CMO Event - Jade Tambini, DS SMITH PERPETUAL DEVOTION

| © 2013 DS Smith | Private & Confidential | www.dssmith.com

DS SMITH PERPETUAL DEVOTIONCase studyJade TambiniCMO Event, 18th June 2015

www.dssmith.comPrivate & Confidential © 2013

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THE IMAGERY ISSUE



So what did we do?

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Brand asset management process

1 Discovery

2 Portfolio Strategy

3 Future Identity and Position

4 Message Content

5 Creative Platform

6 Internal Alignment

What are the key insights?

How should we organise and prioritise?

Where do we want to be?

What should we communicate?

What is the creative expression?

How do we align and guide?




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THEM FLIPPING FUNNELS

Our new approach Our old approach


CAMPAIGN & CONTENT STRATEGY

Timing September - November

Campaign theme ACHIEVING ZERO WASTE

Four pillarsDESIGN OUT

WASTECOLLECTION STRUCTURE

INTERNAL BUY IN LEGISLATION

Awareness content piece

Whitepaper: ‘One Step Away from zero waste’

Supporting Content assets

Supporting videos

Interest piece Zero waste webinar

Channels Email, direct mail, PPC, LinkedIn, display advertising

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AWARENESS CONTENT

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INTEREST WEBINAR

Campaign measurement and analytics

Organic

Referral

Direct

CTA 1

CTA 2

Campaign landing pages

DS Smith Main Website DS Smith Recycling Website

Email

Social content pushed to branded social channels

Social ‘likes’ and shares

Campaign integration

PRPPCDisplay

Blog

Segmented by:Prospects/customers

Social

Supporting AssetsSupply Cycle PollZero Waste brochure

Natsales

Local sales

Leads andopportunities

CampaignAutomationData captureLead scoringLead routing

videos

White paper

webinar

CHANNEL STRATEGY

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CAMPAIGN ACTIVITY RESULTS

• 25% - 50% form conversion rate across all emails

• 236 white paper downloads

• 405 data capture

• 50k twitter impressions

• 110k LinkedIn impressions

• 77% increase website traffic

• 80% increase spike in local account sales leads

• 63 key account suspects

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BRAND ACTIVITY RESULTS

£5.7m of new business won

130% of target achieved 6 months ahead

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EXTERNAL RECOGNITION

DS Smith wins ‘B2B Brand Strategy or Campaign of The Year’ at the 2015 The Drum Marketing Awards.

There were 7 shortlisted in the category including Hewlett Packard, ITV Studios (UK) and SAGE.


THANK YOU! Questions?

@JadeTambini

Business

CMO Event - Jade Tambini, DS SMITH PERPETUAL DEVOTION