Company: OuterBox
Company Description: We’re a full-service digital marketing agency offering the best in website design, SEO, paid search marketing, and more. Our teams work together, creating synergy in marketing campaigns, and helping brands to get the most out of their website every day.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Small-Budget Marketing Campaign of the Year (<$3 million) >
 Nomination Title: OuterBox
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Q1-Q2 2024
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 250 words used.
Paid media, like pay-per-click, is often a money game, with businesses competing for the top spots. However, this drive to increase visibility and traffic usually doesn’t consider buyer intent. That’s where OuterBox differs. We helped this dry goods manufacturer get large volume orders to avoid wasted facility resources and ad spending.
https://www.provenpartnersgroup.com/">Proven Partners Group supports top food, nutrition, and health science companies with their blending, filling, and packaging needs for dried food contract manufacturing and powdered foods. They joined OuterBox in 2023 for a new website, then worked with us to optimize their SEO and PPC strategies last year.
Challenge: With a modern and dynamic new website, the team looked to refine targeting to enhance lead quality. Proven Partners wanted specific companies looking to order large volumes of dry goods packaging only. The company's facility is built for contract packaging, meaning there’s a minimum requirement and it does not include wet goods packaging capabilities.
Solution: The team tackled ad content to match the new website and make their business stand out in search results, creating a seamless customer experience. Using lead data from our in-house proprietary tool LOOP Analytics, we narrowed in on both keywords to bid for and negative keywords to refine targeting.
Result: Most quality leads coming to the new website are from PPC, totaling 32%. As the lead quality vastly improved, the company kept busy filling contracts. PPC success helped expand its facility by adding a 9th production line to its factory to keep up with demand.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
Finding the “Goods” in Keyword Research:
To help keyword expansion for their new PPC program, the team turned to LOOP Analytics to examine what was already bringing in quality leads and look for clues to possible opportunities. Tied to campaigns for the terms "dry powder packaging," a new opportunity appeared—“stick packs.”
The team dove into market and competitor research to understand this need further, finding out that this offering is a major differentiator in the space. This kind of industry jargon is key to the B-SMART method, which stands for brand, shape/size/SKU, material, area of industry, requirement, and type. This type of packaging is a request expected by a business that matches Proven Partner's ideal customer.
Negative Keywords Can Funnel Positive Outcomes:
We created a page for the product, and the team got to work on a responsive ad campaign that created a customer experience, educating customers on Proven Partner's capabilities in this growing area used for drink mixes, supplements, dry condiments, and sweeteners. The challenge in creating an effective paid search campaign wasn’t budget, which is the usual story.
The food packaging industry had a ton of keyword variations for this packaging, and it became clear that negative keywords were key to populating the results of preferred customers. Many variations shifted intent into consumer SERPs, so keeping it focused on B2B meant over 1,684 negative keywords (and counting). This refinement is crucial to lead quality—freeing up marketing and sales resources in terms of budget and time.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2023. Even if your initiative started before 2023, limit your response to activities and results since the beginning of 2023 only (up to 250 words):
Total 130 words used.
Proven Results You Can See:
Proven Partners could see leads tied to this campaign in their LOOP Analytics Dashboard. Regarding lead generation, the program hit it big with form submissions from paid searches, up 50% from the previous year. The paid media program overall stayed steady all year, helping to increase website traffic by 83%, with campaigns averaging a 7.37% CTR and an average CPC of $2.18.
Overall, the PPC program contributed 32% of leads. OuterBox's approach to paid media and form data helped this manufacturer drive significant growth in lead generation to deliver higher-quality prospects that impact revenue. Proven Partners leveraged these results to scale efficiently, expanding production capacity to meet market needs and adding a 9th production line to its factory to keep up with demand.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 7 words used.
Visual Presentation: https://docs.google.com/presentation/d/1GmN6QLjVB7LFx_WWHkAWd0d_kS6MIZwkHqk6015VA4s/edit?usp=sharing
| Attachments/Videos/Links: |
|---|
|
