Do you need inspiration on how to define your target and build the right campaign to reach them?
This month’s Spotlight features two marketing professionals: Lisa Hyman and Max Kabat. They both work at GoodDog, a company from the LeadDog Marketing Group.
They worked on a campaign for Plum Organics, a company that produces organic baby food, snacks and mealtime solutions for toddlers and kids. Along with Something Massive, LeadDod developed “Parenting Unfiltered”, a campaign made to connect to parents by acknowledging their day-to-day struggles and the messy reality of parenthood.
The video wasn’t product-specific, but a lifestyle campaign, planned to catalyze conversation, inspire genuine engagement and position Plum as the brand that gets it.
LeadDog created a manifesto for the campaign and developed a two-year long marketing plan to make Plum stand out of the clutter of emerging organic brands. Key people to Plum’s campaign was Max Kabat – that on LinkedIn calls himself a GoodDog – and Lisa Hyman – partner and head of strategy.
Max Kabat and Lisa Hyman wanted to surpass the first goal of obtaining video views and start a conversation about the topic in social media, creating a connection between the brand and the parents/clients. After the publication of the Plum’s video, showcasing parents in unfiltered, real situations, Plum promoted it by partnering with influential parents across the web, that created and shared their own honest parenting unfiltered in a variety of platforms, such as Youtube, Facebook and Instagram, generating organic awareness of the campaign and adoption of the hashtag #ParentingUnfiltered.
We will leave you with inspirational quotes from Max and Lisa.
- Marketing has an innate ability to influence people and effect change so we harness it to do good – Max Kabat from LinkedIn.
- The best idea can come from anyone – you just have to be listening – Lisa Hyman from LinkedIn.
Plum’s campaign is a great example of targeting the right public, the niche group that will buy the product you offer. Studying the psychographics of your customers and target customers will tell you what would be the best means of targeting them, influencing them on creating brand awareness, reach them at the right place and right time in an attempt to satisfy their needs.