Distributors are the people behind the scenes committed to supplying our communities. Dirk Beveridge, founder of UnleashWD—a “design, innovation, and strategy firm that transforms legacy distributors into nimble, innovative market leaders”—wanted to highlight the independent businesses that serve as the backbone of the U.S. economy, establishing himself as a thought leader, and building brand awareness for his company.
The cultural climate at the time was very focused on COVID-19-related changes in policies and behaviors, including heavier Amazon usage tied to consumers getting deliveries rather than doing their own shopping. This made the story of distributors more complex, as the focus on independently owned distribution companies had to be framed in a context that illustrated their value alongside giants like Amazon. Additionally, the supply chain challenges that dominated the news cycle during the pandemic and well into 2021 created some negative connotations around distribution that had to be addressed and reframed.
During the summer of 2021, Dirk’s mission was to capture the stories of distributors across the United States to illustrate their value, while positioning him as a thought leader in the space. It was our mission to help spread the word, amplifying the stories he gathered and placing him at the center of conversations around the supply chain, the value of distributors, and other related topics.
We created an extensive content marketing strategy to aid the creation of the docuseries “We Supply America.” To help reach the target audience, our team crafted and managed blogs, newsletters, email campaigns, and social media accounts across all primary platforms, including a LinkedIn Live setup for viewings of each episode. On top of the main campaign, we crafted two secondary micro-campaigns:
Through a 100% organic campaign over 120 days, UnleashWD gained notable brand visibility with:
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