Company: Savage Brands, Houston, TX
Company Description: Savage Brands is a branding and advertising agency that mobilizes minds, drives performance and creates results. Using highly targeted, personalized and multi-channel marketing strategies, we work with clients that range from the Fortune 100 to non-profits. Founded in 1973 by Paula Savage, Savage Brands is headquartered in Houston, Texas.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Agricultural / Industrial / Building
 Nomination Title: Champion Fiberglass
- 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:
January through August 2022
- 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 93 words used.
Champion Fiberglass, a manufacturer of electrical products for the commercial and industrial construction market, wanted to grow awareness and generate leads in order to boost sales and increase market share in the US and Canada. While successful in their own right, there was plenty of room for Champion to grow. They also desired an opportunity to emerge as an industry thought leader with informative, helpful content. Meanwhile, impending changes in the digital advertising space commanded a new way to capture audience data – first-hand rather than relying on tracking methods such as cookies.
- 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 141 words used.
The Electrical Conduit Buyer’s Guide Campaign was a multi-channel, integrated campaign that utilized B2B publisher/partner associations to reach the target audience to increase awareness and grow leads. A thorough understanding of the customer’s target audience guided the content strategy. Deep insight into key channels dictated campaign placement. Keen understanding of personas guided the development of savvy communications describing core benefits in solving problems for the target audience, then prompting them to take action.
The content marketing campaign centered around a downloadable guide offering advice and tools to guide a product purchase. The content was helpful, communicated benefits to the audience, spoke the customer’s language effectively, and clearly communicated next steps. It capitalized on industry situations to bolster awareness. It was important to educate the audience about our client’s product since there were product shortages and price increases on competitive product types.
- 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 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 148 words used.
With an eight-month media campaign, the plan included digital ads (publisher partner sites, LinkedIn, Google Ads), publishing partner email campaigns and social media. At its core was a comparative download, the Electrical Conduit Buyer’s Guide, offered as a helpful resource to educate and guide on a sale. Timing was on our client’s side, as the industry’s supply issues allowed Champion to command the stage as a solution and a thought leader.
Results
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A 24% landing page conversion rate, far above the industry average of 10%.
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Nearly 500 leads (first-party data) were added. These folks received a compelling 10-page digital download entitled Electrical Conduit Buyers Guide. Users who opted into the resource entered a lead nurture sequence that provided further education about the product and its solutions.
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Campaign was part of the integrated marketing plan that was instrumental to the 50% overall YOY increase in sales for Champion Fiberglass.
- 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 15 words used.
Landing page - https://drive.google.com/file/d/1n2GoGPwmAdoqfkgqE6PYJVKbAx3iz1P7/view
Resource - https://spec.championfiberglass.com/champion-buyers-guide
LinkedIn Ads
https://lh3.googleusercontent.com/d3eJXLTCMPt7B3RdkHcGtLeykueSx42xJEHFLC0VlkM3bauUShwt6p5j-LMlNF0Q55arHg2dxy8lX0EARFJ16kFMVYuxG8K8niICxTCR6i-8apG2OLz1mNve_0PU2aM0qv-L6r8alTH1_XvLiI7z4hE
https://lh4.googleusercontent.com/0UJiA4mnKQedWjB1rggDqsXgIlCbvulfzWol8VIVHvho-OdZH97qU-m5tPWHKld3oRHsJeGiRFLbuc21LiD62TV-rUu4M0OFwB6VEYL7nMlqgz2bd7E9RqytAb76tsnxmSAHcZ7-hVwJa-FDP8IylrQ
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