Sales activation through storytelling.
Pitching Beans Hits The Small Screen
A Comedic Series on the Soft Side of Accounting Became Business Objects X-Factor For Acquisition ​
When Business Objects came to us they were looking for a new & powerful way to reach out to the Planning Industry to market their enterprise business software solutions.
​​
Within the financial community great stigma existed around conventions like: the world of finance is dry and boring, employing dry and boring people, that accounting is exclusively a hard science based largely on fact and not conjecture, and that the financial audience only responded to hard physical evidence in evaluating offerings like business software. The disruptive truths, however, painted a far different picture, informing the effort that became manifest in the truth that ‘planners are people too’ and the idea that planners have vibrant, often witty and creative personalities.
We gave shape to these discoveries in a poke at “Bean Counters” through the creation of the online parody mini-series, Pitching Beans.
Platforms & campaigns
working together to convert interest into engagement.
Our primary goal in outreach is centralized around leveraging the modicum of entertainment built over a means to facilitate engagement, conversation, interaction, education and conversion. But the real foundation of our strategy lay in understanding the key motivators of financial industry decision makers. Our profiling and discovery with this unique audience informed every aspect of our effort to generate interest & awareness, converting it into a brand dialogue, conversion & advocacy.
​​
​Results:
Advertising generated 248,723 responses.
​
97% Click Rate
​
More than half of all viewers by the end of the campaign effort were return viewers.
Over 3.7 million video views.
​
17,492 trigger emails.
​
369 viewer stories were submitted.
​
37 viewer submitted stories informed scripts used during the campaign & two fans made cameo appearance in episodes.
​
11,290 leads generated by the campaign into Business Object’s salesforece.com database.
​
CAC - $26.57 compared with the previous tactics at CAC of $243.19.
​
1,583 of leads converted to sales.