The challenge: Switching a company to e-signature takes courage. The people pushing for change were challenging locked-in processes and putting their own reputations on the line, and nobody was recognizing them for it.
The big idea: “Digital Hero.” It celebrates the risk-takers, from interns to the C-suite, who championed e-signature and changed how their companies work. Real customers became the stars of the story, which inspired others to become heroes too.
Channels: 5 thought leadership ebooks, 5 how-to guides, 5 videos, case studies featuring real Digital Heroes, blogs, infographics, email, social, display ads, and landing pages, all carrying one story across 8 months.
Results: 7,000 MQLs generated.
My role: Campaign strategy and ownership from start to finish, including the multi-channel plan, original content, and inbound and outbound messaging across social, email, and landing pages.
