Your Fleet Is An Investment

date. 2019

client. ARI

Reframing an age-old narrative, and reinvigorating an entire industry with an integrated campaign.

Using insights from the client's sales department and pairing it with an advertising best practice, 'holistic' approach, we reframed the old narrative of a company's fleet simply being another cost. This shift aimed to empower the fleet managers sales reps were talking to. This is an industry in which the majority of information was dispersed via white papers. So, if we were going to take a fresh approach with the messaging, we might as well update how we deliver it.

Our Holistic Approach

Video Content Series - To break through the boring sea of sameness and whitepapers, we developed a five-part series of original content that aligned with campaigns core components. Why? We live in a digital world, and video has proven to do far better in terms of engagement than whitepapers. Video also allowed us to leverage the content for messaging across multiple touchpoints, ensuring that we created an easy 'learning experience' for the viewer. We had an intro video that kicked-off the series and explained the 'new' rationale. Then we broke the videos down into the fleet lifecycle, BUY/DRIVE/SERVICE/SELL.
Unique Digital Experience (microsite) - We built a microsite that visually brought to life the fleet lifecycle. The user experience allowed for fleet managers to access the most relevant content quickly. They would be able to watch whatever video interested them most, which is important because you never know what part of the 'fleet lifecycle' a fleet manager is in. At the end of each video, users could watch other videos, or access additional relevant resources. These were handpicked items that had proven effective, however many of them were buried deep in the company's complex website. Everything doesn't have to be new, but it should be relevant and easily accessible. That's what we did here. Various items were also 'gated' content, which then allowed sales reps to follow-up with even more additional content and meet the prospective client where they were in their journey.
Email Drip Campaign - Our drip campaign was just another layer of messaging that provided their mailing list with new, relevant and enjoyable content. The idea, the videos, the microsite...it was all an enjoyable experience. Our drip campaign followed the lifecycle, Intro - Buy - Drive - Service - Sell. Each time we sent out messaging around the specific lifecycle segment, and pushed traffic to the microsite for the full experience.
Paid Search & Social - To round out our efforts, and ensure we were reaching as many new eyes as possible, we broke up the videos and put some spend behind them with search and social via programmatic ads.

I developed the idea for this interactive, connected menu. The idea was to visualize the interconnected 'lifecycle', while also understanding our human tendency to want to connect the dots, and finish things. As you begin to engage with the content, your pushed around the circle. It was also a great opportunity to repurpose old content that was still effective, but oftentimes buried on the company's very deep website.

The series was a big enough hit in the United States, that we built it out for ARI's international markets as well.