In September 2021, Lysol Pro Solutions, a Reckitt brand, and Grab Philippines launched a webinar that has drawn over 4,600 viewers to date.  Experts from both teams came together to educate GrabFood and GrabMart merchants about hygiene science during the COVID-19 pandemic and introduce the Lysol Pro platform.

ADDRESSING A STRUGGLING INDUSTRY

At the time of the webinar, during the pandemic, the food delivery and restaurant industry had taken a major hit. Sensitive to the audience’s situation and needs, Lysol wanted to take a conversational, information-first approach to the webinar, putting education around hygiene and rebuilding trust in a struggling industry above all else. The content revolved around what viruses are, why they’re different from bacteria, and practical tips for keeping safe.

INTRODUCING A NEW WAY TO BUY

In addition to the educational content and how-tos, the webinar informed viewers of a special offer for the Lysol Pro platform. Combined with a special offer for restaurants, online sellers, and other hospitality businesses in attendance, the Lysol Pro platform was positioned as a way for business owners to efficiently purchase Lysol products that help to protect their businesses and keep customers healthy. 

ONBOARDING A GLOBAL TEAM OF SPEAKERS

The Reckitt and Lysol team came up with great ideas and enthusiasm for sharing their team’s expertise. With their leadership, the PaperplaneCo team worked with an all-star lineup of experts on hygiene, including Aleli Arcilla, President and General Manager at Reckitt Philippines;  Blake McKeown, Commercial Director AMEA, Business Solutions; Dr. Lisa Ackerley, Director of Medical & Scientific Engagement, Hygiene Research & Development; and Chef Rosebud Benitez Velasco as the webinar’s host.

The project managers at PaperplaneCo took care of introducing the project to the speakers, onboarding them through the webinar script and speaking process, and ensuring that the team felt comfortable before and during the live event.

CREATING CONTENT THAT KEEPS ON GIVING

PaperplaneCo worked alongside the expert speakers to develop a webinar structure that prioritised education, science, and how-tos for merchants and workers handling food on a daily basis. The Reckitt and Lysol Pro team wanted to take a conversational approach to the webinar—and engaging visuals—to ensure the scientific content did not feel like a lecture. PaperplaneCo also developed promotional copy around the event, which attracted over 1,500 live viewers when it aired on Zoom.

The webinar is still available online and has continued to grow, drawing in more than 3,100 on-demand viewers to date.

Xactly reached out to PaperplaneCo to develop a cohesive global campaign targeting its buyers to drive awareness and demand for one of its products, Xactly Forecasting. In addition to driving awareness, a broader campaign was developed to capture demand, drive demand generation, and drive pipeline.

As part of this greater campaign development, PaperplaneCo recommended an ebook asset to explore Revenue Operations – an emerging function at many organisations.

The ebook, The Road to RevOps, serves as a comprehensive guide to answering key questions surrounding RevOps transformation as it relates to agile workflows, integration, and revenue growth. It serves as a guide for leaders who want to assess their organisations’ current maturity, drive their own RevOps transformation and become prepared to overcome challenges along the way.

Interested in learning more about our campaign development? See another element of the overarching campaign.

BACKGROUND

We wanted to avoid an overly academic, purely theoretical approach and opt for a course that embraced practical concepts, tips, and tools.

This approach to micro, bite-sized learning was important because we were targeting senior managers and upward-bound leaders that were working in the ever-evolving commerce environment. We wanted to avoid an overly academic, purely theoretical approach and opt for a course that embraced practical concepts, tips, and tools.

The idea was Learn-Something — Do-Something.

The course was offered in two formats:

• Pulled via LearnWorlds, a learning management system
• Pushed to inbox via Marketo

SYLLABUS

The first program in the Commerce Learning Series was divided into 5 courses.

Over 8 weeks the courses covered the following topics, culminating in an exclusive workshop hosted by Martin Lindstrom that empowered the student to become a persuasive and effective agent of change within their organisation.

1. The Customer-First mindset – understanding the impact of CFM
2. Know your customer – persona profiling and journey mapping
3. The ROI of CFM – the business impact behind the CX imperative
4. Advocating CFM to the C-Suite – how to drive change and communicate with internal stakeholders
5. The CFM Boardroom Canvas – developing a unique roadmap that puts your customer at the heart of your business

PaperplaneCo developed the syllabus, wrote the course content and went on to:

• Design the ebooks
• Produce course videos
• Produce the keystone events
• Build the content on the Learning Management System (LMS)
• Manage reporting on the LMS
• Develop campaign content and drive the course promotion

KICKSTART DAY 

CAMPAIGN FLOW

COURSE EXPERIENCE

COURSE VIDEOS

COURSE BOOKS

STATISTICAL DATA AND COURSE INSIGHTS

To determine and understand how each course has performed in LearnWorlds, we created a reporting template using Google Data Studio to track audience trends, social interactions and key highlights to see how each learning course performed overall.

One of our SAP key clients was recently appointed as CMO and reached out to us to support their demand-generation efforts to drive pipeline for their existing installed base as well as new logos.

MARKETING OBJECTIVES

Create thoughtful and cohesive campaigns targeting buyers to drive awareness and demand for Xactly Forecasting. The campaign assets were designed around a central, anchor piece – in this case, the ebook – and spun-off into the following supplements.

FIELD-MARKETING KEYNOTE

Drive awareness at physical and digital events among the buying audience that Xactly is a solution provider for pipeline visualization, insights, and AI-backed sales forecasting as part of our larger Intelligent Revenue Platform offering.

CAMPAIGN KIT

Generate and capture demand for Xactly Forecasting among net-new accounts in commercial and enterprise segments.

DISCOVERY GUIDE

Comprehensive eBook to enable the prospect to discover the Forecasting solutions that can address their pain points, and learn how they have worked for other personas and companies like theirs.

PIPELINE ACCELERATION

Enable sales reps with a sellsheet of conversation-starters and messaging objectives to drive their conversations with prospects and leads.

We developed the concept around Marketo Engage’s proposition of Proving and Improving Impact by delivering the insights into which audiences, campaigns, channels, and content are successfully driving buyer engagement. 

The series aimed to address the importance of failure and its role in achieving success. It challenged the traditional notion of success stories and explored how failures are crucial for innovation and growth.

Fail fast, iterate faster with Adobe Marketo Engage.

You can ONLY learn from failure and missed opportunities if you understand why you failed in the first place. Resilience starts with having the insights, and iterating, improving and optimising as you build on small successes towards the big win.

The Resilience Sessions was a multi-touchpoint event series that included:

• TOFU virtual events targeting two key industries (Professional Services and High Tech) featuring guest speakers sharing their stories of failure.
• MOFU Resilience Builder Kits that dived deeper into the speaker story and introduced Marketo Engage as the “antidote” to failure, enabling fast recovery.
• BOFU solution workshops

For the virtual events, we partnered with F*ckUp Nights, a global movement focused on creating experiences that deconstruct society’s perception of failure and recruited speakers through their network and designed the theme like a late night, dive bar event. The On24 event collateral was designed around this concept with a matching console background.

Marketo Engage’s Resilience Sessions webinar series was an innovative and informative way to explore the concept of failure. It challenged the traditional notion of success stories and encouraged attendees to develop resilience and learn from their failures.

After the virtual event, attendees were sent an ebook that featured the event speaker and dived deeper into the case study.

The ebook was created as middle-of-the funnel content, introducing the Marketo offering and demonstrating at a commercial level how data-driven decisions could help businesses recover much quicker from failures and setbacks.

Marketo Engage’s Resilience Sessions webinar series was an innovative and informative way to explore the concept of failure. It challenged the traditional notion of success stories and encouraged attendees to develop resilience and learn from their failures.

A DUTY  TO PROTECT THE BOUNTY OF A PEOPLE AND THE LANDS THEY LOVE

Southeast Asia is an economic miracle that has transformed the region and millions of lives over the past fifty years. In recognising this success, ASEAN and The World Bank also recognised how much there was to lose. Over the past 30 years, natural disasters have affected more than 400 million lives in the region. 

The Southeast Asia Disaster Risk Insurance Facility (SEADRIF) was created to provide financial solutions and technical advice in response to natural disasters. Its success depended on support from the people, public service, and governments of Southeast Asia.

BELIEVING IN THE CAUSE CAN SIMPLIFY A COMPLEX MESSAGE

When Benedikt Singer, Team Leader at Global Risk Financing, brought this project to us, we immediately recognised its social impact, and felt committed to its success. We were also very aware of the difficulties involved in delivering a message across different cultures that would resonate with the public and all the way through to ministers in government.

A CLEAN SLATE

This initiative gave us the opportunity to build a brand from the ground up. We would be developing everything that was required to establish SEADRIF as the trusted financial solutions provider to ASEAN governments. These assets included the logo and visual identity, brand narrative, awareness video, brochure, and website.

THE SEARCH FOR IDENTITY

We approached this project knowing that the visual elements would be fundamental to communicating the value of SEADRIF to a diverse audience. These elements had to be combined in a logo that symbolised SEADRIF’s purpose while reflecting the identity of the people it serves. The SEADRIF team worked closely with us as we peeled back the layers of motivation, assumptions, culture, and symbolism. 

We looked at what SEADRIF could achieve through the lens of government ministers, public servants, and the wider population. Chrissy, creative director at PaperplaneCo put it like this, “I find these workshops immensely helpful because we learn what is important to the client. There is always something that they say, an idea or phrase that animates them that in turn sparks my imagination. It’s always very obvious to me when someone is expressing something they believe.”

A great deal of time and effort goes into the discovery process, because when done well, it reveals the true value proposition of a campaign. For SEADRIF it was clear that they could not stop disasters, but they could prevent disasters from becoming a crisis. And from this seed of truth everything grew naturally, and rapidly.

EXPRESSING IDENTITY THROUGH SYMBOLISM

While three logo designs were presented, one of them expressed with simplicity the many aspects that SEADRIF was built on. The Virtuous Circle logo represents the cycle of sustainability. It’s protective circular form starts as a solid, representing regional collaboration, with the rotation offering shelter. As it progresses, rice stalks form to represent security and an affinity with ASEAN. Then to express the purpose of sharing with those in need, the stalks spread open with seed.

The children of truth are beauty and simplicity, and we were not surprised when The World Bank and ASEAN recognised the values that this logo communicated about SEADRIF so effortlessly. From there, we quickly agreed on the colour palette beginning with a yellow for ASEAN progressing to an abundant green harvest.

WHEN FOUNDATIONS ARE STRONG, GROWTH FLOWS EASILY

Having a powerful visual identity, and knowing our value proposition supported the purpose of SEADRIF, the development of the campaign then flowed organically. By keeping all three target audiences in mind we simplified ideas like complex financial instruments with messaging based on “home insurance for your country”. Focusing on the beauty and value of what would be protected, helped us keep the tone light and positive. Using each medium’s strengths, we infused them with the meanings they needed so that each worked as a stepping stone. This path led our whole audience emotionally, and thoughtfully to an appreciation of how SEADRIF was there for their future.

CARE DEEPLY AND IT WILL BECOME A PART OF YOU

We’d invested a lot of ourselves in the project by the time we’d pulled the whole campaign package together. It included website design and content, a brochure, an  awareness video, and the brand narrative all integrated with the logo’s visual identity. The SEADRIF team had continued to work closely with us and were very supportive through the whole process.

The rewarding experience, and the importance of this work, had drawn us close together. We knew we’d captured the heart as well as the message of SEADRIF, and were gratified by the compliments and appreciation we were shown for this work.