Initial approached Mamba Media to add content and creative support to a specific B@B Brand Building Campaign to drive traffic to www.initial.com. During the pandemic they wanted the Initial brand to be synonymous with with hand hygiene, surface hygiene and air hygiene. All three of these combined form a holistic hygiene environment that would help to keep employees safe during COVID-19 and beyond.
The key areas that were to be promoted into businesses were Air, Hand, Cubicle, Surface, Digital, Premises and Enhanced.
Once the brief was received and the Mamba Media team had dissected it, we set up a number of workshops to run through the campaign, ideas and delivery with the Initial team. It was apparent early on that due to the size of the project, we would have to bring in a senior copy writer and senior art director – enter Mark Wilson and Richard Gorten-Lee. Mark was able to very quickly grasp what Initial where looking for for the high level, top of funnel whitepaper and from that distill the messages for all the blogs and social assets.
As a large and well known UK brand it was essential that we stuck completely to the brand guidelines whilst also being creative. The messaging needed to be conveyed precisely in a short space of time (in the case of the social assets – 15secs)
The three month project saw us work on the following:
We worked within the Initial project management framework and all assets were delivered within the project timeline. The project was launched and Initial reported that it was a great success and achieved the laid out project KPI’s – visits to the Initial branded websites, whitepaper downloads and increase in email op-ins.
November 17, 2021