Every year, Constant Contact creates a holiday-themed “thank you” video to send to our customers. But this year, we wanted to find a way to give our customers a feel-good message while also showcasing all of the innovative features we debuted in 2019 that could help them improve their online marketing.
We wanted to surprise our customers with an uplifting, memorable story that showcased all of the great features we debuted in 2019 to help small businesses, side-hustlers, nonprofits and individuals improve their online marketing.
So we created a celebratory, fully integrated multi-platform campaign with an unexpected small business owner as the star: The Abominable Snowman.
Turns out, even the most unexpected characters have ideas they want to share with the world. But sometimes, they need a little help to reach their goals.
With a heartwarming and humorous video as the anchor piece of the campaign, we told the story of the Abominable Snowman refreshing his personal brand – and the great results that followed. We showcased our new and improved marketing tools in an entertaining, compelling way, demonstrating how Constant Contact’s suite of tools can bring success to just about anyone who wants to improve their brand presence – even a fictional snowman.
This year, we amplified our end-of-year message far beyond a simple email to our customers. We created a landing page to showcase the campaign and speak to our new features, as well as an email series, Instagram teaser ads driving to the long-form video, digital banners, in-product messaging, and even easter egg social media accounts for the snowman himself.
Exceeded social reach of our 2018 ‘Thank you’ video by 4.7M users.
Drove more than 200% increase in unique visits to the campaign landing page in comparison to a similar, earlier campaign in 2019.
Nearly 40% video watch completion rate on YouTube — a top performer against industry benchmarks.