APPBOY (NOW BRAZE): Campaign Concepts & Newsletter 

Company Background: Appboy (now Braze) is a cloud-based b2b enterprise saas company that develops customer relationship management (CRM) software that businesses can use to deliver experiences through push, email, web, mobile, and more. 


The Ask: The folks at Appboy requested my ideas for this exercise

  1. Develop 3 ideas for creative campaign concepts to reach one of our target personas, then explain how this helps meet business goals and speaks to the target persona. 

  2. Write copy for one of the campaigns. 

  3. Write one issue of their email newsletter, Relate Weekly. 

For the sake of space, I’ve reproduced just one campaign idea and corresponding copy down below. Click the links above to see each part in full.


Campaign #2: Streaming Radio Ad


Target persona: Clark, Chief Digital Officer @ Enterprise

Distribution: Streaming radio services like Pandora and Spotify

Clark frequently goes to the gym as a way to take care of himself, to help him think, or to alleviate stress. Like a lot of gym goers he probably enjoys listening to music to get himself pumped up. Furthermore, this radio ad has the potential to reach other personas, like Deb the CMO and Becca the CRM/Loyalty/Mobile Marketer, because they also regularly exercise.

Key messaging:

Mobile marketing automation is serious business, but that doesn’t mean we can’t have fun once in a while. Humorous and entertaining, the song is designed to give listeners a chuckle while highlighting the benefits of subscribing to Appboy.


“Subscribe to Appboy!” Lyrics


The future is here, the future is here

Profits are soaring now that Appboy’s here.

I think quarterlys is the loveliest time of the year, I do,

Don’t you?

[speaking] “Of course you do.”

Business is in bloom and it’s just afternoon

as we innovate new ways to brand.


Every day you will see my customers and me

interacting in dynamic harmony.

When those automated pop-ups make your next big sale

You’ll be subscribing to Appboy without fail.


Our image is bright in our customer’s eye

as we’re relating in new ways.

We’ve gained notoriety

for our software propriety

and expanded our society

with our Appboy frames.


It brings inebriety to

marketing sub-variety

which explains my gaiety

and lack of refrains.

But it’s quite a vision

to automate a whole division.


So if today you’re free,

then please come with me

and we’ll subscribe to Appboy without delay!


And maybe we’ll see a promotion or two,

When we subscribe to Appboy today!


My career will be quickenin’

with each link that clickenin’,

We subscribe to Appboy,

and then take a nap boy!

Subscribe to Appboy today!


Design:

Like GEICO’s Hump Day Camel commercial, a streaming radio ad with funny lyrics sung with a catchy tune is different enough to increase the likelihood that it will bypass people’s desire to ignore ads. The song can be shortened to accommodate requirements for ad duration.


Why It’s Good for Business:

According to Social Media Today, 72% of consumers want an integrated marketing approach. The radio ad is meant to work in conjunction with the native advertising spots (campaign #1). Depending on which one Clark encounters first, native advertising or the radio ad, both campaigns reinforce the other as another nudge to check out Appboy.


Source: http://www.socialmediatoday.com/content/silos-biggest-barrier-true-brand-consumer-engagement