UnleashWD

unleashwd organic content and social media marketing campaign
client name
UnleashWD
website
services
Content Marketing, Social Media Marketing

The challenge

In a world where people depend on distributors more than ever, it is important to acknowledge the faces behind the scenes committed to supplying our communities. Dirk Beveridge, Founder of UnleashWD—a strategic 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.

The strategy

During the summer of 2021, Dirk’s mission was to capture the stories of distributors across the United States. It was Zen’s mission to help spread the word.

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, 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.

The first, called Without Distribution, included sequential social posts using custom graphics and copy to help illustrate the value of distribution. The second played on the trending topics of the moment (Jeff Bezos stepping down as Amazon CEO, and space tourism), with an open letter to the new CEO of Amazon, and commentary on corporate values in contrast to those of family-owned businesses (like the many distributors the campaign featured).

The results

Through a 100% organic campaign over 120 days, UnleashWD gained notable brand visibility with:

  • Over 1,300 new followers and 160k impressions and engagement across Facebook, Instagram, LinkedIn, and Twitter
  • Over 1,100 leads generated through live events, email campaigns, and website lead capture strategies
  • Over 12,000 views for the 8-episode docuseries
  • Over 385,000 video views on social channels
  • Generation of ~40k website visits during the course of this campaign

 

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