with the COVID pandemic and the corporate turning into remote-first shortly after.
We determined to then go for a inventory picture financial institution strategy, however utilizing interventions within the pictures to customise them at any time when attainable. We will see a number of the temper board references beneath:
To create these interventions in Rock Content material’s visible fashion we referred to our illustrations pack and information as a reference. These illustrations have a really distinctive fashion: a extremely stylized line drawing with a flat coloured form within the background. We use them in each channel, social media, and generally even in a few of our logos.
A number of the illustrations within the Rock Content material Illustration pack served as a reference for the marketing campaign
Illustrating the music
Researching and choosing attainable pictures for the marketing campaign, we determined to create customized illustrations in order that the mixture of photograph and illustration turned extra natural. We took the problem of getting this “air guitar” band and placing some devices of their palms.
It labored effective, however one thing was lacking…
We needed to convey power, music, and celebration. So these illustrations may actually use some colours. After just a few exams with Rock Content material’s shade palette, we added the copy, CTA, and voilá! We had our idea picture.
The idea picture for the marketing campaign. Notice that we’ve put the “r” in “model” in a pink tone so we may have the wordplay between “band” and “model”
Additional on, throughout all our seven CEPs, we tried a number of pictures and totally different instrument combos, like drum kits, stage dives, and even a “one-man band”.
A number of interactions and shade combos have been examined, and plenty of copies have been improved upon till we had the ultimate model.
Distribution and engagement
Okay, so a zero-budget strategy additionally has an affect on the marketing campaign’s launch and distribution, proper? With no paid media concerned, we reached out to all Rockers to assist us put it on the market organically.
We tailored the seven idea visuals to some codecs that may assist us with this problem and distributed them internally. LinkedIn headers, e-mail signatures, and Google Meet Backgrounds have been a part of this bundle, moreover the posts that we at all times requested the Rockers to interact with.
We additionally created brief introduction movies with the Model Marketing campaign visuals to be aired earlier than our webinars, like Jam Periods and Advertising and marketing Backstages.
Thanks to those collaborative efforts, we reached virtually 70,000 views comprising LinkedIn, Instagram, Pinterest, and X (Twitter) impressions, moreover world customers on all Rock Content material web sites globally. All of it within the first two months after the launching and with out dropping a dime on paid media.
Most important takeaways of the design technique of our model marketing campaign
I assume there’s one major takeaway from this marketing campaign: a extra restricted state of affairs could be a distinctive alternative to train creativity.
By that, I don’t imply {that a} brief or zero-budget model marketing campaign is best for creativity, however that we will nonetheless create one thing of worth even when the price range is unfavorable.
Talking as a inventive skilled, restrictions make you stretch your thoughts to seek out new methods and options with the sources you’ve gotten at hand.
You could not have the canvas, greatest brushes, or oil paint tubes, however you possibly can nonetheless make a gorgeous drawing with solely a pencil and a easy sheet of paper.
With this in thoughts, and our Rocker’s unrelenting collaboration, it’s attainable not solely to get the b(r)and collectively, but additionally to make some good ‘ol noise.
