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BrandManufacturing

Michelin’s rockstar virtual event

Brief

Masternaut (a Michelin company) wanted to better its relationship with existing customers and differentiate itself within the Fleet Operations sector. They had an idea: to create ‘A Rockstar Road Trip’ series of virtual events designed to educate their audience and help them become ‘A Fleet Management Rockstar’.

However, to pull off a successful ABM campaign that targeted key accounts in both the UK and France, Masternaut needed Punch!’s support.

The Solution

Punch! designed, wrote, and launched a 3 part digital experience for Masternaut’s audience. Using Masternaut’s audience insights, Punch! strategically focused each webinar on a specific consumer challenge. To tie in the theme, each webinar became a new destination on The Connected Fleet Virtual Tour.

Punch! created a wide range of tactics to attract, educate, and entertain the target audience throughout the lead-up to the events, and maintain engagement as they continued to roll out.

These tactics included: Rockstar-theme Direct Mail packages sent to each target contact, inviting them to the event; A gated microsite providing information about the webinar series, including ‘Meet the Roadies’ which introduced the key speakers, and a ‘Rockstar Rally’ game offered attendees the opportunity to win a prize; Masternaut’s existing customers were guest speakers at the webinars, to help drive attendance and encourage competitors to learn from their competition; Promotional content via LinkedIn, Twitter, and email were used to advertise the webinar.

Results

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LANDING PAGE SIGN-UPS

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AVERAGE UK ATTENDEES PER WEBINAR

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AVERAGE FRENCH ATTENDEES PER WEBINAR

Punch! brought to life the full experience of the Future of Connected Fleet Tour to make it unique, and differentiate from the competition and disrupt our market. We wanted to bring a new way of doing webinars, through a full schedule of virtual events, we wanted our customers to experience something new in this period of full digital. Punch! designed the educational content presented in our webinars to help our customers and prospects see the value of our fleet management services and solutions. They are a really creative and human agency and ready for new challenges!

Elodie Mescam | Digital Marketing Manager @ Michelin

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