While working in house at Lucid. (No not the car company). The marketing team and I had the opportunity to create some great campaigns.
Lucid? The mattress company?
No the ResTech software company. Haven’t heard of it. That’s ok. Thats part of the challenge. Lucid (Acquired by Cint) was a company with brand awareness issues. It had a generic name but great technology. Lucid is a market research software that created programatic survey sampling. Need to ask your target market their purchase preferences? Want to know how people planned on voting? No problem with Lucid you can ask anybody.
To stand out among Lucids you have to get creative
We worked with an external agency to create the ask anybody campaign. Central to the campaign were questions, but not just any questions. We asked questions that spurred debate. Questions that had no definitive answer but were rather gave insight through audience consensus.
These ads served as high level brand awareness. This campaign played a large part in Lucid doubling unaided brand awareness in the market research space.
Each ad lead to a landing page with a snapshot of answers fielded within the Lucid platform. This direct ad question to landing page answer illustrated the speed, scale and utility of the Lucid.
Further down the funnel...
We utilised more targeted messaging – highlighting specific use B2B cases.